New consumer research data released by the Agriculture and Horticulture Development Board (AHDB) today (Tuesday, December 3), forecasts a number of Christmas food trends ahead of the national holiday, including claims that one in four consumers will use an air fryer to cook all or part of their Christmas meal.
Of those who plan to use an air fryer, 57% intend to use it to cook the meat (of all joint types) , 53% the roast potatoes and 46% the pigs in blankets, according to new insights revealed by data analysists at AHDB Pulse and YouGov.
While just 5% of consumers are planning on eating out on Christmas Day, ADHB forecast a surge in costs relating to the Christmas dinner in line with previous years, due to people spending more on meat-centred dishes (e.g. roasts) and seasonal offerings (e.g. hot milk-based drinks).
As a result, the AHDB predicts that retail demand will be greater than that of 2023’s spending, as 20% claim they will eat out of home less this December, compared to latter years.
While the number of consumers concerned about the cost-of-living crisis has fallen this Christmas, 77% of those surveyed by Two Ears One Mouth in November 2024 have expressed financial worries, with 38% indicating that good value for money will be crucial for meat purchases in particular.
“As a result, we see polarised spending ability, with more affluent consumers open to increasing their spending, middle-income households being cautious, and lower-income households feeling squeezed,” retail and consumer insight manager for AHDB, Emma Wantling said.
With 37% claiming that high quality will be prioritised over price in the christmas food shop, demand for premium retailers, local butchers and farm shops will likely be just as high as the demand for discount suppliers, AHDB predicts.
The AHDB also predicted that purchases from online retailers will be 37% higher this year than in previous years, in line with consumer’s growing preference for convenience.
Sunday, December 22 and Monday, December 23 are forecasted by ADHB to be the most popular days for the Christmas food shop, as 43% of consumers plan to do their Christmas shopping in one fell swoop.
The study also showed that turkey remains the most popular meat option for Christmas Day, followed by gammon/ham and beef, with 23% of consumers expected to buy two meat options and 10% planning to buy three meat dishes for the day.
“In terms of the rest of the Christmas plate, roast potatoes are the most popular element, but 58% of consumers say that pigs in blankets are essential – as important to consumers as stuffing, Brussel sprouts and Yorkshire puddings.
“Spotlighting desserts, we predict dairy will also do well, with plain cream, custard and ice-cream seen as essential to accompany traditional Christmas pudding or alternatives such as sticky toffee pudding.
“Among those preferring flavoured creams or butters, brandy comes out on top,” Wantling confirmed.
While research has shown that cheesecake and Christmas pudding remain tied for the most popular desert choice on the day, one in four consumers have expressed a preference for cheese and biscuits, with 38% claiming that a cheese board is essential to festive celebrations.
Brie, cheddar and blue stilton have been named as the most preferred cheese varieties to feature on the cheese board, research purports.
