Gammon leads the way for pig meat at Christmas
Hard Discounters, led by Lidl, were the key winners during the Christmas period.
Promotional activity, such as Lidl’s ‘spend £50 or more and save £10’ voucher scheme helped to pull in consumers and capture the large Christmas shop, as their offering increasingly resembles that of mainstream retailers. Expenditure losses seen within the Big 4 Grocers were mainly attributed to shoppers purchasing smaller basket sizes, although the major retailers did hold their own in the important top-up shop convenience category.
Premium ranges were a key part of Christmas 2015. Consumers traded up for the festive occasion, with up to 50% of shoppers buying into the premium ranges within Lidl. This trading up was also evident within the retailers, with Marks & Spencer doing well during the festive period.
While lamb, chicken and fish all performed well this Christmas, pork suffered a 13% decline in spend over the 4 week period. Despite this, gammon is still the most popular single protein bought within the period, with purchases up 5% in volume terms. The drive towards roasting joints has increased spend and volume of pork loin joints, although pork legs and shoulders were down in spend, partly due to decreased retailer promotions.