Consumers are prioritising festive at-home hosting and premium treats over non-food gifts.
High living costs have led shoppers to cut back on wider retail and expensive restaurant outings, reallocating budgets toward high-end festive meals and gatherings at home.
There are massive surges in sales for luxury lines as consumers treat themselves to affordable indulgences.
Online grocery shopping and rapid delivery channels (like Ocado and rapid-fulfilment services) continue to outpace general in-store transaction growth during the peak December rush.
While headline value growth is supported by food price inflation, savvy shoppers actively use loyalty schemes, vouchers, and promotional deals to maximise purchasing power.
Strong consumer appetite for traditional comforts, nostalgic bakes, and innovative sweet-and-savoury treats continues to drive high-volume basket additions.
Mondelez International—the top confectionery supplier (Nielsen IQ, Total Confectionery, Value Sales, 52 w/e 19.07.25)—has unveiled its 2026 festive range to help convenience retailers maximise Christmas sales. Seasonal trade is critical, with 72% of convenience retailers rating it as very important to their business (Mondelez International, Brcr retailer survey. January-February 2026).
The new range expands on popular partnerships and introduces interactive treats.
New launches include Cadbury Biscoff Filled Centres (available in single and 3-packs) and a Cadbury Dairy Milk Biscoff Pouch featuring bite-sized chunks. Returning for 2026 is the Cadbury Dairy Milk Biscoff Advent Calendar, which was the season’s top new advent calendar launch (Source: NIQ Discover Total Coverage data from we 19.07.25 to we 27.12.25).
The new Cadbury Dairy Milk Smash Bauble lets consumers break open a chocolate bauble to reveal Buttons or Freddo faces. Cadbury Dairy Milk Coins also return after growing 34% year-on-year to become the No. 1 gifting novelty SKU across the market in 2025 (NiQ Discover Total Coverage Data from we 19.07.25 to we 27.09.25).
OREO—the world’s top cookie (Euromonitor Int. Ltd/Snacks 2026 ed – Sweet Biscuits Category definition, brand share 2025, Retail value sales)—brings back OREO Gingerbread alongside OREO Enrobed White, Cadbury Snowy Fingers, and Cadbury Festive Animals.
Mondelez advises a “Fast Start” in September, noting that 23% of Christmas confectionery sales in independent convenience and symbol stores occur during the initial festive period (Nielsen I&S, total XMAS, 24 Weeks to 27.12.25). Retailers can also win a kit to host Cadbury’s Secret Santa Postal Service via SnackDisplay.co.uk.
Gabriella Sargeant, Junior Brand Manager, Christmas, at Mondelez International, comments: “We believe that it’s not Christmas without Cadbury and this year we are giving retailers even more opportunities to drive incremental sales this winter, with innovations driving excitement. This Christmas we’re extending our successful partnership with Lotus Biscoff even further. We are also introducing Cadbury Biscoff Filled Centres, the perfect addition to our self-eat range for those indulgent moments throughout the Christmas season.”
Festive shoppers are increasingly prioritising affordable indulgence, driving strong early-season demand for singles and small sharing formats. The August to October window accounts for £381 million of seasonal confectionery sales (NielsenIQ Scantrack & Kantar WPO, Total Christmas Confectionery, 24W to WE 27/12/25), beating November before December surges as the biggest month at £527 million (NielsenIQ Scantrack & Kantar WPO, Total Christmas Confectionery, 24W to WE 27/12/25).
Despite a considered 2025 Christmas season where overall category unit sales declined (NielsenIQ Scantrack & Kantar WPO, Total S&G Confectionery, 24W to WE 27/12/25), Mars Wrigley was the only manufacturer to grow in both value (+4.2%) and unit sales (+0.9%) (NielsenIQ Scantrack & Kantar WPO, Total S&G Confectionery, 24W to WE 27/12/25).
To capture 2026 sales, Mars Wrigley is introducing several key innovations.
Crispy M&M’s® Mini Santas have been extended from self-eat into a small sharing bag to capture early-season treating.
Snickers® & Friends Selection Box is a targeted gifting proposition featuring SNICKERS®, TWIX®, MARS®, and SNICKERS® CREAMY DUO to recruit male shoppers.
MALTESERS® White Box taps into white chocolate’s appeal, which over-indexes with under-35s (Kantar Demographic Analysis of White variants to 2020; NielsenIQ Retail Measurement Service, Total Coverage, Choc Boxed NPD Analysis).
