Christmas 2024: Record online grocery spending and a great year for gammon
As forecasted in the Christmas predictions article, AHDB shared that 23 December proved to be the most popular grocery shopping day, with sales 30% higher than any other day in 2024.
Growth of premium own-label lines increased by 14.6%, showing that consumers are willing to pay a bit more for a treat at Christmas time.
Online grocery spending reached a record £1.6bn, reaching 5.6m households this Christmas (Kantar 4w/e 29 December 2024), suggesting that many consumers are choosing to avoid the supermarket chaos and shop from their sofas in December.
Total meat, fish and poultry (MFP) volumes remained level with the standout Christmas of 2023, despite a decrease in retail promotions across all red meat roasting joints.
As expected, whole turkey fared well with +2.4% year-on-year volume growth. Gammon roasting joints also had a good year, even with significantly less promotional activity than turkey, with a +1.4% volume increase year-on year (Kantar 4 w/e 29 December 2024).
Volumes of gammon roasting joints sold during December represent 24.4% of all gammon roasting joint volumes sold during 2024, demonstrating the importance of gammon at Christmas festivities.
Lamb roasting joints also had a strong seasonal performance, echoing the excellent performance for lamb as a whole across 2024 (4.3% volume growth Kantar 52 w/e 29 December 2024).
Emma Wantling, Retail & Consumer Insight Manager, said:
"It’s positive to see another strong performance from our meat and dairy sectors this Christmas, once again highlighting the importance of Christmas classics like cheese and roasting joints for British consumers.
"AHDB’s Let’s Eat Balanced marketing campaign has returned this January 2025 to promote the exceptional taste, flavours and nutritional benefits of lean meat and dairy as part of a varied and balanced diet.
"The campaign aims to build trust in the nation’s agricultural sector by bringing consumers closer to the farm, showcasing the resilience and dedication British farmers put into producing food of world-class quality".
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