Photo of Mid-week roast opportunity for red meat

Bethan Wilkins


AHDB Pork Market Intelligence


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Mid-week roast opportunity for red meat

Home \ Prices & Stats \ News \ 2016 \ September \ Mid-week roast opportunity for red meat

With an ever increasing shift towards convenience meal solutions for today’s time poor consumers, the traditional favourite that is the roast dinner is coming under increasing pressure.

Despite the challenges faced, there are some clear opportunities for red meat not least to challenge chickens dominance of the mid-week roast occasion. According to Kantar Usage, roast dinner occasions grew by just 0.6%, equivalent to an additional 8m meal occasions in the year to July 2016 year-on-year (YOY). In the face of strong growth for dish-based cuisines offering a more convenience meal solution, the long-term picture for roasts has been one of decline.


Source: Kantar Worldpanel Usage, 52 w/e 17 July 2016

Chicken is by far the most popular protein consumed in a roast dinner, indeed there are more than double the number of occasions featuring this protein than the next most popular beef. In addition to the growth of chicken, other areas of growth include the mid-week roast occasion, which is growing by +2% YOY and convenience products such as: ready to cook roast and chilled prepared fruit and veg, growing at the same rate.

While almost half of all roast occasions take place on Sunday, the popularity of eating the meal on this day is declining by -2%. This if offset by growth in Monday-Friday and even Saturday and it is chicken that’s fuelling this growth. By contrast, red meat roasts are heavily reliant on Sunday and given the decline of consumption on this day, targeting the mid-week/family occasion represents the biggest opportunity.

To gain further insight into roast dinner occasions, click here.


Sukhvinder Gill, Consumer Insight Manager, 024 7647 8672