Lauren George, External Communications Manager, Mars Wrigley, highlighted shifting consumer habits: “Singles and small sharing products signal the start of the festive season… These formats offer an affordable way for shoppers to get into the Christmas spirit, whether trying a new flavour or format or picking up a returning favourite.
“While younger shoppers may celebrate differently, they’re creating rituals of their own, from festive movie nights and baking occasions to hosting friends at home. This creates opportunities for brands to move beyond traditional treating.
“Shoppers will also be more strategic about when they buy, particularly within Advent, where purchases are shifting later into the season. As a result, brands and retailers will need to work harder to inspire purchase.” Confectionery remains a resilient festive gifting option. In the 12 weeks leading up to Christmas 2025, sweet category value rose 2% and unit sales grew 0.3% to total £548 million (Circana). This contrasts with the broader confectionery market, which saw a 4% unit decline despite a 7% value growth driven by inflation (Circana).
To capture diverse festive spending, World of Sweets and Hancocks are targeting both value-driven shoppers and those trading up to premium options.
Key 2026 highlights and portfolio trends include coexisting value and premiumisation. Offerings span 50p and £1 stocking fillers from Candy Realms—which reached £10 million in sales within three years of launch—to premium Anthon Berg chocolate liqueurs and advent calendars priced up to £29.99 RRP.
Interactive lines are driving growth. Gumi Yum Surprise is the top branded sweet line in convenience multiples for value rate of sale over the latest 52 weeks. Other interactive launches include Elves Behavin’ Badly 5D Peelable Gummies and “The Traitors” game-led confectionery range.
Popular licensed lines include PEZ, holding £7.2 million in UK retail sales, and Gumi Yum Surprise Minions & Monsters.
Anthon Berg Cherry Sensations offers a 0.0% alcohol dark chocolate and cherry option for sober-curious shoppers.
Kathryn Hague, Group Head of Marketing at World of Sweets & Hancocks, emphasises the balance between price points: “Consumers are looking for clear, affordable price points for everyday treats while still trading up for products that feel distinctive enough to gift. Wholesalers therefore need a price ladder ranging from 50p and £1 stocking fillers to premium gifts approaching £30.”
On the importance of engaging formats, Hague adds: “One of the clearest trends in confectionery is the move towards products that offer an experience as well as a flavour. Novelty, surprise, interaction, collectability, licences and unusual flavour combinations are increasingly important ways of creating additional value.”
During the festive season, shoppers consistently seek out trusted brands to deliver high-quality, indulgent treats. The food and drink gifting market has experienced dramatic growth, expanding by 81% since 2022 (Mintel UK Food and Drink Gifting Market Report 2025). This surge is heavily driven by the rise of “micro-gifting,” with 22% of consumers now choosing a selection of smaller stocking fillers over a single expensive gift (Virgin Money survey by OnePoll, December 2025, 2,000 UK adults).
Sweet products like chocolates and biscuits remain ideal choices for these exchanges, host presents, and festive party sharing. Beyond ready-made items, Biscoff® also serves as a staple ingredient for home bakers creating custom edible gifts.
Biscoff® is introducing seasonal shapes, reindeers, snowmen, and Santas, available in both original caramelised and chocolate-coated biscuit varieties.
Multipack formats such as eight original twin packs or four chocolate twin packs cater to impulse purchases and stocking-filler demands.
In-store point-of-sale materials, including FSDUs, gondolas, and in-shelf communications, are available to elevate visibility.
Jo Agnew, Marketing Director at Biscoff UK, emphasises the brand’s unique appeal during the holidays: “At Christmas, customers go big, spending a little bit more on premium products to treat themselves throughout the festive season. Delivering a moreish taste and distinct crunch, Biscoff® is a winner all year round, but this biscuit becomes a true gift at Christmas thanks to its comforting flavours of caramel with a dash of cinnamon.”
Addressing the opportunity for impulse buys, Agnew notes: “Customers are always willing to spend a little more at Christmas, making this a prime time for impulse purchases. This is particularly true when it comes to limited edition, seasonal products as these immediately catch a customers’ eye.”
Festive demand in the Convenience and Impulse channel relies heavily on sharing formats, trusted brands, and premium trade-ups as family and friends gather to celebrate. KP Snacks caters to these Christmas missions with a diverse portfolio including KP Nuts, McCoy’s, Tyrrells, and Butterkist.
Remaining a festive snacking staple, market-leader KP Nuts holds a 19.7% market share and is valued at £101.3m (Nielsen IQ, Total Coverage, Total Value, MAT 13.06.2026). Expanding into the Tasty Nuts category, McCoy’s has introduced Coated Peanuts in Flame Grilled Steak, Salt & Malt Vinegar, and Thai Sweet Chicken in a £1.35 PMP.
