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Brussels Sprouts Buck the Trend: UK Supermarkets Wage Price War to Keep Christmas Dinner Affordable

In the UK, the cost of a traditional Christmas dinner for a family of four has seen a modest increase of 1.3% this year, reaching £31.71.

This rise is significantly lower than the general grocery inflation rate of 9.1% recorded in November, indicating the impact of intense competition among supermarkets.

Notably, the price of Brussels sprouts, a quintessential component of the festive meal, has decreased by 4.3% compared to last year. This trend is part of a broader strategy by retailers to attract customers through promotions and own-label products, with spending on deals reaching its highest in over two years.

The decrease in prices for certain items like Brussels sprouts and Christmas pudding, which has fallen by 2.4%, alongside a 5.9% drop in the cost of sparkling wine, helps balance the rising costs of other holiday essentials. For instance, frozen turkey and cranberry sauce have seen price increases of 3.1% and 26.5%, respectively.

Despite these fluctuations, overall inflation is expected to drive record-high spending in December. Supermarkets are likely to see unprecedented sales, with predictions of household grocery spending in Great Britain surpassing £13 billion for the first time.

The week leading up to Christmas is anticipated to be particularly busy, with nearly 41 million Brussels sprouts expected to be purchased daily from supermarkets.

This scenario underscores the unique dynamics of the UK's supermarket sector, where fierce competition is playing a key role in controlling the prices of fresh produce and festive items, offering some relief to consumers amidst broader economic challenges.


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