Experts predict that the cost of Christmas dinner this year will remain at a similar level to last year, despite the recent increase in food prices. Market research firm Worldpanel by Numerator has reported that the average cost of a turkey and all the traditional accompaniments for a family of four will be around £32.46, slightly lower than the previous year’s £32.57. This stable pricing trend comes amidst a 4.7% inflation rate in overall grocery prices recorded last month.

Major supermarkets are intensifying their promotional efforts to attract Christmas shoppers, recognizing the significance of competitive pricing during the festive season. Worldpanel data reveals that the price of frozen turkeys has decreased by 3.6% to £13.52 compared to last year, with parsnips also showing a 0.4% reduction at 71p for four pieces.

However, the prices of some Christmas dinner essentials have seen an increase. Cauliflower prices have risen by 4.2% to £1.22, carrots are up by 5.5% to 52p, Brussels sprouts by 3.6% to 92p, potatoes by 1.1% to £1.67, and gravy granules by 5.1% to £2.23. Furthermore, stuffing mix costs 6.9% more at 96p, while cranberry sauce is approximately 10% pricier at 86p for four servings. Additionally, the cost of Christmas pudding has gone up by 0.8% to £3.34, and sparkling wine prices have increased by 1.7% to £6.51 per bottle.

Discount retailer Aldi has maintained its prices for a festive meal serving eight people at less than £12, equating to under £1.50 per person. This offer, available from December 19 to Christmas Eve, includes festive vegetables that may be reduced to 8p as part of the Christmas Super Six promotion.

Worldpanel by Numerator highlights that over 31% of supermarket purchases in the past month were made on promotion, slightly higher than the same period last year. Fraser McKevitt, head of retail and consumer insight at Worldpanel, notes that retailers are striving to attract consumers, especially during Christmas, despite ongoing economic challenges. He emphasizes the popularity of indulgent items even during tough times, with premium own-label products experiencing increased sales.

Although chocolate prices have risen by 18.4% compared to last year, the demand for confectionery advent calendars remains strong, with five million households purchasing them in November. Similarly, over 10% of shoppers bought Champagne or sparkling wine in the last month.

While online grocer Ocado has achieved a record market share of 2.2% with a sales increase of 15.8% over the past three months, physical stores continue to dominate the grocery sector. With Christmas falling on a Thursday this year, the busiest supermarket shopping days are anticipated to be on December 22 and 23.

Lidl has experienced the most significant market share growth, gaining an additional 0.5 percentage points to reach 8.1%. Aldi’s sales have increased by 4.1%, maintaining a market share of 10.5%. Sainsbury’s sales rose by 5.1%, leading to a market share of 16%, while Asda continues to face challenges, with a 4.3% decrease in takings and 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 leading up to November, with a market share of 28.3%.