As the festive season approaches, UK families are set to experience a slight relief at the checkout this Christmas, with the overall cost of a traditional Christmas dinner expected to drop modestly in 2024.
New research reveals that while the price of key ingredients such as turkey and Brussels sprouts has decreased, some staple trimmings and desserts have seen price hikes.
The price of Brussels sprouts has dropped by 12%, making them one of the more affordable items on this year’s festive table.
Additionally, the cost of a typical 10lb (4.55kg) frozen turkey has fallen by £1.21 compared to last year, offering some respite for those seeking to serve the iconic centrepiece of Christmas dinners.
According to figures from retail tracking platform Assosia, these reductions are part of a broader trend where Christmas dinner costs are set to fall from £32.18 last year to £31.66 in 2024.
Turkey Prices Stabilize, Smaller Birds in Demand
The drop in turkey prices comes after a period of fluctuating costs due to factors such as rising feed prices, labor shortages, and supply chain disruptions.
Tom Copas, managing director of Copas Turkeys in Berkshire, attributes the recent price stabilisation to a more predictable year for turkey farming.
“After a couple of incredibly turbulent years, we’re seeing incremental price changes rather than dramatic ones,” he explains.
Copas, whose family has been rearing turkeys since 1957, adds that smaller turkeys are becoming more popular this year, possibly reflecting customers’ efforts to manage their overall spending.
Despite the reduction in turkey prices, Copas notes that turkey sales have been slower, with more families opting for smaller birds.
“People are trying to keep the overall basket spend down,” he observes, indicating that economic uncertainty may influence shopping habits this Christmas.
Brussels Sprouts Enjoy a Bumper Season
While many food prices have been volatile over the past few years, Brussels sprouts have bucked the trend.
After experiencing difficulties in previous years, including challenges posed by extreme weather conditions, sprout producers are reporting a successful season in 2024.
John Inglis, senior commercial manager at ESG Drysdale, one of the UK’s largest sprout producers, explains that the “normal” weather patterns this year have allowed sprouts to thrive once again, reversing the trends of previous years.
Brussels sprouts now retail at 12p cheaper for a 500g bag than last year, reflecting this bumper crop.
Despite their reputation as a divisive vegetable, sprouts have remained a festive favourite, and many families will be relieved to see their prices fall this year.
Root Vegetables Face Price Increases
However, not all Christmas staples are seeing price cuts. Root vegetables such as potatoes, carrots, and parsnips have become significantly more expensive, largely due to adverse weather conditions that disrupted planting schedules.
Maris Piper potatoes, for example, have risen by 26%, with a typical 2kg bag now priced at £1.99, up from £1.58 last year.
Tracy Bush, co-director of Provenance Potatoes in Kent, points to a particularly wet spring that delayed planting for root crops.
“The autumn harvest was also challenging,” she says, noting that wet weather has made it harder for farmers to cultivate crops this year.
Similarly, carrots have seen a 13.4% increase, now priced at 69p per kilo, with carrot farmer Rodger Hobson noting that these price rises could be softened closer to Christmas as supermarkets often use carrots as “loss leaders” to attract shoppers.
Supermarkets and Christmas Shopping Strategies
Despite some price increases in root vegetables and Christmas desserts, shoppers still have ways to save. The analysis of supermarket prices shows that while the overall cost of a festive dinner has decreased, there are still significant price variations across stores.
Aldi emerges as the cheapest option for the basic list of Christmas essentials, with a total cost of around £24.30. Asda follows at £28.22, while Morrisons, Sainsbury’s, and Tesco round out the list, with Tesco coming in as the most expensive at £36.51.
Retail expert Ged Futter explains that supermarkets often compete on price in the run-up to Christmas, slashing prices for popular items like vegetables and meats to attract customers.
“Supermarkets usually fight for customers with cut price potatoes, carrots, parsnips, and Brussels sprouts,” he says. However, he warns that these discounted prices may not fully reflect the true cost to farmers and can contribute to food waste.
Desserts and Other Festive Treats Cost More
While the cost of the main meal has decreased, Christmas desserts are feeling the squeeze. Christmas puddings have risen by 11%, while mince pies have become 5% more expensive.
Jessica White, owner of Meg Rivers artisan bakery, which specialises in handmade puddings, says that her company has not raised its prices despite increasing costs of ingredients, packaging, and wages.
“We’ve sold out of Christmas puddings already and had to make more to fulfil the waiting list,” she says, citing strong demand despite the price increases.
Cost of Living Considerations and Budgeting Tips
For many, the holiday season presents a challenge in balancing tradition with affordability. With the cost of living still high, families are looking for ways to reduce spending on festive foods.
Retail experts suggest strategies like budgeting ahead of time, seeking out online offers, and making use of freezer space to store long-life items like butter and meat joints.
By planning meals and shopping smarter, it’s possible to enjoy a festive feast without overspending.
Many supermarkets also offer promotions on bulk items and “yellow sticker” discounts on products close to their sell-by dates, providing opportunities for savvy shoppers to save even more.
In summary, while UK families will enjoy a slightly cheaper Christmas dinner in 2024, challenges remain for some food categories.
Root vegetables, dessert items, and some traditional trimmings are more expensive this year, but careful planning and shopping can ensure a merry and affordable Christmas feast.
As the cost of living continues to impact food prices, shoppers will need to be strategic in their purchasing decisions to make the most of the festive season.
