New research commissioned by potato and vegetable sides producer Mash Direct reveals that four in five Brits (79%) now enjoy an autumn roast just as much as, if not more than, the traditional Christmas feast. More than a third (35%) actively favour an autumn roast, compared with just 13% who would choose Christmas dinner, suggesting the nation's love of a proper roast extends well beyond the festive season.
Autumn Roast Appeal
The research of 1,000 adults found that almost half of respondents (48%) associate an autumn roast with comforting food as the weather gets colder, while spending time around the table with family and friends (28%) and cosy nights at home (27%) are also among the biggest attractions. More than a third (35%) say roast dinners become a more regular feature in their households during October or November.
The Roast With Fewer Rules
According to the findings, an autumn roast is appealing because it lacks the expectations of the festive feast. More than a third (37%) say an autumn roast is more enjoyable because there's less pressure for it to be a big occasion, while 32% love being able to have one whenever they fancy, rather than on a particular day. More than a quarter (26%) also enjoy being more relaxed about what goes on the plate.
There is a generational twist to the nation's roast dinner preferences. While more than a quarter (28%) of 18–24-year-olds favour Christmas dinner, that figure falls to just 9% among 45–54-year-olds, suggesting Gen X may be more open to enjoying a roast beyond the traditional festive occasion.
Britain's Perfect Autumn Roast Revealed
When it comes to building the ultimate autumn roast, the nation is united in its love of the classics. Roast potatoes were selected by 84% of respondents, followed by meat or a main dish (79%) and Yorkshire puddings (58%). Stuffing (24%), carrots (16%) and mashed potato (16%) also feature among the nation's favourites.
To bring the Ruleless Roast to life, Mash Direct has partnered with food content creator Ilhan (@ilhanm.a) to create her own take on the ultimate autumn roast. Ilhan said: “For me, an autumn roast is all about proper comfort food. I'm talking beef cooked low and slow until it's so tender it falls apart, piled over creamy mashed potatoes and smothered in rich onion gravy. Add golden roast potatoes on the side and you've got the best of both worlds.”
Clare Forster at Mash Direct said: “Christmas dinner might be the most iconic roast of the year, but our research shows there's something pretty special about the autumn roast too. Without the pressure of a big occasion, people can simply enjoy a proper roast dinner, exactly how they like it.”
Forster added: “We're calling it the Ruleless Roast. It's about throwing out the rulebook, putting your favourite potato and vegetable sides on the table and enjoying a hearty meal with family and friends, without worrying about whether everything is done the traditional way. Whether that's extra roast potatoes, a generous helping of mash or cauliflower cheese alongside your Yorkshire puddings, there really are no rules.”
Mash Direct's range, including creamy mashed potato, Carrot & Parsnip, Cauliflower Cheese and other comforting sides, is designed to make it easier to put a delicious roast dinner on the table, whether it's a relaxed Sunday at home or a special family celebration.
