Joint of pork may replace turkey this year

Pork roasting joints could be the winner at Christmas dinner, with experts predicting red meat will challenge the traditional turkey “crown” this festive season.

Analysts from the Agriculture and Horticulture Development Board have been “unwrapping” last year’s Christmas, as well as looking at recent buying behaviours and market trends to pull out predictions for the Yuletide celebrations.

With turkey losing volume share last December, experts believe revellers are moving away from the traditional centrepiece to other options. And with the cost-of-living crisis leaving many families cash-strapped, Christmas could bring a boost to pork as it offers a cheaper alternative.

The predictions follow warnings of a shortage of turkeys and price rises due to the country’s largest ever bird flu outbreak.

AHDB senior retail insight manager Kim Heath said: “After two years of unpredictable Christmas periods, we had hoped this year would be about treating and huge celebrations.

“But the challenging economic situation means the cost-of-living crisis makes 2022 just as unpredictable as a Covid Christmas.

“We are likely to see a shift to cheaper roasting joints, benefiting pork. But there is an opportunity to trade up to beef and lamb for consumers who want a showstopping centrepiece, especially if they are planning to have more people round the dinner table this year. Despite the economic situation, we can safely predict that Christmas will still see significant uplifts compared to the rest of the year.

“However, a shopping basket may look different to previous years to cope with budgetary restraints.”