A traditional Christmas favourite is continuing to decline in popularity
A traditional favourite’s popularity is in decline (Image: Getty images)
The traditional Christmas pudding is continuing its decline among Irish consumers, with sales increasingly shifting toward modern festive desserts.
SuperValu’s Christmas insights show that while around 65,000 Christmas puddings were sold last year, this reflects a continued year-on-year drop, as shoppers opt for modern alternatives. Chocolate puddings and salted caramel desserts are among the fastest-growing festive treats, gaining momentum as households favour richer, more contemporary flavour profiles over the classic pudding and cake.
In contrast, selection boxes and tubs of sweets remain central to Irish festive traditions. SuperValu sold over 790,000 selection boxes in the run-up to Christmas, making them the top-performing seasonal item, while tubs of favourites such as Cadbury Roses and Quality Street continue to dominate, with both products increasing share versus the previous year.
Cadbury Selection Box 125g(Image: B&M)
SuperValu, Ireland’s leading grocery retailer, released the trends based on detailed sales data that reveals how Irish consumers prepare for the big day.
The data highlights 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 uplift, with 10% of total December cream sales occurring on the 24th, and overall demand for cream rising sharply in the final days before Christmas as households stock up for desserts and cooking.
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 favourite festive side dish.
Interestingly, shoppers are spreading their spend across a longer period, buying non-perishable festive items – such as tubs of sweets and crisps – from early November. Own-brand sales peak at around 20% of total sales in Christmas week, and overall volumes remain steady across key categories. More than 80% of SuperValu’s sales consistently come through Irish registered suppliers, demonstrating strong and sustained support for local producers.
Marketing Director at Musgrave Retail, Rita Kirwan, said: “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 flavours with a modern twist — is becoming more prominent, especially across desserts and sweet treats. Friendsmas 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 flavours 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, Irish Christmas traditions remain deeply cherished. Selection boxes, tubs of sweets, Brussels sprouts, mince pies and the annual RTÉ Guide continue to appear in trolleys across the country, proving that while Irish festive habits may be shifting, the comforts of Christmas remain as strong as ever.
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