December was the busiest month on record for British supermarkets as the public splashed out on Christmas despite Covid-19 restrictions, according to Kantar.
Fraser McKevitt, Kantar’s head of retail and consumer insight, said December was always busy for retailers, but it was usually supplemented by out of home eating.
He said: “This year, almost all those meals were eaten at home and retailers stepped up monumentally to meet the surge in demand.”
Six and a half million households bought a turkey for roasting, but sales of whole birds dropped 5 per cent.
With smaller gatherings, some consumers ‘seized the opportunity’ to mix it up.
As a result, sales of pork roasting joints were up 19 per cent, fresh fish by 20 per cent and whole chickens by
7 per cent.
The UK also spent £10 million on sprouts, up 11 per cent and cheese sales were up 17 per cent.