Turkey Prices Ahead of Christmas 2025: Falling Costs, Changing Habits, and a Shift Away from Tradition

As Christmas 2025 approaches, the cost of putting a turkey on the festive table is showing a rare and welcome trend: prices are slightly lower than last year. According to market research from Worldpanel by Numerator, the average cost of a Christmas dinner for four — including a turkey and all the trimmings — is £32.46, down from £32.57 in 2024. While the decrease is small, it marks a notable shift after years of rising food inflation.

Supermarkets are playing a major role in this price softening. Retailers are aggressively discounting festive essentials as they compete for the lucrative Christmas shop, with around 31% of grocery spending now occurring on discounted items. Falling inflation across the food sector has also helped ease pressure on households, contributing to the slight dip in turkey pricesThe Argus+1.

Yet despite the stabilisation in cost, the turkey itself is no longer the unchallenged centrepiece of the British Christmas table.

A Changing Christmas Plate: Consumers Shift Away from Turkey

While turkey remains a staple for many families, consumer behaviour is evolving. Several factors are driving a gradual but noticeable shift away from traditional turkey dinners:

1. Changing Eating Habits

Younger consumers in particular are less tied to tradition. Many households now opt for:

• Chicken or duck, which are often cheaper and easier to cook

• Beef joints or gammon, seen as more flavourful or versatile

• Vegetarian or vegan centrepieces, which continue to grow in popularity

Although the search results do not directly quantify this shift, the broader trend is widely recognised across UK food retail: shoppers are increasingly mixing tradition with convenience, cost‑savings, and personal preference.

2. Price Sensitivity and Value‑Driven Choices

Even with turkey prices slightly lower this year, the cost of living remains a concern for many households. Consumers are more willing to switch to alternative meats — or skip meat entirely — if it offers better value. Supermarkets have responded by expanding their festive ranges of:

• Plant‑based roasts

• Stuffed chicken crowns

• Pork joints and gammon deals

These alternatives often come at a lower price point than a whole turkey, making them attractive to budget‑conscious shoppers.

3. Smaller Households, Smaller Birds

The traditional large turkey is increasingly impractical for modern living. With more single‑person households and smaller family gatherings, demand has shifted toward:

• Turkey crowns

• Boneless joints

• Ready‑to‑roast portions

This shift reduces demand for whole birds and encourages consumers to explore other proteins that better match their household size.

The Role of Supermarkets in Shaping Demand

Supermarkets have a powerful influence on festive food trends, and their strategies for 2025 reflect the changing landscape. Retailers such as Aldi, Tesco, Asda, and Lidl have increased stock levels of turkeys while simultaneously promoting alternative meats and plant‑based options. Their heavy use of discounts — especially in the final week before Christmas — is designed to capture both traditionalists and those seeking something different for their festive meal.

Even as delivery slots fill up, supermarkets are reassuring shoppers that plenty of fresh and frozen turkeys remain available in‑store. But the prominence of non‑turkey options in seasonal advertising suggests that retailers recognise the growing diversity of Christmas dining habits.

A Christmas in Transition

Turkey may still be the symbolic star of Christmas dinner, but its dominance is slowly being challenged. With prices stabilising and consumer preferences evolving, 2025 marks a festive season where tradition meets flexibility. Whether households choose a classic roast turkey, a plant‑based alternative, or a completely different centrepiece, the modern Christmas table is becoming more varied — and more reflective of the way Britain eats today.