Tyrrells is valued at £75.8m and growing at 4.9% (Nielsen IQ, Total Coverage, Total Value, MAT 13.06.2026), positioned to capitalise on shoppers willing to spend more on high-quality 150g sharing packs that pair well with festive drinks.
Holding a 30% market share, Butterkist is the UK’s leading popcorn brand (Nielsen IQ, Total Coverage, Total Value, MAT 13.06.2026), driving at-home movie nights with classic Sweet & Salty and Toffee variants. Stuart Graham, Head of Impulse and Value Channels at KP Snacks, highlights how current consumer trends fuel these festive sharing occasions: “The Crisps, Snacks & Nuts category is thriving, driven by key trends in convenience, bold flavours, and sharing occasions.”
Speaking on how broader market habits shape the impulse channel, Graham adds: “At-home snacking is booming, with sharing formats fuelling category expansion. As well as gravitating towards trusted brands, consumers are also experimenting with bold new flavours.”
He also emphasises KP Snacks’ commitment to helping retailers maximise seasonal opportunities: “We are committed to refreshing and expanding our portfolio with the right products to help retailers drive sales.”
Food and drink gifting and sharing products remain central to festive celebrations, driven by a surge in relaxed, at-home entertaining. Consumers are applying a “selective premiumisation” strategy to their Christmas shopping—spending slightly more on high-quality, distinctive items that elevate gatherings without significantly increasing overall grocery budgets.
Premium handcooked crisps are increasingly used as accessible luxuries to complement cheese boards, charcuterie platters, and festive drinks.
Platforms like TikTok and Instagram are driving creative consumption trends, such as crisp charcuterie boards and “loaded crisps.”
Following a successful debut, Fairfields Farm is bringing back its limited-edition Honey Roasted Chestnut & Sage handcooked crisps for Christmas 2026. The vegan, gluten-free, and nut-free “swavoury” flavour blends sweet and savoury notes for a nostalgic yet modern twist.
Beyond 150g sharing bags and 40g snack packs, Fairfields Farm offers Pick & Mix Sharing Crisp Bundles, subscription services, and festive hamper collaborations. Potato sales also spike as consumers seek farm-grown options for Christmas roasts.
Tash Jones, Commercial Director at Fairfields Farm, highlights the shift toward elevate-at-home dining: “Rather than spending on nights out or large occasions away from home, consumers are investing in premium, distinctive products that help elevate the at-home dining experience during the Christmas period and make these occasions feel even more memorable.”
Discussing consumer appetite for adventurous yet familiar flavours, Jones notes: “Consumers are increasingly looking for familiar festive favourites with an innovative twist, rather than completely new concepts. Handcooked crisps are particularly well placed to benefit because they offer a low-risk way for consumers to try something different.”
Foodservice wholesalers play a pivotal role as operators begin Christmas menu planning in late summer (Food Manufacture). Driven by nostalgia and a desire for togetherness, festive dining out is increasingly replacing traditional home-cooked meals. Over 1 in 6 UK households plan to dine out on Christmas Day (Bar Magazine), with around 2 million people viewing it as a cost-effective alternative to cooking a large family dinner (Nisbets).
To address these shifting habits, operators are embracing key industry trends.
“Neo-Nostalgia” means reimagining classic dishes with contemporary presentation, seasonal garnishes, and modern twists (Nestlé Professional).
Intentional Indulgence is satisfying the 58% of global consumers who view decadence as self-care while balancing tighter household budgets (Nestlé Professional).
Frozen Convenience is about navigating an average 3-course festive menu cost of £36 per person (Meaningful Vision) by utilising thaw-and-serve frozen formats to protect margins, reduce waste, and manage labour pressures.
To capture this demand, Central Foods’ own brand Menuserve offers a hand-rolled Chocolate Roll—a modern thaw-and-serve take on the traditional Yule Log (Jack & Beyond) featuring moist chocolate sponge, whipped dairy cream, and chocolate ganache.
Oli Sampson, Managing Director of Central Foods, explains the appeal of updated classics: “The rise of neo-nostalgia shows that consumers aren’t looking to replace Christmas classics – they’re looking to rediscover them through festive favourites like the Chocolate Roll, reimagined with premium presentation and modern indulgence.”
Highlighting the balance between innovation and tradition, Sampson adds: “The rise of trends such as neo-nostalgia and intentional indulgence highlights that consumers are not looking to move away from the traditional flavours but instead are seeking elevated versions of the classics they know and love.”
