Trendy vs Traditional: How Festive Food Innovations Fare
In December, when supermarkets launch their Christmas ranges and advertising ingrains them into shoppers' minds, we'll publish an article in this series assessing which food products pique the nation's interest and which are likely to be the turkeys of this year’s festive period.
Meanwhile, let's reflect on 2023's festive period to see which product innovations made it to the Christmas table and consider the challenge supermarkets face in overcoming consumer’s abiding love of the traditional roast in 2024. Post-COVID, while people rushed back to celebrate together, economic struggles, like rising prices and shrinking disposable incomes, have dampened the festive spirit.
£150 was the average amount spent on Christmas day food last year, and 85% plan to spend the same or more in 2024
We surveyed 1,000 UK adults about their Christmas plans to determine if we're emerging from the festive doldrums. The results showed that Christmas remains a family-centric occasion, with over 80% of our respondents spending it at home or with relatives, and only 8% holidaying. Gatherings average 4-5 people, though 7% spent last Christmas alone and plan to do so again. Eating something special on Christmas Day is almost universal, with 85% doing so regardless of age, gender, region, or ethnicity.
In 2023, our respondents spent just over £150 on Christmas day food on average, and 85% plan to spend the same or more in 2024. In Greater London, 44% expect to spend more than last year, compared to 29% nationally.
We also assessed the reception of innovative food items in 2023, finding that 38% of our respondents tried festive-flavoured snacks (such as Waitrose's Turkey & Stuffing Chips), 30% tried festive-shaped ones (such as M&S's Christmas Tortilla Stars) and 32% enjoyed traditional treats with a twist (like Pukka's Christmas Dinner Pie). Among the more novel trends, 10% tried a "smash" cake/dessert, and 5% tried a Christmas-themed bao bun.
For 2024 preparations, one in five of our respondents have already bought at least one festive food item, primarily long-lasting sweet items. Of these forward-planners, 5% have already secured their turkey.
However, excitement for new Christmas items is low at the moment, as it's a little too early for range launches to gain traction. Among the 80% yet to start shopping, 24% plan to begin in early December, while a plucky 7% will leave it until Christmas week.
Market share broadly dictates the beneficiaries of this festive shopping rush: Tesco (23%), Sainsbury's (14%), ASDA (12%), Aldi (10%), Marks & Spencer (7%), Morrisons (6%), Lidl (5%), Waitrose (4%), and local independents (2%).
1 in 5 have already bought at least one festive food item
When asked about their most anticipated food item, our respondents showed a preference for traditional fare, despite the industry's efforts to innovate. This aligns with our data, highlighting priorities are family, tradition, and celebration, with a scepticism towards spending heavily for festive cheer.
Of particular interest is that whilst nearly three-quarters of respondents (72%) agree that festive versions of everyday products are just an excuse to charge more, 67% agree that these products make the occasion feel more special, and given the numbers, there’s a fair proportion of respondents who agree with both these statements.
In Conclusion
Food innovators should be prepared to battle tradition. Clever twists on familiar products are safer bets, but tapping into trending ingredients (which from what we’ve seen from retailers’ 2024 range announcements to date, and from general current food trends, include hot honey, wagyu beef, and limoncello flavouring) could also be successful.
As always, Christmas innovations must meet a need, stand out, and be affordable in order to cut through the noise and overcome habitual shopping behaviours.
We'll be back in December to see how these Christmas food innovations are faring.
Source: Ipsos Digital Fast Facts survey. Base: 1,000 Online UK adults aged 18-65, 24 - 25 October 2024
Technical Note: Ipsos interviewed a sample of 1,000 adults aged 18-65 across the UK. Polling was conducted online between 24-25 October 2024. Gender, age and region quotas were applied in order to broadly replicate the spread of these demographics within the UK. All polls are subject to a wide range of potential sources of error.
