This year, experts predict that the cost of Christmas dinner will remain stable compared to last year, despite the recent surge in food prices. Market research firm Worldpanel by Numerator reveals that the average cost for a turkey and all the trimmings for four people is £32.46, slightly lower than last year’s £32.57. This price drop is notable given the 4.7% grocery price inflation rate in the previous month.
Retailers have intensified promotions to attract Christmas shoppers, recognizing that price-conscious families are prioritizing affordability for essential holiday food items. According to Worldpanel, the price of a frozen turkey has decreased by 3.6% to £13.52, and parsnips are 0.4% cheaper at 71p for four.
Conversely, the prices of certain items have increased: cauliflower by 4.2% to £1.22, carrots by 5.5% to 52p, Brussels sprouts by 3.6% to 92p, potatoes by 1.1% to £1.67, and gravy granules by 5.1% to £2.23. Additionally, stuffing mix has risen by 6.9% to 96p, cranberry sauce by approximately 10% to 86p for four, Christmas pudding by 0.8% to £3.34, and sparkling wine by 1.7% to £6.51 per bottle.
Discount grocer Aldi maintains affordable prices, offering a festive meal for eight at less than £12 or under £1.50 per person. This deal, available from December 19 to Christmas Eve, includes festive vegetables that can be discounted to 8p as part of the Christmas Super Six promotion.
Worldpanel by Numerator reports that over 31% of supermarket purchases last month were made on promotion, slightly higher than the previous year’s 30%. Fraser McKevitt, head of retail and consumer insight, notes that retailers are striving to engage shoppers, especially during this crucial trading period, as many households are experiencing financial challenges.
Despite an 18.4% increase in chocolate prices compared to last year, five million households purchased a confectionery advent calendar in November. Additionally, over one in 10 shoppers bought Champagne or sparkling wine in the past month.
While online grocer Ocado achieved a record market share of 2.2%, with sales rising by 15.8% in the last three months, physical stores continue to dominate the grocery sector. With Christmas falling on a Thursday this year, Monday, December 22, and Tuesday, December 23, are expected to be the busiest days for supermarket shopping.
Lidl gained the largest market share increase, rising by 0.5 percentage points to reach 8.1%. Aldi’s sales grew by 4.1%, maintaining a 10.5% share. Sainsbury’s saw a 5.1% sales increase, reaching a 16% market share, while Asda faced a 4.3% decline in takings, with a 11.5% market share.
Leading the industry, Tesco experienced a 4.7% sales growth, totaling nearly £10.2 billion in the three months ending November, with a market share of 28.3%.
