Christmas Dinner Buying Trends


With the festive season fast approaching, thoughts turn to dark nights, dinner parties and hot meals with a glass of bubbly.

Last Christmas it seemed as though Prosecco was the hot trend featuring in everyone’s glasses. Here at mySupermarket, we were interested in understanding if our social perception of the move from Champagne Toasts to Prosecco Parties transferred beyond the social hype and across into shoppers online behaviour.

We were amazed to discover that whilst the volume of sparkling wine increased slightly over the past 4 years. The difference from 2014 to 2015 was 54.05%!


Where do these shoppers hail from? Our shopper profile data shows that the following locations are the 10 most popular areas for sparkling wine on mySupermarket.


What about the other Festive Food Trend that seemed to be everywhere in 2015? We were curious to know if the buzz around ‘a bird in a bird in a bird’ also led to changes in shopper behaviour.

Analysing data specifically taken from 1st November until 25th December over the past 4 years, it is understood that non-traditional poultry such as Duck, Goose & Fresh Game Birds rose at a faster rate than more traditional choices such as Chicken & Turkey which saw a slight decrease. However the traditional choices still maintain their position as the birds of choice for the Christmas Dinner Table.



Adding the finesse and finishing touches to the dinner table is the mySupermarket Vegetables Data. Are traditional brussel sprouts the leader holding the bulk of the market share during the festive period, or is another vegetable a surprising leader?

Breaking down the data it was discovered that the top 5 vegetables stays largely the same over the past 4 years, with not a brussel sprout in sight!


Interestingly Broccoli & Cauliflower entered the table as a high entry in 2015. Our curious analysts are wondering if this is due to the new trend in cauliflower rices and pizza bases. Rest assured, we’ll be keeping a close eye on vegetable trends in early 2016.

Data analysed spans from January 2012 to December 2015 inclusive.

mySupermarket Business Solutions is a retail technology service that supports brands and categories in FMCG with a 360 degree real-time solution to make their brands shine online. We help you improve your digital knowledge to become a digital category champion.