Raw turkeys are divided up ahead of slicing and some to be distributed ahead of Thanksgiving and amid the coronavirus disease outbreak in LaGrange, Indiana, Michigan, US,on November 20, 2020. Picture: REUTERS/EMILY ELCONINCovid-19 is poised to reshape Thanksgiving and Christmas dinners, with downsized celebrations the norm. This isn’t necessarily bad news for food retailers. In fact, with more people eating at home, the holidays could bring grocers some cheer.
Meanwhile Kroger Co., the U.S.’s largest traditional supermarket chain, said that in addition to offering more small-size turkeys, it was preparing for heightened demand for ham, beef, pork roast and seafood. Alongside crowns, which Tesco Plc has bought 22% more of this year, Britain’s biggest grocer expects chickens and vegan alternatives to be popular. Its smaller rival Waitrose has also tripled stocks of its upmarket Venison Wellington, which serves four people, after a flood of early orders.
Smaller gatherings potentially mean more groups purchasing their own Thanksgiving and Christmas dinners. Take turkeys: Rather than a family buying one large bird to feed collected relatives, four or five family groups might each buy a crown or a joint of meat. If each group still wants all the trimmings — sweet potatoes, green bean casserole, cranberry sauce — that could mean an overall higher volume of food sold.
Perhaps the biggest benefit to food retailers is the potential for shoppers to buy more expensive items. Many affluent consumers have amassed savings from not going on holiday, eating out or commuting. At a time when many indulgences feel risky or are simply unavailable, some shoppers are channelling their lust for luxury into their grocery carts, opting for filet mignon instead of cheaper cuts of meat or springing for an extra-fancy bottle of wine.
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