Food and drink gifting remains a major driver during the festive season. Shoppers actively seek recognisable brands, seasonal items, and promotional offers for gifting or holiday entertaining.
As Sophie McKinnon, Category Analyst at Finsbury Food Group, highlights: “Food and drink gifting is still a big part of Christmas, especially as people tend to choose products that feel a little more special than something they might buy for themselves day to day.”
Despite cost-of-living concerns, consumers are willing to spend extra on festive focal points. Data from Nielsen (UK Off-Trade) shows standard Yule Logs declined 10% in value year-on-year and remained flat in volume, whereas premium Yule Logs grew by 4.7% in value and 3.4% in volume. Private-label shoppers are also moving away from standard tiers into premium private-label offerings.
Finsbury’s licensed Baileys Yule Log—manufactured under license from Diageo—capitalises on this trend by combining rich chocolate sponge, chocolate frosting, milk chocolate, and a Baileys™-flavoured ganache to offer trusted brand recognition and seasonal indulgence.
Wholesalers should track several evolving consumer behaviours, including a high interest in familiar products featuring festive, sweet-and-spicy, or updated flavour profiles.
There is also a growing appeal for party sharing, portion control, and reduced food waste without sacrificing quality.
Speaking on these shifts, McKinnon notes: “Shoppers don’t necessarily want smaller products to feel basic. They want something indulgent and special, just in a more bite-sized format. This is an opportunity for wholesalers to offer products that deliver both convenience and a sense of occasion.”
To optimise festive sales, wholesalers must balance right-pricing with strong promotional visibility, maintaining an inventory of both trusted favourites and impulse-driven premium choices. Stock availability is critical because ambient cake experiences consistent year-over-year spending spikes over the holidays.
As McKinnon advises: “Wholesalers should also make sure they have a good balance of trusted festive favourites, premium products and seasonal options that encourage impulse purchases.”
Festive dining offers a major revenue opportunity as consumers actively indulge during the holiday season. According to research from Premier Foods, 44% of diners spend more on food and drinks during the festive period (Premier Foods, Unwrapping Festive Flavour: Trends, Traditions and Touches, survey of 2,000 UK adults who dine out in December, conducted 3–8 October 2025).
Taste preferences among consumers remain split: 45% prefer traditional festive flavours, while 35% look for modern twists on classic dishes (Premier Foods survey, Oct 2025). Wholesalers must balance classic staples with versatile products to meet these varying demands.
61% of diners are drawn to menus featuring branded ingredients (Premier Foods survey, Oct 2025). Iconic British brands such as Bisto, Paxo, Bird’s, and Ambrosia offer familiar signals of quality across diverse menu applications like festive wraps, pies, and seasonal desserts.
Wholesalers should prioritise allergen-free, vegan, and reduced-salt options that streamline kitchen prep during the busiest time of the year.
Maximising seasonal sales requires maintaining high product availability, planning early, and cross-merchandising complementary items.
Louise Wagstaffe, Senior Culinary Advisor at Premier Foods, emphasised the importance of balancing traditional and modern preferences: “Consumers are divided in their taste preferences, with 45% preferring traditional festive flavours and 35% looking for a modern twist on the classics.”
She also highlights the commercial value of recognised brands in hospitality venues: “With 61% of diners drawn to menus featuring branded ingredients, our wide range of much-loved British brands such as Bisto, Paxo, Bird’s and Ambrosia provide familiarity as well as a strong signal of trust and quality.”
Addressing operational efficiency for busy kitchens, Wagstaffe notes: “Clear signposting around dietary suitability, preparation and potential applications will make it easier for operators to identify the right solutions that ultimately reduce complexity in the kitchen at what is the busiest time of year for chefs.”
During the festive season, consumers show an increased appetite for premium treats, seeking out luxury and value for money through visually striking French pâtisserie. Out-of-home (OOH) festive dining is increasingly driven by a desire for memorable experiences, experiential options, and modern twists on classic menu items.
Offerings like the Crème Brûlée Tartelette combine traditional French pâtisserie with all-butter shortcrust pastry, adding table side theatre by allowing operators to caramelise the sugar top before serving.
Smaller portion sizes and bite-sized treats are gaining traction to align with reduced appetites linked to GLP-1 drugs alongside the wider rise in snacking. Symphonie Pasquier’s Petits Fours (including the Élégance and Chocolat selections) cater directly to this demand.
The Le Trio de Chocolats Entremets in Half-Frame format allows customised cutting for festive afternoon teas and tasting platters.
Wholesalers are advised to prioritise frozen pâtisserie to help operators stock early, manage demand, cut labour, and reduce food waste.
