UK eating more vegetables at Christmas

The poll of 2,000 adults recently made by the main wholesale market from London and shared by the Fresh Produce Consorcium (FPC) found that 51% are eating vegetables at Christmas in search of greater variety, and 48% are driven by healthier food options. The 18-34-year-old age group are more likely to serve up at least seven different vegetables on their Christmas plate; actively challenging the notion that Christmas means indulgent foods at home and when dining out. 

Brussels sprouts British’ favorite vegetable

Brussels sprouts are now the nation’s second favorite vegetable for Christmas, ranking just behind the iconic roast potato. NGCM’s survey found that 63% of the nation now claim to love sprouts, compared with just 16% who still claim to hate them. Discounter Aldi is promising the lowest-priced Christmas dinner this year after bringing back its popular Christmas Super Six Veg promotion.

Retailers’ efforts to slash prices

As of 18 December, Aldi said it will once again slash prices on festive vegetable staples to just to make it easier for families to enjoy a “delicious and affordable” Christmas dinner. Aldi’s British-sourced vegetables will be cut to 8%, including: white potatoes (2kg), carrots (1kg), parsnips (500g), red and white cabbages (each), brussels sprouts (500g) and swede (each). The price lock promise will not affect suppliers, however, confirmed Giles Hurley, CEO of Aldi UK and Ireland. “Being the cheapest for shoppers doesn’t affect the fair prices paid to our suppliers,” he stated. “The discount is our commitment, at our own cost.”

Lidl to discount festive vegetables

Lidl is also reportedly heavily discounting festive vegetables, including: sprouts (500g), carrots (1kg), potatoes (2kg), parsnips (500g), echalion shallots (300g) and individual swedes. Lidl said the promotional prices will be active in stores from 19 December to 24 December and will not affect payments made to growers since these fall under long-term agreements. 

Asda to open 20 new outlets

Despite rising food costs, Asda said it remains committed to shielding customers from financial pressures by offering prices that are “significantly lower than its competitors base” as well as loyalty prices. Based on a large shopping trolley, Asda said it is consistently recognized as the lowest-priced full-service supermarket in the independent consumer survey “Which?”’. The retailer’s convenience format Asda Express is also reportedly matching prices with its supermarkets on core lines and offering exclusive promotions as it opens 20 new outlets before the end of the year. 

Co-op to invest 1 billion pounds

Co-op plans to ‘Back Britain’ by pumping 1,15 billion euros into the UK economy over the next 12 months to help tackle the cost-of-living crisis and bolster the nation’s future growth ambitions. Designed to support consumers, businesses, and high streets, the significant investment includes one of Co-op’s biggest-ever number of price reductions, with the cost of over 1,000 products set to fall in 2,300 stores and online.

At the same time, Co-op said it will continue to spend over €800 million a year with British farmers and agricultural suppliers, maintaining its pledge to source British grown produce including a 100% British Potatoes and carrots all year-round commitment. The cost of living is one of the top three concerns for over half (58%) of respondents to Co-op’s latest membership research, up from 51% in late 2024. The insight found concern is even higher among younger members, with 72% of those aged 18 to 34 placing cost of living in their top three worries.

Morrisons discounts essentials

To help those feeling the pinch this Christmas, Morrisons has reduced prices on over 800 everyday essentials since September and is working closely with its supplier partners to offer further price reductions. The retailer is also providing “meaningful initiatives” that offer practical community support, such as free children’s meals every day in Morrisons cafés, school holiday breakfast clubs, and special offers for senior customers using its cafés, as showed on the picture. Source: FPC

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