Majority of Britons celebrate Shrove Tuesday, with pancakes as the main tradition
A recent YouGov Surveys: Serviced poll among GB adults explores the public’s familiarity with Shrove Tuesday (also known as Pancake Day), their celebration habits, and related shopping behaviours. The results reveal that a majority of Britons recognise and celebrate the day, with pancakes being the key highlight.
Strong awareness of Shrove Tuesday’s significance
The survey found that 79% of Britons are familiar with the significance of Shrove Tuesday, with 36% stating they are very familiar and 42% somewhat familiar. Awareness is notably higher among women (83%) compared to men (74%). Among different age groups, those 55 and older show the highest familiarity (84%), while younger adults aged 18-24 have the lowest recognition at 64%.
Pancakes dominate celebrations
When it comes to celebrating Shrove Tuesday, 65% of Britons participate, with 23% always celebrating and 42% doing so occasionally. Women (72%) are more likely to observe the day than men (58%).
Among those who celebrate, four in five (89%) do so by making or eating pancakes. Other activities are far less common, with only 7% attending church services, 5% participating in community events like pancake races, and 6% eating out at restaurants.
How Britons prefer their pancakes
Of those who make or eat pancakes, nearly three-quarters (72%) prefer to make them from scratch, while 18% use ready-made mixes, and 8% opt for pre-made pancakes that just require heating.
Regarding toppings, sweet options are the clear favourite, with 71% preferring toppings like syrup, chocolate spread, or fruit, while only 4% favour savoury toppings such as cheese, bacon, or smoked salmon. A notable 23% enjoy both equally. The most popular toppings include lemon juice and sugar (69%), syrup or honey (45%), chocolate spread (34%) and fresh fruit (33%).
Despite strong participation in Pancake Day, only 40% of respondents have noticed special promotions or products in supermarkets related to the occasion. Women (48%) are more likely than men (31%) to notice these promotions, and younger adults (18-24) are the most observant (47%). However, 45% of all respondents reported not seeing any promotions at all.
Lent observance and consumer behaviour
The survey also explores public engagement with Lent, the period of fasting and sacrifice following Shrove Tuesday. While 21% of Britons observe Lent by giving something up, participation is highest among the 18-24 age group (36%) and lowest among those aged 55+ (18%). The most commonly sacrificed items include chocolate (48%), sweets (29%), alcohol (29%) and biscuits (26%).
Lent also influences shopping and eating habits, with 17% stating that it significantly impacts their choices and 36% saying it somewhat affects their habits. Younger Britons (18-24) are the most influenced, with 34% reporting a significant impact.
Market potential for lent-related products
Interest in Lent-specific products, such as meat-free meals or healthier options, is relatively high, with 55% expressing interest. Younger Britons (18-24) again show the strongest engagement, with 77% interested in such products, compared to just 30% of those aged 55 and over.
However, purchasing intent does not necessarily align with interest. While 44% say they would be likely to buy products marketed for Lent, a nearly equal 45% are unlikely to do so. Similarly, for Shrove Tuesday products, 38% express likelihood to purchase specific products, while 50% are unlikely.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 25-26 February 2025, with a nationally representative sample of 2,123 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
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