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Anyone who has spent a Christmas in Spain knows that the festive menu here looks very different from the British obsession with turkey and stuffing. Across Spain the focus is firmly on fresh produce, especially seafood and meat, which take pride of place on Christmas Eve dinner tables. And this year, supermarkets are leaning into that tradition more than ever, reinforcing their commitment to Spanish-sourced meat, fish and shellfish.

 

Before diving into festive menus, it is worth acknowledging the backdrop. After headlines about ultra-processed food consumption tripling in Spain, which makes for a sobering read, Christmas finally offers a shift back toward real, fresh food. There is something quietly ironic about watching shoppers pivot from microwaved meals and plastic-wrapped goodies straight to proper fresh food, all just in time for the most traditional food shop of the season.

 

A new Dia study has found that over 70% of households consider fresh produce “essential” for their Christmas meals. Meat comes out on top at 67.5 percent, while 64.6 percent opt for seafood and 43.8 percent choose fresh fish. Aldi’s own Christmas survey points in the same direction, with 46 percent of its customers intending to spend more on “fish and seafood” and 31 percent on “meat”. These figures pretty much confirm what many of us already see in the shops at this time of year.

 

“Christmas consumption is different from the rest of the year because we want to surprise and please,” explains Alberto Iglesias from NielsenIQ. He says overall demand should look similar to last year, although prices for some staples like cocoa remain high while olive oil is easing slightly. Iglesias calls Christmas “a boom time” for foods we do not normally indulge in. Seafood is exactly what Spanish families will be buying more of this Christmas, despite cost concerns, where there is growing apprehension about price rises and shortages on prawns and shellfish in Murcia. 

 

Supermarkets are acting accordingly. Lidl has launched more than 600 seasonal products including Spanish pork roasts, chicken and stuffed turkey, alongside sustainably sourced seafood like prawns, lobster and salmon en croûte. Alcampo is also betting heavily on fresh items and expects to grow sales by 4 to 6 percent over the season, with a strong push for 100 percent Spanish lamb and sea bream raised in the Barbate marshes. Dia meanwhile is investing 275 million euros in Spanish meat alone this year, 40 percent more than in 2024, and projecting 150 million euros in fish and seafood sales.

 

One clear trend is that shoppers are preparing earlier. Iglesias says many people buy ahead when it comes to drinks and freezable items, but around three-quarters of fresh produce is purchased during the week of Christmas. For seafood, he adds, supply can shift depending on sea conditions, which may tighten the availability of certain prized fish.

 

There is growing demand, too, for ready-made meals. Mercadona’s Listo para Comer service is already taking Christmas orders, offering everything from canapés to stuffed meats and slow-cooked dishes. Iglesias believes ready meals and eating out are “becoming increasingly established”, partly due to convenience and partly because shoppers are balancing costs by mixing fresh produce with prepared dishes.

 

Despite everything, Iglesias is upbeat and expects “a generally good Christmas season.” With positive economic indicators, strong tourism and a nationwide love of good food, supermarkets seem well placed to deliver exactly the kind of festive spread Spanish households look forward to each year.

 

 

Image: Chatgpt