In the run-up to Christmas, we asked 180 Shoppers to check out the Party Food across the major multiples Asda, Tesco, Sainsbury's Morrisons, Aldi and Lidl. Here are the headlines:-
- Comfort classics lead: sausage rolls, pigs in blankets, mini pies, chicken skewers and tempura prawns are must‑stock “crowd pleasers”.
- World flavours are normal now: Indian snack selections, bao buns, tacos and Asian “street food” are chosen as “something different” that still works for a buffet.
- Cheese and festive shapes do a lot of the work: mozzarella sticks, halloumi fries, camembert bakes and star/tree‑shaped cheeses are especially powerful because they tick indulgence, veggie‑friendly and “looks Christmassy” all at once.
- Ease beats effort: shoppers explicitly want “quick”, “no prep”, “just heat and serve” items that fit into the oven/air fryer when the house is full.
- Value + premium reassurance: multi‑buys and large selections signal value, while “Deluxe/Finest/Specially Selected” reassure on quality when entertaining.
Shoppers then told us how their experience in Shopping for Party Food could be improved, they are not looking for big changes, it's about tightening the offer around:
If you'd like to see our detailed report comparing how the different retailers performed please drop me a line robin@fieldagent.co.uk