Following its study of 18 countries and 18000 consumers, Deloitte concludes shoppers in western Europe are each set to spend, on average, €190 on food over the seasonal period, a fall of 3.5 per cent on 2008 figures. And reflecting the challenging economic climate, cost is the number one criteria.

"Price and value for money are far and away the prime concerns for consumers this Christmas," Deloitte partner Gilles Goldenberg told a press conference in Paris. Further, the consumer is prepar...