Christmas is a traditional time for many people. This applies to decorating the home and, above all, to eating. Those who prefer a less contemplative approach and want to escape the gloomy weather are often drawn to the sun on the days around the turn of the year. We took a look at which products and destinations are in particularly high demand at REWE Group in December.
Wars and crises in many regions of the world - in times like these, people long for security more than ever. Rituals and reflection on familiar things help. Just no experiments, especially not at Christmas. The festivities should be celebrated as they always have been. This is especially true when it comes to food. "We have the same thing on the table every year at Christmas," is the answer many people give when pollsters* ask them about their favourite festive dishes every year during Advent. Dishes that are reminiscent of earlier times, of childhood, are popular. Food blogs are also full of classic dishes during these weeks. A look at the most popular Christmas products from REWE and PENNY shows what they are.
* Source: Survey conducted by the opinion research institute Civey on behalf of the German Food Association during the 2022 Advent season
People like to eat the classic way
Gourmet duck (PENNY) and frozen goose leg and goose breast (e-commerce) are high on the list of frequently purchased goods. This is remarkable given that vegan and vegetarian eating habits are on the rise.
In a survey commissioned by the German Food Association last year, only 5.2 per cent of respondents said they were planning a vegan or vegetarian main course on Christmas Eve. Only 4.3 per cent planned to do so for the following festive season. Sociologists attribute the unbroken popularity of the Christmas roast primarily to tradition. A familiar meal offers reassurance and stability. In addition, meat embodies the idea of "treating yourself to something" like no other food.
Sweet and healthy
The festive roast usually includes red cabbage and dumplings - consequently, these products are also on the list of highlight products in REWE stores. People also like to feast in between meals: Chocolates (REWE), gingerbread and speculoos (PENNY) are in high demand.
Sparkling wine is also one of the items that often end up in REWE customers' shopping trolleys in the last few weeks of the year. Oranges are also in high demand - as an addition to the gift table or because of their reputation as vitamin C bombs for the cold season. And what's for dessert at Christmas? At PENNY, we can assume that customers have a preference for crème brûlée.
In addition to frozen goose meat, whipped cream and children's punch with smoked salmon and raclette slice cheese, two Christmas classics are on the list of highlight products in e-commerce.
Christmas decorations very popular at toom
In the weeks leading up to Christmas, the highlight products at toom stores are items that conjure up a festive atmosphere in the home: Poinsettias, fairy lights, Christmas trees and tree decorations. People who like to give gift vouchers are obviously buying them more often from DIY stores. At toom, they are among the most popular products.
Sunny destinations are particularly popular at Christmas
Christmas and the days around the turn of the year are also travelling time for many people. Those not travelling to ski resorts prefer to relax in sunny regions. The highlight destinations at DER Travel and Tourism are the Canary Islands, Egypt, Turkey, Thailand and the Maldives, which are always popular in winter. All destinations that will make you forget the miserable weather at home. What's more, you can travel light: Leave your scarf, gloves and hat at home.