Matt Grenter, Sales Manager at Symphonie Pasquier, emphasises the consumer appetite for quality during the holidays: “Customers have always seen the festive season as a time to treat themselves and their preference for premium products only grows during December… customers are more willing to splash out if they are getting a luxury product that they know they will enjoy.”
Addressing the evolution of dessert portions, Grenter notes: “…with the rise of GLP-1, what customers require from occasional treats seems to be changing, and whilst decadence is still essential, portion sizes have become smaller, adjusting to the reduced appetite caused by these drugs.”
On creating memorable dining experiences through fusion concepts, he adds: “Customers will be increasingly tempted by food and drink options that stand out for creativity, making fusion desserts a real winner for adventurous customers.”
Food and drink gifting remains a cornerstone of holiday traditions, driven by shoppers seeking items that offer both quality and a sense of luxury. Despite shifting spending habits, consumers are trading up during the festive period—often choosing fewer, more meaningful gifts with strong premium credentials, provenance, and craftsmanship.
Consumers are prioritising memorable hosting moments, looking for elevated drinks to enhance Christmas parties and festive gatherings at home.
Five Farms is focusing on its 5cl Minis NPD, a single-serve format designed to encourage trial, boost accessibility, and unlock new consumption occasions without compromising its premium profile.
Today’s consumers expect environmental responsibility alongside quality. Five Farms uses 100% recyclable packaging and sources cream exclusively from five family-owned dairy farms in County Cork within 48 hours of collection.
Daniel Beadall, International Sales Director at Five Farms, McCormick Distilling International, highlights the demand for authenticity in seasonal gifting: “As the world’s first farm-to-table Irish cream liqueur, Five Farms offers gift-givers something that feels both premium and personal, delivering not only exceptional taste but also an authentic story rooted in the family-owned farms of County Cork.”
Addressing consumer spending behaviours during key festive moments, Beadall notes: “Rather than purchasing multiple lower-value gifts, consumers are often choosing fewer, more meaningful items with premium credentials.”
On the growing importance of eco-conscious production practices, he adds: “Sustainability is no longer a differentiator, it’s an expectation. Today’s consumers are increasingly conscious of how products are sourced, produced and packaged, and are looking to support brands that demonstrate genuine environmental responsibility alongside exceptional quality.”
Food and drink gifting continues to thrive, with consumers prioritising high-quality, authentic items that offer lasting value over novelty gifts.
Nicola Bertinelli, President of the Parmigiano Reggiano Consortium, notes that products with rich heritage and minimal ingredients naturally align with festive occasions: “Consumers are increasingly looking for gifts that feel authentic and offer lasting value. Premium food products with a strong heritage and recognisable ingredients are particularly suited to seasonal gifting opportunities, as they combine quality with a premium experience to be shared during the festive season.”
Festive shoppers are increasingly buying fewer, higher-quality items for holiday entertaining. Products backed by clear provenance and traditional production methods perform strongly in this market. Parmigiano Reggiano leverages its Protected Designation of Origin (PDO) status—maintaining consistent production across specified Northern Italian provinces for nearly 1,000 years—to stand out as a gourmet centrepiece. Bertinelli highlights how this shift benefits authentic, artisanal offerings: “Premiumisation continues to shape festive purchasing behaviour, with many shoppers choosing to buy fewer, but higher-quality products for entertaining and celebrations. Within the food category, artisan products with clear traceability continue to perform strongly, reflecting growing appreciation for traditional production methods and recognisable credentials.”
Demand for minimally processed, additive-free foods has boosted Parmigiano Reggiano, which is naturally lactose-free, rich in bioavailable calcium, and digestible. Food creators on social media have significantly amplified these health attributes among younger demographics.
UK demand for the cheese has expanded by 44% over the past five years. With annual production exceeding 4 million wheels and global consumer turnover reaching €3.96 billion, it serves as a major category value driver.
Outlining how retailers and wholesalers can maximise sales, Bertinelli advises: “Retailers can also maximise sales by showcasing the product’s versatility across a wide range of meal occasions which will help to encourage repeat purchases and cross-category usage.”
Consumers are increasingly prioritising shared experiences over traditional gift-giving, with 46% of Britons citing family time as the best part of Christmas compared to just 8% who prefer receiving presents (Richmond & Towers, The Great British Christmas 2025 Survey). This shift is driving demand for flexible, social dining options like grazing tables, buffet receptions, and continental sharing platters (Richmond & Towers, 2025).
