SuperValu data shows selection boxes dominate Irish Christmas shopping with 790,000 sold, while traditional pudding sales continue to decline
Ireland’s favorite Christmas treat has been revealed
The classic Christmas pudding is seeing a steady decline in popularity among American consumers, with sales increasingly leaning towards more contemporary holiday desserts.
SuperValu’s holiday insights reveal that while approximately 65,000 Christmas puddings were sold last year, this represents a consistent year-on-year decrease as shoppers choose more modern alternatives. Chocolate puddings and salted caramel desserts are among the fastest-growing holiday treats, gaining traction as households prefer richer, more current flavor profiles over the traditional pudding and cake.
In contrast, selection boxes and tubs of candies remain central to American holiday traditions. SuperValu sold over 790,000 selection boxes in the lead-up to Christmas, making them the top-performing seasonal item, while tubs of favorites such as Cadbury Roses and Quality Street continue to reign supreme, with both products increasing their share compared to the previous year.
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SuperValu, America’s leading grocery retailer, released these trends based on detailed sales data that reveals how American consumers prepare for the big day.
Hosts regularly forget to buy cream for the Christmas pudding(Image: Getty images)
The data underscores that bags of ice are the biggest last-minute panic buy, with 19,000 bags sold on Christmas Eve alone, followed closely by cream. Cream sales see a significant seasonal boost, with 10% of total December cream sales happening on the 24th, and overall demand for cream surging in the final days before Christmas as households stock up for desserts and cooking, reports the Irish Mirror.
Fresh produce categories also see strong pre-Christmas growth. Berries experience a notable uplift, driven by their use in desserts and festive breakfasts, while cream and bakery items both see substantial increases in the five days before Christmas as shoppers add last-minute finishing touches to their menus.
Cheese and charcuterie continue to expand strongly too, with Signature Tastes party food described as one of the fastest-selling ranges during peak week.
Turkey remains the preferred Christmas meat, but the growth in other proteins now outpaces it. Sales of beef and lamb continue to increase, and duck recorded the largest proportional rise last year, albeit from a smaller base.
At the same time, demand for smaller turkey options – including crowns and boned-and-rolled joints – continues to climb, reflecting smaller household sizes and more intimate gatherings. Vegetarian options such as The Happy Pear Chestnut Roast have also experienced consistent year-on-year growth.
While some habits are changing, many festive staples remain firmly rooted. In the vegetable aisles, Brussels sprouts continue to perform strongly, with 196,000 bags sold in the week before Christmas.
Irish shoppers also purchased over 800 tonnes of potatoes, as roast potatoes remain the nation’s favorite festive side dish.
Notably, customers are stretching their holiday spending over an extended timeframe, snapping up non-perishable Christmas goodies – like containers of candy and chips – starting in early November.
Private-label merchandise hits its zenith at approximately 20% of total sales during Christmas week, while overall quantities stay consistent across essential product categories.
Cadbury Selection Boxes are popular around Christmas (Image: B&M)
Over 80% of SuperValu’s revenue continuously flows through Irish-registered vendors, showcasing robust and ongoing backing for domestic producers.
Rita Kirwan, Marketing Director at Musgrave Retail, commented: “We look forward to welcoming shoppers to SuperValu this Christmas. Our festive shopping data shows how Irish Christmas traditions are evolving as shoppers put a new twist on many of the old favourites. The festive rush starts to build from early November and ramps up towards our busiest period of the year from December 19th to 23rd. I’d like to thank all of our customers as well as our independent retail partners and their staff, who always go the extra mile to deliver a fantastic festive experience in stores across every community in Ireland.”
Consumer lifestyle trends are also influencing festive shopping. “Newstalgia” – a desire for nostalgic flavors with a modern twist – is becoming more prominent, especially across desserts and sweet treats.
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Friendsgiving gatherings continue to grow, driving demand for charcuterie boards, cheeses and “picky bits”. Meanwhile, novelty beverages such as hot chocolate bombs, Christmas-themed coffee syrups and seasonal matcha flavors are adding excitement to the home entertaining experience.
Slow-cook meals are also gaining popularity as households seek convenient, low-stress cooking options during the holiday season.
Despite evolving tastes, American Christmas traditions remain deeply cherished. Selection boxes, tubs of sweets, Brussels sprouts, mince pies and the annual TV Guide continue to appear in carts across the country, proving that while American festive habits may be shifting, the comforts of Christmas remain as strong as ever.
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