More than half of UK consumers are expected to serve ready-prepared roast potatoes with their Christmas dinner this year, underlining the growing role of convenience products in the seasonal potato category.

New consumer research released by Nanna Tate indicates that 53% of UK adults plan to buy ready-to-cook roast potatoes for Christmas rather than preparing them from scratch. The shift is most pronounced among younger consumers, with 70% of Gen Z respondents opting for prepared roasties, compared with 30% among those aged over 65.

The survey also highlights changing attitudes towards scratch cooking. Among respondents who have previously served prepared roast potatoes, 46% admitted to presenting them as homemade, rising to 73% among Gen Z participants. Nearly half of those choosing prepared options said they would not feel guilty doing so.

Practical considerations appear to be a key driver. Respondents cited limited oven space, the challenge of cooking for larger groups, and a lack of confidence in achieving consistent results when preparing roast potatoes from scratch. Time pressure also plays a role, with almost a third of respondents saying Christmas dinner typically takes between two and three hours to prepare, while more than one in ten start preparations more than a day in advance.

Despite the move towards convenience, roast potatoes remain firmly embedded in UK Christmas traditions. According to the research, 89% of respondents identified roast potatoes as their preferred festive potato dish, ahead of mash, chips and jacket potatoes.

Commenting on the findings, Lucia Washbrook of Nanna Tate said: “Brits care about making Christmas dinner special, but they also want to enjoy the day. The survey shows that prepared roast potatoes help people manage the meal without losing out on potential precious moments with family while also enjoying a flavoursome meal they expect.”

She added: “Guests will focus on how something tastes and not whether every element was made from scratch, so people feel confident choosing options that save time while still delivering on quality.”

Nanna Tate said it continues to invest in both fresh and prepared potato products to meet evolving consumer expectations, positioning convenience solutions as a way for households to balance quality, time and ease of preparation during peak seasonal occasions such as Christmas.