New research suggests that 25% of people will be scaling back their Christmas meal this year due to the current financial pressures, with 12% (up to 19% of those aged 25-34) offering fewer dishes than usual.
Meanwhile, 9% plan to provide smaller servings instead, rising to 22% of young adults (aged 18-24). And 14% now expect their Christmas guests to contribute to the cost of the celebrations, with 5% starting to do so this year because of the cost of living pressures.
The survey of Christmas traditions among 2,000 UK adults was carried out by Researchbods, part of global strategic insight and customer analytics group STRAT7.
It also found that 19% of adults plan to drink less alcohol this Christmas to save money – rising to 26% for those aged 18-24 and 35-44. Among those who are still planning to have a festive tipple, wine remains the Christmas Day drink of choice for 39% of all adults. This is followed by beer (21%), champagne and sparkling wine (20%) and festive mainstay Bailey’s Irish Cream (16%, rising to 20% among those aged 45-54 – also 20% of women will have some on Christmas vs. only 11% of men).
However, 18% of all adults also think their Christmas experience would be better if their family and guests drank less alcohol. Younger people are the most likely to feel this way – 28% of 18-24s and 26% of 25-34s.
The survey also found that roast potatoes are the UK’s Christmas dish of choice. They feature in 81% of the Christmas dinners made in this country, well ahead of other holiday staples like stuffing (69%), turkey (67%), Brussels sprouts (67%), carrots (67%) and pigs in blankets (65%).
Yorkshire puddings make it to the Christmas table in half of households (51%), with more than a third (39%) serving broccoli and 38% serving peas. Nearly a quarter (23%) offer cauliflower cheese.
On the dessert side, traditional dishes are less well represented: less than half of households (40%) serve Christmas pudding and only 34% offer mince pies.
Around one in five (18%) of those who have dietary preferences or requirements – for instance, vegetarians, vegans, or those with a food intolerance – bring their own dishes to Christmas dinner. This rises to 25% of those aged 18-24 and 28% of 25-34s.
In addition, nearly one in five adults (18%) don’t take a purely traditional British approach and instead incorporate other cuisines, such as Indian or Chinese food, into their Christmas meal – 12% serving just one or two dishes, but 6% taking an alternative approach for the entire dinner.
Frances Revel-Cooper, head of custom insight at STRAT7 Researchbods, said: “This research reveals that Christmas traditions are shifting and evolving, and food and drink brands are going to have to keep up. Indian and Chinese dishes, vegan options and the like are becoming increasingly commonplace.
“While around a third of those we surveyed view Christmas dinner as the hardest meal of the year, it’s still one most of us are reluctant to outsource. This means it remains a cornerstone of the year for the grocery sector. That said, this year has also seen the continuing impact of the cost of living crisis, which is going to affect Christmas food and drink bills as well.
“In short, changing customer preferences is a major challenge to profitability, and the businesses that come out on top will be those that best understand their customers and adapt accordingly.”
NAM Implications:
- It appears that some will cut back expenditure to reflect current market pressures.
- However, given the traditional and cultural surround to Christmas dinner…
- …it is probable that most will find a way to preserve the tradition.