With household GLP-1 usage rising to 6.3% in 2026 (Worldpanel / Food Manufacture), diners are seeking mindful moderation (Weight Medics). Wholesalers are adapting with portion-controlled, bite-sized items like Tipiak’s Mini French Bread Rolls.
Tipiak is launching a hand-made Vegan Canapé Selection featuring falafel bites and hazelnut shortbread with beetroot hummus, tapping into the 31% of consumers drawn to plant-based proteins and the 54% seeking diverse cuisines (Bidfood Trends).
Thaw-and-serve or quick-prep frozen products reduce kitchen pressure during peak trading, helping operators deliver quality consistently.
Marie-Emmanuelle Chessé, International Marketing Manager at Tipiak, highlights how evolving health trends are transforming festive menus: “With growing health awareness and the increasing use of weight-loss medication, festive menus should balance indulgence with flexibility by offering premium portion-controlled and mini formats, such as Tipiak Mini French Bread Rolls.”
Addressing the shift toward social eating and smaller formats, Chessé explains: “Premium mini appetisers and sharers allow guests to enjoy a variety of flavours at their own pace, catering not only to those adapting their eating habits through GLP-1 weight-loss treatments, but also to the growing number of consumers seeking flexibility and moderation during the festive season.”
Finally, on alleviating operational stress for hospitality teams during busy trading periods, she notes: “Products that combine premium perception and convenience can help alleviate some of these operational challenges. Ready-to-serve canapés, authentic sharing platters and elegant desserts allow operators to create festive menus that look impressive while reducing preparation time.”
During the holiday season, consumer dining habits shift towards increased indulgence and multiple celebrations. According to research by DJS Research, over 50% of consumers expect to eat more than one Christmas dinner, with two-thirds anticipating three or more festive meals (DJS Research). This frequency is driving demand for menu variety, health-conscious alternatives, and customisable dining experiences.
Given the volume of festive dining occasions and the rise of GLP-1 weight-management diets, offering smaller portions or customisable “pick-and-mix” trimmings allows consumers to manage indulgence while helping operators reduce food waste.
Using nuts, seeds, and dried fruits enables chefs to craft plant-based, nutrient-dense dishes. For instance, chia seeds serve as a functional, complete-protein binding alternative to eggs for vegan nut roasts, while pecans, hazelnuts, and cashews can be repurposed across winter desserts and curries.
Caroline Buggisch, Product Marketing Manager at RM Curtis, highlights the opportunity for wholesalers and hospitality operators during this busy trading period: “With this in mind, wholesalers should consider how they can help hospitality operators spruce up menus to keep things fresh and exciting, while playing to familiar favourites.”
Buggisch also emphasises how health-conscious trends and GLP-1 diets are reshaping festive preferences: “For example, the rising popularity of health-conscious dining, combined with the fact that many consumers will be enjoying multiple Christmas dinners may mean that customers will be looking for healthier, lighter alternatives to avoid over-indulging this year.”
On balancing health and traditional holiday expectations, she notes: “When considering healthy twists and smaller portions, it’s important for chefs to still deliver the expected indulgence of the festive season. Novelty and fusion menus are a great way to bridge this divide.”
World Lager becomes increasingly popular during Christmas and New Year, capturing a 20.3% share of sales compared to 19.7% throughout the rest of the year. This surge highlights a consumer appetite for premium “trade-up” options and gifting choices, such as Birra Moretti.
The Foster’s 18-pack leads as the largest SKU for HEINEKEN UK during Christmas, followed by the Birra Moretti 18-pack, Birra Moretti 12-pack, and Cruzcampo 10-pack.
Launched in March 2026, Cruzcampo® Sevilla Orange, a 3.3% ABV lager, taps into the growing flavoured and fruit beer segment (+12.4% year-on-year). It offers moderation for the 1 in 3 shoppers seeking a “lighter” beverage.
Introduced in March 2026, the higher-ABV (7.4%) premium apple cider Inch’s Reserve is designed for a fuller-bodied experience to recruit younger drinkers to the category.
Convenience stores can utilise HEINEKEN UK’s Star Retailer platform (www.starretailer.co.uk) for category advice and loyalty rewards.
Sarah Duncan, Category & Commercial Strategy Director at HEINEKEN UK, emphasises the seasonal opportunity for premium offerings: “This suggests shoppers are more willing to treat themselves, creating a strong opportunity for premium brands such as Birra Moretti. These brands can also make great ‘gifting options’.”
Highlighting the strategy to help convenience retailers maximise Christmas trade, Duncan notes: “In the run up to Christmas and New Year, there are some brands that all convenience retailers need to stock in adequate supply to meet increased consumer demand. By doing so, stores can facilitate trade up and ensure they are a ‘one-stop’ shop for their customers.”
