The traditional Christmas pudding is continuing to lose favour with Irish shoppers, as consumers increasingly opt for modern festive desserts, according to new Christmas sales insights from SuperValu.
While the classic pudding remains part of the seasonal shop, its popularity is waning. SuperValu sold around 65,000 Christmas puddings last year, reflecting a continued year-on-year decline as households turn to richer, more contemporary alternatives. Chocolate puddings and salted caramel desserts are among the fastest-growing festive treats, signalling a shift in tastes away from traditional puddings and cakes.
In contrast, some Christmas staples remain as strong as ever. Selection boxes continue to dominate festive sales, with SuperValu selling more than 790,000 selection boxes in the run-up to Christmas, making them the retailer’s top-performing seasonal item. Tubs of favourites such as Cadbury Roses and Quality Street also remain central to festive traditions, with both products growing their share compared to the previous year.
The data also reveals the nation’s most common last-minute panic buys. Bags of ice top the list, with 19,000 sold on Christmas Eve alone, followed closely by cream. Cream sees a major seasonal uplift, with 10% of total December cream sales taking place on December 24, as households stock up for desserts and cooking.
Fresh food categories experience strong growth in the days leading up to Christmas. Berries see a notable uplift, driven by festive breakfasts and desserts, while bakery items and cream surge in the final five days before Christmas. Cheese and charcuterie continue to grow strongly, with SuperValu’s Signature Tastes party food range among the fastest-selling during peak Christmas week.
While turkey remains the most popular Christmas meat, growth in other proteins is now outpacing it. Beef and lamb sales continue to rise, and duck recorded the largest proportional increase, albeit from a smaller base. Demand for smaller turkey options, including crowns and boned-and-rolled joints, is also increasing, reflecting smaller household sizes. Vegetarian options, such as The Happy Pear Chestnut Roast, continue to see steady year-on-year growth.
Many traditional favourites, however, remain firmly entrenched. Brussels sprouts continue to perform strongly, with 196,000 bags sold in the week before Christmas, while Irish shoppers purchased over 800 tonnes of potatoes, confirming roast potatoes as the nation’s favourite festive side dish.
Shoppers are also spreading their festive spend over a longer period, with non-perishable items increasingly purchased from early November. Own-brand products peak at around 20% of total sales in Christmas week, while over 80% of SuperValu sales come from Irish registered suppliers, highlighting strong support for local producers.
Marketing Director at Musgrave Retail, Rita Kirwan, said: “Our festive shopping data shows how Irish Christmas traditions are evolving as shoppers put a new twist on many of the old favourites.” She added: “I’d like to thank our customers, retail partners and their teams who always go the extra mile to deliver a fantastic festive experience across communities nationwide.”
Despite changing tastes, Irish Christmas traditions remain deeply cherished, blending nostalgia with modern twists at the heart of festive celebrations.
