U.K. shoppers are more optimistic this Easter compared with last year, according to the latest IGD ShopperVista research, and more than 43 percent of participants in the research said they would prepare a special meal for their family and household over the Easter break – up from 38 percent last year.

While lamb may be the traditional choice of UK consumers at Easter, of those planning to prepare an Easter meal, 41 percent are planning to cook chicken. 


Joanne  Denney-Finch, IGD chief executive, said: “Chicken tops our poll as the favorite meal over Easter, but the more traditional lamb is still a popular choice. Poultry as a group is the preferred option with nearly six out of 10 shoppers choosing it for a special meat over the holiday period.”