New research by consumer insights firm Vypr revealed more than half of UK consumers (52%) planned to eat and drink less during the festive period, highlighting a growing trend towards healthier holiday habits.

This is further reinforced a growing number of people opting for more balanced options, with less than a third (29%) of consumers planning to indulge themselves as much as usual. Those more health-conscious individuals planned to have more vegetables in meals (13%), cut down on processed foods (11%) and reduce the amount of fat used in cooking (8%).

Commenting on the findings, Vypr founder Ben Davies said: “While Christmas advertising continues to focus on the indulgence of the festive season, the trend for health and wellness shows no sign of slowing down.

Balanced consumption

“With growing consumer awareness of nutritional content and the amount of processed food we consume, plus wider availability of healthier alternatives such as low and no alcohol, this could be the first year we see a distinct move towards more balanced consumption, paving the way for Christmases to come.”

While there is a noticeable uptick of people wishing to eat healthier over Christmas, more than a third of UK consumers (36%) said they will rely on a mix of both home-cooked and shop-bought products.

Readymade buffet and party food were a firm favourite, with Tesco is the top choice among consumers (21%), followed by Marks & Spencer (20%), for their festive party food this year. Party food being the most popular category in the frozen aisle with a third of people (32%) planning to purchase, followed by frozen vegetables (18%) and frozen meat (12%).

Food spend

Weighing in on the UK’s shopping habits, British Frozen Food Federation Commenting chief executive Rupert Ashby, said: “At Christmas, spending on food increases across the board. Kantar data shows UK households buy roughly 10% more grocery items during the festive season compared with a typical month.

“Convenience is always a big part of the appeal of frozen food, and this is particularly relevant at Christmas, when many people often have more people to feed than usual. The selection of frozen options available has been honed over the years to cater for these needs, focusing on easy-to-prepare party food, ready prepared vegetables and affordable options for smaller gatherings, such as turkey crown for four.”

Meanwhile, Food Manufacture explored what will be popular F&B picks among consumers shopping baskets this Christmas.