KAM Media research shows planned increased activity over Christmas

Christmas drink sales

According to research consultancy Kam, 1 in 5 UK adults have already started to plan for Christmas.

This is great news for foodservice wholesalers as 7% have already made reservations for a pub or restaurant for the upcoming festive period.

Following the Government’s U-turn on Christmas last year, 1 in 3 adults plan to invest more time and money in celebrating Christmas this year.

Read more: Bidfood unveils Christmas research for foodservice industry

Marketing director at Kam, Katy Moses said, “Christmas 2020 was a relative wash-out for most people so it’s no huge surprise that so many Brits are keen to make this year an even bigger celebration than normal.

“This is likely to mean that people will be spending more and planning earlier, with an impressive 3.3 million saying they’ve already made reservations for the festive period. It may well actually be the season to be jolly this year.

The research found that 27% of consumers have said they plan to go to restaurants more over the festive period.

Read more: Mondelez reveals Christmas range

Kam has predicted a net increase in consumers visiting restaurants this festive period, compared to 2019.

The research also suggested that pubs could potentially see a small decline compared to 2019. However, Kam indicates that footfall in pubs is likely to be close to pre-covid levels over the festive period.

Moses added, “The research shows that UK consumers are currently feeling excited about this Christmas and eating and drinking out will play as big a part in their celebrations as it did pre-Covid.

Obviously, we’ve learnt the hard way that a lot can change between now and Christmas but, assuming the current restrictions don’t change, it’s looking to be a very Merry Christmas for Hospitality this year.”

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