Food trends: roast dinner on the rise in Britain
Published:  11 October, 2016

Britons are eating more roast dinners than they did in 2015, according to meat consumption data from the Agriculture & Horticulture Development Board (AHDB) and Kantar Worldpanel.

Over 1.4 billion roast dinners were cooked in 2015, a small rise of just 0.6% on the previous year. However, it suggests that AHDB’s advertising efforts to get people cooking more mini mid-week roasts is paying off.

While overall roast dinner consumption increased, Sunday’s share slipped below half of all roast dinners cooked in Britain. Sunday roasts now account for 49% of all roast meals, reflecting the opportunity for meat producers to tap into the consumer food trend for mid-week roasts.

Last year the campaign from AHDB contributed to an increased spend in the beef and lamb roasting category of £11m, after the campaign was seen by 22 million homes.

AHDB is to resurrect the campaign this month, with TV adverts starting on 24 October to target smaller households and young couples aged between 25 to 34. Advertising will suggest that a mini roast is the perfect date-night mid-week meal.
“The mini roast campaign aims to grow awareness of the category, influence consumers’ purchasing habits and build on the success of last year’s activity by focusing on a more defined target audience,” said Nick White, head of domestic marketing for beef and lamb at AHDB.

“By targeting smaller households that are often busy and don’t necessarily have time for the traditional Sunday roast, we can really encourage them to see that enjoying a tasty roasting joint of beef or lamb doesn’t have to be time-consuming, inconvenient or a hassle.

“This strategic promotional campaign is just one of the many activities that AHDB Beef & Lamb is focusing on to create consumer demand for quality-assured beef and lamb.”

The levy board said it was working alongside retailers and processors to support the campaign. Red Tractor will offer consumers the chance to win a mini break with a mini roast as a part of the TV campaign and on-pack promotion.