Experts predict that the cost of Christmas dinner this year will remain steady compared to last year, despite the recent increase in food prices. According to market research firm Worldpanel by Numerator, the average cost of a turkey and accompanying ingredients for a family of four is £32.46, slightly lower than last year’s £32.57. This price stability is occurring even as grocery prices have risen by 4.7% overall in the past month.
Retailers are intensifying their efforts to attract Christmas shoppers by offering competitive promotions. Supermarkets are particularly mindful of budget-conscious families who prioritize affordability when purchasing essential Christmas food items.
The research by Worldpanel reveals that the price of a frozen turkey has actually decreased by 3.6% to £13.52 compared to a year ago. While parsnips are also cheaper than last year at 71p for four, prices have risen for other festive staples. Cauliflower is up 4.2% to £1.22, carrots up 5.5% to 52p, Brussels sprouts up 3.6% to 92p, potatoes up 1.1% to £1.67, and gravy granules up 5.1% to £2.23. Additionally, stuffing mix is 6.9% more expensive at 96p, cranberry sauce costs about 10% more at 86p for four, Christmas pudding is up 0.8% to £3.34, and sparkling wine costs 1.7% more at £6.51 per bottle.
Discount grocer Aldi has maintained its prices, offering a festive meal for eight at less than £12, equating to under £1.50 per person. This deal is available from December 19 to Christmas Eve, featuring festive vegetables that can be reduced to 8p as part of the supermarket’s Christmas Super Six promotion.
Worldpanel by Numerator reports that promotional offers at supermarkets accounted for over 31% of all purchases last month, slightly higher than the previous year. Fraser McKevitt, head of retail and consumer insight, highlighted the efforts made by retailers to attract shoppers during the holiday season, especially amid ongoing financial challenges for many households.
While chocolate prices have risen by 18.4% compared to last year, consumer demand remains strong for confectionery advent calendars and sparkling wine. Online grocer Ocado achieved a record market share of 2.2%, with sales increasing by 15.8% in the last three months. However, physical stores are still dominant in the grocery sector, with the days leading up to Christmas expected to be the busiest for supermarket shopping.
Lidl experienced the largest market share growth, gaining 0.5 percentage points to reach 8.1%. Aldi’s sales increased by 4.1%, maintaining a market share of 10.5%. Sainsbury’s saw a 5.1% increase in sales, raising its market share to 16%, while Asda’s sales declined by 4.3%, with a market share of 11.5%.
Leading the industry, Tesco’s sales grew by 4.7% to nearly £10.2 billion in the three months ending in November, boosting its market share to 28.3%.