Research : 48% of shoppers agree that food and drink is the most important part of Christmas Day

The UK grocery market is set to experience 2.4% growth this Christmas, with shoppers predicted to spend £21.6bn over the festive period, according to the latest forecast from research organisation IGD.

With nearly half (48%) of shoppers agreeing that food and drink is the most important part of Christmas Day, grocery has a key role to play on the 25th December, creating opportunities for people to honour annual traditions or create new ones.

• While 65% are planning to have turkey this year, nearly one in 10 (9%) will opt for a vegetarian or meat alternative
• 7% are planning to use their Alexa/Google Home to help them prepare for Christmas meals
• 35% of shoppers are tempted to buy certain food and groceries from adverts they’ve seen at Christmas, increasing from 29% in 2016
• Shoppers anticipate spending an average of £90 for their household’s main Christmas meal this year, with 33% estimating they will spend over £100

Vanessa Henry, shopper insight manager at IGD, said: “Although Christmas is very much wrapped up in tradition, we’re starting to see some new and interesting trends emerging in the run-up to the festive period. In particular, and similar to a trend we’ve seen emerging over the past year or so, there is a greater focus on vegan or vegetarian options for the main Christmas meal centrepiece.

“Growing media and social media coverage, coupled with greater investment by both retailers and suppliers in these products, means more shoppers are considering these meat-free alternatives this year. Although some families have unique food traditions that they stick to every year with certain foods, Christmas can also be a time to experiment with new and different products.”

Whilst indulgence starts for some on Christmas morning, with 4 in 10 shoppers (40%) claiming to usually have an alcoholic drink before 12pm and 31% usually eating chocolates or sweets first thing, the majority of us save ourselves for the main Christmas meal. Indeed, the top breakfast choice to start the festive day is toast, enjoyed by 34% of shoppers, followed by breakfast cereal (29%), eggs (17%), bacon and/or sausages (17%) and a full cooked breakfast (15%). Over one in 10 (11%) skip breakfast altogether.

Although Christmas is known as a time of traditions, with two thirds of people (63%) claiming to have the same main meals every year, nearly one in 10 (9%) shoppers will be opting for a vegetarian or meat alternative main. Younger shoppers in particular are planning on experimenting with vegan and vegetarian recipes this year, with 20% of 18-34-year olds planning to make vegan dishes and 25% vegetarian recipes on Christmas day.

Technology will also play its part in Christmas day this year, with 7% of people planning to use their Alexa or Google Home device to help them prepare for Christmas meals. This rises to over one in 10 (11%) of families and 17% for 18-34-year olds.

 

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from TheMarketingblog http://www.themarketingblog.co.uk/2018/12/research-48-of-shoppers-agree-that-food-and-drink-is-the-most-important-part-of-christmas-day/