Google searches for fresh and frozen food increase 56.11% in December, according to new research.
A new report from refrigerated vehicle converter Vantastec analysed 499 Google search phrases to measure the seasonal demand for fresh and frozen products in the UK.
December saw a 56.11% spike in searches for fresh and frozen food products as a whole. The research also found festive demand begins to rise in November, with a 14.94% increase in searches compared to the January-to-October average.
Meat product searches increased by 122.96% in December, with turkey recording the biggest seasonal increase of any category at 602.19%.
Despite this, the research revealed the most-searched meat in December was beef, averaging 611,570 monthly Google searches over the last three years. This was 34.93% higher than the average monthly searches for turkey, which came second.
The only meat whose annual peak did not fall during Christmas was lamb. Searches for lamb products peaked in April with elevated demand in March as well, suggesting strong seasonal interest around when Easter fell each year.
Vantastec says the figures demonstrate the need for fresh and frozen food suppliers and delivery businesses to review their logistics well before the festive rush.
Co-founder and Managing Director, Gareth Edwards, said:
“These findings highlight the importance of smooth business operations for fresh and frozen produce suppliers over the festive period.
“Every year we receive calls from business owners in a panic because their current refrigerated vehicle has broken down and they are unable to fulfil Christmas deliveries.
“To capitalise on this sharp rise in demand, businesses must ensure their operations and logistics are well-equipped for the festive period.
“Planning delivery routes and vehicle loading ahead of time can make fleets more efficient during this crucial time.”
The research also looked at product types such as vegetables, desserts, dairy, condiments, and canapés. All of which saw increased search volumes in December.
Condiments saw the highest spike in searches outside of meat products, with a 110.88% increase on its January-to-October average. Dairy (+11.02%) and Desserts (+7.67%) saw the lowest surge of all categories in the study.
Vantastec says search volume indicates consumer interest, but it does not necessarily reflect sales or delivery volumes.
Cross-referencing these findings with historical sales and delivery quantities would be the most accurate reflection of how a business’ sales and operations might change over the holidays.
