December brought the enchantment of the holidays, as food boards took centre stage, the annual Christmas supermarket war broke out (the winner may shock you!), and plant-based trends continued to prove popular. Here’s December’s Food & Drink Trends:
🧀 All aboard! 🥩
The festive period, a time when people gather around tables with loved ones, has long been synonymous with the joy of sharing delicious meals. As such December saw a surge in popularity for sharing platters and food boards. From indulgent grazing boards to sophisticated charcuterie displays and even butter boards, these communal spreads have become an integral part of the holiday experience.
Over on TikTok, the #bringaboardnight trend has amassed an impressive 125.5 million views, as groups come together to showcase their creativity by each bringing their own unique displays to share with one another.
@rachaelcasey Annual Christmas get together & bring a board night! 🎄🎅🏽 #bringaboardnight #girlspjparty #girlschristmasparty
Also, Google searches for ‘graze boards’ are up +24% in the past month. Simultaneously, the ‘charcuterie’ hashtag boasts an astounding 2.3 billion views on TikTok, showcasing the global fascination with these artfully arranged assortments.
In response to this, supermarkets looked to innovate and capitalise on the growing trend. For example, Asda launched a ready-to-serve Extra Special Specialty Cheeseboard, ready to be presented on a stylish slate.
Tesco were also keen to embrace the food board trend with their festive Build Your Own Christmas Olive Tree. This imaginative creation features a tower of Mediterranean olives and sundried tomatoes, inviting consumers to participate in the artistic assembly of their own culinary centrepiece.
@tesco Oh olive tree, oh olive tree..🎶🎄 Take your Christmas spread to the next level with our DIY Olive Christmas Tree kit. Available in the majority of larger stores. #BecomeMoreChristmas #Christmasideas #Christmasrecipes #charcuterie #Christmas
🎄 Christmas Supermarket War 🎄
In the backdrop of broader cost-of-living trends, the Christmas sales arena witnessed a notable victory for discount supermarkets, particularly Aldi and Lidl. These budget-friendly retailers not only continued to outperform the market but collectively increased their combined market share during the 12-week period leading to Christmas, reaching an impressive 20.1%, up from 19% in Q4 2022.
Lidl emerged as the undisputed winner, claiming the lion’s share of Christmas spend from all rivals. According to Kantar data, Lidl secured an impressive £116 million in shopper spend over the 12 weeks to 24 December. This substantial sum included £12.2 million from its fellow discounter, Aldi. The shifting spend extended beyond the discounters, with £51.6 million redirected from major supermarkets such as Tesco, Sainsbury’s, Morrisons, and Asda. The remaining portion, amounting to £52.3 million, was drawn from premium supermarkets and other food outlets.
Interestingly, Lidl’s stellar performance highlights the resilience of its appeal to budget-conscious consumers despite a marketing setback from its underwhelming Christmas advert. In contrast, despite Aldi’s boost from new stores and the spirited efforts of beloved characters like Kevin the Carrot, it somewhat surprisingly lagged behind its discount counterpart.
🌱 Green Christmas 🌱
With an increased consciousness towards plant-based living, #veganchristmas is another trend that was popular this year, with Waitrose reporting a +115% increase in searches for ‘plant-based’ on its website compared to last year.
Leading the charge in this eco-conscious movement, Tesco has introduced over 100 Plant Chef and Free From products, providing an extensive array of plant-based alternatives. Among the highlights are the Mushroom and Chestnut Festive Wreath and the ‘No-Turkey’ Crown, offering delectable alternatives for those embracing a plant-powered Christmas.
Interesting in hearing how your brand can capitalise on these food and drink trends? Get in touch to find out how we can help hello@hatch.group
