According to a Christmas red meat report, grocery sales reached a record £13.8 billion over Christmas, despite shoppers cutting back on turkey purchases.
The Agriculture and Horticulture Development Board (AHDB) has shared that despite nearly half of consumers claiming they were planning to cut back on overall Christmas spending, food remained a “protected spend” and total grocery volumes were up 1.1% (Worldpanel by Numerator, 4 w/e 28th December 2025).
Total meat, fish and poultry (MFP) volumes were up 0.8% (Worldpanel by Numerator, 4 w/e 28th December 2025), with festive red meat cuts performing particularly well, outperforming the total grocery market.
AHDB described turkey as a “clear casualty” at Christmas, as shoppers cut back on whole birds and primary cuts. As a result, primary volumes declined by 12% year-on-year.
However, it found that lamb was the “runaway success” of the season, despite reduced demand throughout much of 2025. During the two weeks ending 28th December 2025, leg roasting drove overall lamb performance, with a 24.7% increase in volumes purchased. Targeted promotions were “particularly effective”, as shoppers responded to value-led deals and the “promise of a festive centrepiece”.
Beef roasting joint volumes were up 8.6%, but pork shoulder roasting joints performed “especially well”, with volumes purchased increasing by 43.7% (2 w/e 28th December 2025).
AHDB’s retail & consumer insight analyst, Charlotte Forkes-Rees, said: “Red meat performance this season suggests that consumers are changing up their Christmas centrepieces, and we expect more people to explore alternatives to turkey in 2026.
“In December 2025, premium own-label products were present in 92% of shoppers’ baskets (Worldpanel by Numerator, 4 w/e 28 December 2025), highlighting that at Christmas, shoppers are willing to splurge on a treat. When promoting their premium ranges, retailers should ensure they emphasise indulgence and added value to encourage consumers to spend that little bit more.”
