Shoppers will buy fewer Easter eggs this year but aim to splash out on lamb for a seasonal roast, according to research.

A study found 39% will purchase fewer chocolate eggs in April, with 29% citing health concerns as the main reason.

And 15%of those quizzed by product intelligence platform Vypr said they had decided to skip them altogether due to the amount of waste it creates.

The survey also found 17% were looking to choose gifts with less packaging and another 17% were prioritising items wrapped in less plastic.

But Pilgrim’s Europe, the largest lamb processing operation in the UK, will increase production in the weeks leading up to Easter to meet predicted demand.

Sales of lamb rebounded last year after a dip in 2023 when hot weather saw people enjoy a BBQ instead of a traditional roast.

Lamb sales grew by 6.1% in value and 14.2% in volume last year, with the producer saying “demand for joints is expected to rocket, typically accounting for almost two-thirds of lamb volumes over the 12-week period. Growth in the roasting segment remains strong, primarily driven by leg joints, which are up 5.2% in volume sales year-on-year”.

Easter Sunday is April 20, leading some to anticipate shoppers will opt for a lighter meat like lamb rather than a beef roast.

Jason Winstanley, head of research at Pilgrim’s Europe, said: “With Easter falling later this year, we anticipate warmer weather, potentially shifting consumer preferences to a spread across traditional roasting joints alongside lighter, summery recipes and alternative cuts.”