Calculated indulgence and premium trade-ups define seasonal drinking habits as consumers balance holiday socialising with fitness and wellness goals. Off-trade alcohol volume remains down across mainstream segments, making the premium price bracket the sole segment driving overall beer growth.
The trend of “zebra striping”, alternating between alcoholic and non-alcoholic drinks, is shaping Christmas spending. Peroni Nastro Azzurro 0.0% was the fastest-growing top no-and-low alcohol beer brand in 2025 (IWSR 2015-2024). To leverage this, Asahi UK expanded its lineup with Limone di Sicilia and Arancia Rossa.
Small-pack 440ml cans increased by +9%, while premium 440ml options surged by +29% (NIQ Total Impulse L52W 25.10.25).
Placing zero-ABV options directly beside full-strength counterparts in chillers drives impulse cross-purchasing.
Rob Hobart, Marketing Director at Asahi UK, outlines how wellness trends will impact Christmas buying behaviour: “They will want to socialise and they will want to spend time with loved ones, but some will also want to avoid breaking their fitness and wellness routines – including as a result of potential over-indulgence – and they will turn to stores that support them with that.”
Emphasising where wholesalers should direct their investment, Hobart highlighted the strength of premium offerings (NIQ Scantrack 08.11.2025): “There’s only one price segment of the beer and lager category in growth and that is the premium bracket. With economy and mainstream brands in decline, the biggest opportunity for wholesalers is to tap into those brands that consumers are willing to spend more for.”
On capturing the growing moderation trend, he advises: “Merchandise your premium alcohol-free options directly beside their full-strength counterparts in the main chiller. This cross-purchasing setup triggers an easy, multipack impulse buy for party hosts looking to cater to everyone.”
Soft drinks present a major growth opportunity during the festive period, with the Great Britain market worth £14.56bn and growing 8% year-on-year (Nielsen). Shared gatherings drive demand for core brands, flavour innovations, mixers, and energy drinks.
Coca-Cola holds a 63.1% value share of the cola segment (Nielsen), led by Original Taste (£904.25m) and Zero Sugar (£483m) (Nielsen). Cherry variants generated £287m (Nielsen). Fanta remains the top flavoured carbonate (Nielsen), while Dr Pepper drives 45% of total segment growth (Nielsen).
Schweppes leads mixers with innovations like Cherry Pepper Soda (£83.4m brand value) (Nielsen). Energy drinks exceed £2.5bn (Nielsen), led by Monster (£880m+ value) (Nielsen) and zero-sugar options like Monster Ultra.
Multipack cans represent 17.6% of soft drinks sales for shared occasions (Nielsen), while Price-Marked Packs (PMPs) deliver nearly 48% higher rate of sale than plain packs in independent convenience stores (Nielsen).
Kate Abbotson, Senior External Communications Manager at Coca-Cola Europacific Partners (CCEP), emphasises the broader trajectory of the category: “Soft drinks continue to deliver strong value growth in Great Britain, now worth £14.56bn, growing 8% year-on-year, with demand for well-known, great-tasting brands as strong as ever.”
Discussing the importance of brand-led flavour innovation to attract consumers, Abbotson notes: “Powerhouse brands in key segments have a major role to play in bringing credible launches to market; these deepen loyalty from existing shoppers and attract new consumers into the category, at different points throughout the year.”
On maximising retail impact through collaborative in-store execution, she highlights: “By aligning their strategies and working together, retailers and brands can effectively tap into key trends and create a dynamic shopping environment that meets the evolving needs of consumers.”
Trading up and mindful drinking are two key trends shaping the foodservice industry during the festive season. Driven by cost-of-living considerations, consumers are dining out less frequently but choosing premium options when they do. This behaviour peaks over the holidays when the desire for indulgent treats and social experiences is strongest.
Bartenders can premiumise core ingredients by incorporating seasonal flavour profiles into festive drinks. For example, Sunmagic Juice’s Cranberry Juice in 1-litre cartons offers portion control for crafting seasonal cocktails and mocktails.
The ongoing shift toward alcohol-free options, heavily driven by Gen Z, is transforming bar menus through 0% spirits, alcohol-free beer and wine, and juice-based mocktails.
To avoid the high labour and stock intensity of crafting complex mocktails from scratch, operators can utilise ready-to-serve alternatives like Sunmagic’s Daymer Bay range (available in Strawberry Daiquiri, Passionfruit Martini, Classic Mojito, and Pina Colada). These can serve as stand-alone mocktails or as speed-rail bases for alcoholic cocktails.
