As we approach Christmas Day shoppers across the UK will be filling up their baskets with festive staples – and according to Kantar, consumers are looking to trade up this year.
The proportion of spending on premium own-label products is set to climb to nearly 7% this month, having already reached 5% over the latest four weeks.
As premium food is driving sales in what is already set to be a record-breaking Christmas for UK grocers, what are the top-tier products flying off the shelves this festive season?
Sainsbury’s has identified Christmas seasonal liqueurs and cocktails, festive sandwiches and party food as some of the top sellers among its premium range this year.
Sainsbury’s Taste the Difference Festive Liqueurs
The supermarket’s new Taste the Difference Festive Liqueurs in Tiramisu Rum, Sticky Toffee and Berry Compote Gin have seen an 89% sales uplift month-on-month from the first week of December versus the same period in November.
Meanwhile, its new Taste the Difference Ice Ice Bao-By penguins are “flying off the shelves” and its premium Festive Porchetta Sandwich has received “excellent reviews” this year and is selling well, according to Sainsbury’s.
Sainsbury’s Taste the Difference party food
Asda is predicting this year’s hero lines will be its Exceptional Handmade Bone Marrow in Beef Pie, which features a 40% all-butter puff pastry and slow-cooked Aberdeen Angus beef. The supermarket chain also highlights its Exceptional Sirloin Steak Fondue with Wykes Farm Vintage Cheddar Bake, which taps into Brits’ appetite for comfort foods with a modern twist, as a strong seller during the festive period.
Asda Exceptional Sirloin Steak Fondue with Wykes Farm Vintage Cheddar Bake
The grocer’s Exceptional Afternoon Sea, which launched on 21 December, is also expected to be popular this year.
It features three pre-made seafood canapés, including blini canapés topped with truffle-infused cream cheese and salmon, mini scallop shells filled with green spinach mousse and lobster, alongside mini crumpets with Marie Rose mousse and prawns.
Asda’s Exceptional Afternoon Sea
Other hero lines include the Exceptional Melt in the Middle Camembert & Pork Pie and Exceptional Pigs in Blankets Camembert Wreath.
This year half of Tesco’s Christmas range, which includes over 300 premium products, are new or improved lines.
Its Finest Chef’s Collection has doubled this year, offering seven new products across starters, mains and desserts, including the Morello Cherry & Chocolate Delice.
Tesco Finest Chef’s Collection
Tesco also launched a Finest gifting range this year, featuring 21 products across confectionery, bakery, beverages and grocery, as well as luxury biscuit tins and hampers.
Tesco Finest centrepieces
Some of the most popular products in Waitrose’s premium Christmas range this year include its No.1 British Free Range Pork Chipolatas Wrapped in Bacon, with sales up 108% year-on-year.
Waitrose No.1 Crispy Bacon Carbonara Cups
Traditional fruit cakes are also proving popular, with sales of its No.1 Matured Rich Fruit Cake up 20% year-on-year, while three varieties of fruit cake in its No.1 range are already sold out online.
It noted that customers are also enjoying its new products, including the No.1 Golden Limoncello Stollen Bites, No.1 Crispy Bacon Carbonara Cups and No.1 Red Velvet Bauble Dessert, which features as the star of the retailer’s 2024 Christmas advert.
Waitrose No.1 Golden Limoncello Stollen Bites
M&S is expecting its Christmas and Turkey Feast sandwiches to be two popular products this festive season and will be donating 5% of sales from each item in the Christmas Food On The Move range to Shelter to support people experiencing homelessness or unfit and unsafe housing.
This year, the upmarket retailer’s Mince Pie Liqueur comes in a ‘”world first magical light-up bottle”. By touching the bottle, the lights on the Christmas tree will turn on instantly.
Its Nocciolato Panettone, which is made to an authentic traditional family recipe, is also “going down a storm”, according to M&S.