Field Agent Christmas Food Shopping Benchmarking study
In the run-up to Christmas, we asked 180 shoppers to check out the Christmas food on display and tell us what they would buy (and why) comparing the performance across major retailers (Asda, Sainsbury's, Tesco, Morssions, Lidl and Aldi.
At Field Agent, we capture real time Shopper reaction at the Fixture. And we found this Christmas, behaviour is remarkably consistent.
Here's
When the pressure is on, shoppers don’t look for inspiration. They look for confidence.
Our analysis of hundreds of real shopper responses shows that Turkey still anchors the Christmas meal, but the turkey crown has become the modern default. It delivers the reassurance of tradition, with less risk, less waste and less effort — a better fit for today’s households.
Chicken has firmly stepped out of turkey’s shadow. For many shoppers, it isn’t a fallback — it’s the main event. Familiar, reliable and widely liked, it removes uncertainty from the table.
When shoppers want to elevate the occasion, beef is the upgrade of choice. Premium cuts signal indulgence and help shoppers feel they’ve “done Christmas properly”, particularly when hosting.
Across all proteins, one factor cuts through: convenience. Roast-in-the-bag, slow-cooked and pre-prepared formats consistently reduce anxiety around the most important meal of the year.
Packaging plays a critical role too. Clear portion guidance, visible product and cues such as “British” or “free-range” act as shortcuts to trust at fixture.
The takeaway is simple:- At Christmas, shoppers don’t want more choice.
- They want to feel sure they’ve made the right one.
The Brands and Retailers that remove friction and risk don’t just win sales — they win a place at the table.
Methodology: Insight drawn from analysis of hundreds of UK shopper verbatims, photos and Videos collected by Field Agent as part of our annual Christmas grocery study.
If you'd like a copy of the Full report, comparing Retailer performance please email robin@fieldagent.co.uk