Andy Lewis, Marketing Controller at Sunmagic Juices, highlights how consumer behaviour is driving demand for premiumised experiences: “With the ever-increasing cost of living, consumers are opting to dine out less, but trading up to more premium options when they do. This is particularly true of the festive season, when the urge to treat yourself is strongest.”
Addressing the growing market for non-alcoholic options, Lewis notes: “Mocktails are especially popular given the rising demand for low- and non-alcoholic options, largely driven by Gen Z.”
On helping hospitality venues streamline busy festive bar operations, he adds: “Instead, operators could utilise ready-to-serve mocktails, like Sunmagic Juice’s Daymer Bay range. Savvy bartenders could also use these as a base for alcoholic cocktails by simply adding a shot of relevant spirit and serving, minimising preparation time to streamline service.”
Consumer spending around the festive period is shaped by a balance between cost-conscious behaviour and calculated indulgence. As households manage budgets by dining out less, shoppers are choosing to treat themselves at home, creating opportunities for trusted, high-value grocery options.
Driven by economic factors, out-of-home eating trips dropped by 5.9% (Worldpanel by Numerator), prompting consumers to trade up on take-home items instead.
While novelty flavours attract interest, traditional favourites offer comfort and reassurance. Heritage brands that evoke shared memories remain central to multi-generational holiday celebrations.
Beyond general alcohol reduction, the rise of GLP-1 weight-management medications is driving demand for smaller portions, lower alcohol intake, and functional beverages rich in vitamins.
Packaging updates like the Supermalt Original 660ml sharing bottle blend novelty with nostalgic appeal, catering directly to social and family gatherings.
Early stocking and prominent visibility of core SKUs, new product formats, and promotional deals are essential for maximising festive revenue.
Lindsay Brown, Marketing Manager at Supermalt, explains how shifting dining habits influence grocery spending (Worldpanel by Numerator): “Last year as people responded to the cost of living crisis, we know a lot of people cut back by eating out less (OOH eating out trips down -5.9%), but may have balanced that out by treating themselves through trading up in grocery take-home items instead.”
Addressing how shoppers navigate seasonal food and drink choices, Brown notes: “In a year where many households have faced ongoing economic uncertainty, we expect shoppers to balance curiosity with reassurance, treating themselves to a few new experiences while still relying on trusted favourites that deliver both comfort and value.”
On health-conscious movements reshaping consumer demand, she adds: “Our Supermalt Original recipe meets current consumer needs around moderation and alcohol abstinence, while it’s Vitamin B content also appeals to shoppers seeking drinks with functional benefits.”
Soft drinks and energy drinks present major revenue drivers during the festive season, with total FMCG sales growing 13% over the eight weeks of Christmas compared to prior periods (Nielsen Discover Panel). Increased socialising, hosting, and retail visits create opportunities for energy multipacks, core best-sellers, and seasonal innovations.
Energy drink trips grew by 5% in December (Nielsen Discover Panel), with volume per buyer increasing by +15% compared to an average month (Nielsen Discover Panel).
Multipacks and multiserves perform strongly during the holiday period, with energy multipacks seeing a 10% uplift in units rate of sale (NIQ Discover). Top SKUs like Coca-Cola 330ml 8-packs and Red Bull 250ml 4-packs are critical for stocking up.
Proven top performers—Red Bull Energy Drink 250ml, 473ml, and 355ml—remain fundamental year-round. They are complemented by seasonal releases like Red Bull Winter Edition Fuji Apple & Ginger, which was the top-performing NPD last Christmas (NIQ).
Utilising secondary ambient displays, off-shelf multipack stacks, and hosting-themed POS helps wholesalers capture impulse purchases and drive basket trade-ups.
A Red Bull spokesperson emphasises how the festive period encourages shoppers to trade up (IGD ShopperVista): “Christmas is one of retail’s most profitable periods, giving shoppers a reason to indulge and trade up from everyday purchases. As occasions grow and social gatherings increase, consumers spend more time at home hosting and treating guests, making larger, more premium pack formats and multiserves essential.”
Highlighting the demand for new festive flavours (NIQ), the spokesperson notes: “Shoppers actively look for newness at Christmas, and the annual Red Bull Winter Edition has become a highly anticipated launch that can bring standout appeal to any festive depot fixture.”
On the role of proven core SKUs during busy holiday routines, they add: “Wholesalers and retailers should prioritise the proven best-sellers that shoppers know and trust. They give shoppers an easy energy solution for busy Christmas days, designated drivers and those moderating alcohol intake.”
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