This is how Tesco researchers say Brummies are spending Christmas

With the big day fast approaching, Tesco has released the findings of its annual Christmas reports which identifies festive trends across the country.

The supermarket giant’s data team has also highlighted some key stats specific to Birmingham - which may not be what you would expect.

One key trend across the UK shows that 86% of UK adults claim nothing will stand in the way of them having a joyful Christmas.

Other key trends across the UK include;

A growing preference for Christmas brunches and ‘Instagrammable’ spreads,

A continued thirst for no and low alcohol,

Increasingly ‘conscious’ celebrations,

A surge in popularity for turkey, and

A bleak outlook for traditional Brussels sprouts as younger generations abandon them.

Tesco surveyed 2,000 adults across the U to get their results during October 1 to 6 for the report which also draws on sales data from its millions of customers across the UK during the 12 weeks of Christmas in both 2019 and 2020.

So how what does the Tesco research say about Birmingham?

Here are the key trends from Tesco’s fourth annual Christmas report specifically for Birmingham:

• The rise of no and low: 32% of hosts in Birmingham will be serving low or no alcohol drinks during Christmas celebrations this year, with 9% of Brummies say they are planning on drinking less alcohol this festive season compared to last year (2020). 39% of Birmingham residents will only be drinking no or low alcohol options on Christmas Eve, with 26% doing so on Christmas Day and 33% on Boxing Day Over a quarter (28%) of Brummies will be drinking no alcohol or no and low during their New Year’s Eve celebrations this year, rising to 44% on New Year’s Day  

• Recreating classic movie/TV dishes: Almost two fifths (38%) of West Midlands residents will be re-creating dishes from famous Christmas movies/ TV shows for their Christmas meal this year, this rises to 40% for Birmingham residents themselves  

• A city of sprout lovers: More than half of Brummies (57%) still love Brussels sprouts and 58% name them as the MOST essential vegetable on the Christmas dinner plate.  Birmingham is the UK’s sprout loving capital, with 57% of the city’s residents proclaiming themselves as a ‘sprout lover’ – this is more than any other UK city and 8% more than the national average (49%)  

• An extra special Christmas: Christmas will be extra special this year for Birmingham residents, with 41% claiming that a traditional family Christmas at home is more important this year than last year.

What has Tesco said about its Christmas report?

Alessandra Bellini, Tesco Chief Customer Officer, said: “As we enjoy the freedom to extend the dinner table and make wonderful memories, it’s perhaps no surprise that 86 per cent of the nation say nothing will stop them from having a joyful Christmas in 2021.

“In our fourth annual Tesco Christmas Report, we’ve lifted the lid on what the seasonal comeback will look like – from reviving family traditions to finding new food occasions and being sustainably savvy throughout celebrations.

“However you choose to spend this Christmas, Tesco is here to help you mark the moments that matter, with innovative, quality products at excellent value for money. On behalf of Tesco, we wish you a merry Christmas.”

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