The Christmas grocery bill hit taken by consumers could contribute to women's feelings of stress during the holiday season, research agency Nielsen reported on Friday.
Food costs in December are 20% higher than the rest of the year on average, whereas the number of grocery trips also increases by 6%.
Nielsen conducted a 25-country study on the attitudes and roles of men and women during the festive period. It found that 61% of British women were likely to feel stressed during the holiday season, compared to 54% of men in the UK.
Switzerland was the only country where women felt more relaxed than men about Christmas preparations.
This could be because women still bear the brunt of Christmas planning and activities: 66% said they organise the Christmas feast, and 75% said they purchase the gifts, while 78% decorate the house and tree.
Mike Watkins, Nielsen’s UK head of retailer and business insight, commented: "Retailers have a major role to play in helping reduce stress levels around Christmas as purchasing is such a major part of it. Consequently, advertising and services that tap into this often-unspoken aspect are likely to resonate strongly with people."
This time of year is a strong revenue season for most retailers; drinks companies see a 62% increase in purchases in December compared to the average month, confectionery rises 33%, whereas the health and beauty spend increases 20%.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
