UK shoppers are expected spend £19bn on food and drink this festive period, according to the latest research published by IGD

This represents a 3.9% increase on last year, when they spent £18.3bn on their Christmas groceries.

IGD ShopperVista research also reveals people are willing to devote more of their time this Christmas to getting the best deals and securing the best quality:

• Six out of 10 (58% of) shoppers plan to shop around more compared to last year to secure the best deals
• While four in 10 (41%) intend to do more shopping around to find the best quality products

Food discounters, like Aldi and Lidl, in particular are set to benefit from the increase in effort put into our grocery shopping:

• Four out of 10 (38% of) shoppers say they will use discount supermarkets more this festive period compared to last year – including over a third (36%) of AB shoppers
• Families with children under five are particularly interested in using discounters – over half (53%) told us they will

On Christmas – Joanne Denney-Finch, chief executive, IGD, said: “Food and drink plays a central role during the festive period as we entertain friends and family as well as pull out all the stops on Christmas Day – which for most people is the most iconic meal of the year.

“While people remain cautious, the trickle of recent positive economic news is helping to improve confidence. Seven out of ten (72% of) shoppers plan to spend more or about the same on their groceries this Christmas compared to last year. This is up from 64% who said the same in 2011.”