Amid the ongoing cost-of-living crisis, the UK market showed encouraging resilience during the 2023 Christmas period, despite economic challenges.

Total retail sales in December 2023 increased by 6.9% year-on-year, with food and drink sales being a significant driver of this growth (Knight Frank).

Over the three months leading up to Christmas, food sales rose by 7.9% (BRC), reflecting strong consumer demand during the festive season.

However, this growth was partially influenced by inflation rather than a significant increase in the volume of goods sold.

While consumer spending rose, the actual quantity of products purchased remained largely stable.

Despite the financial pressures, there was a noticeable trend towards premium products, suggesting that many consumers chose to prioritise quality over quantity during the holiday season.

“Alcohol is a staple during the Christmas season, making it crucial for wholesalers to offer a diverse selection to meet consumer demands,” comments Joel McNally – Assistant Brand Manager at Brookfield Drinks. “Beer, a perennial favourite, should be stocked in a variety of forms, from best-selling brands like Kestrel’s premium lagers to specialty craft options. Popular choices such as Kestrel Super Premium Lager and the more sessionable Kestrel Premium Lager cater to a range of tastes and are ideal for retailers looking to bolster their festive offerings.”

In addition to alcoholic beverages, wholesalers should also prioritise stocking savoury snacks, crisps, and share-size confectionery. These items are typically high-margin products that complement alcoholic beverages well and are frequently picked up as impulse buys. Placing these snacks in proximity to popular alcohol selections can significantly enhance impulse purchasing, benefiting both wholesalers and retailers by maximising shelf space efficiency and boosting overall sales during the festive season.

“Wholesalers should initiate their Christmas planning as early as possible to leverage the busiest and most lucrative time of the year effectively,” adds McNally. “With both wholesalers and retailers benefiting greatly during this season, maximising this opportunity is crucial. Advanced planning is essential to capitalise fully on the festive period. This preparatory phase provides sufficient time to develop comprehensive promotional strategies and foster effective collaborations with retailers and suppliers. Starting early allows wholesalers to tap into early-bird shopping trends, circumvent last-minute rushes, and implement a successful Christmas trade strategy seamlessly.”

The growing emphasis on health and wellness presents an attractive opportunity for wholesalers, particularly at Christmas. Christmas is traditionally a time of indulgence, but increasingly, younger consumers are seeking healthier alternatives to enjoy during festive celebrations. This shift in consumer behaviour opens new avenues for wholesalers to offer products that align with a more health-conscious mindset. By expanding their selections to include lower-calorie drinks, alcohol-free beverages, and options made from natural and organic ingredients, wholesalers can cater to this demographic’s desire for healthier choices without sacrificing the festive spirit of the season. This strategy not only meets the demands of a growing market segment but also positions wholesalers as forward-thinking and responsive to evolving consumer trends.

An exemplary product in this category is Diamond Cider, a premium option for those seeking healthier alcoholic choices. This medium-sweet cider delivers a crisp and refreshing taste, made from a blend of dessert apples. It is also vegan-friendly, contains fewer calories and sugars than many competitors, and is gluten-free, making it an appealing choice for health-conscious consumers.

Kestrel Super Premium lager continues to lead Brookfield’s product lineup, maintaining its position as the UK’s top-selling 9% ABV canned lager. Its robust sales are evident not only in the UK but also in export markets, attesting to its popularity among consumers worldwide.

In addition to the flagship Kestrel Super Premium lager, Brookfield has introduced Kestrel Premium and Kestrel Extra Premium. These newcomers have swiftly captured the attention of wholesalers, retailers, and consumers alike, offering quality brewing and ingredients at an affordable price point.

Rob Hobart, Marketing Director at Asahi UK, comments: “Asahi UK has identified three growth opportunities within beer that retailers should be aware of over Christmas. The first is no- and low-alcohol beer (growing at 13%). The second two come from both ends of the value scale – premium four-pack cans and four-pack pint cans.

“There are two segments in decline, but retailers should still dedicate fixture space to these. Economy/ mainstream four-packs is the second biggest segment in beer, worth £245m, but is declining at -18% as consumers trade up into premium. Craft beer, meanwhile, is declining at 17% (Nielsen). We recommend retailers dedicate 10% of their fixture to each of these segments.”

Within chilled beer (excluding ale), 96% of sales are lager, 2% is stout, 1% is craft and 0.7% is no- and low-alcohol beer (Nielsen). Asahi recommends retailers dedicate 40% of their range to large single bottles and three- and four-packs. Large single bottles are worth £254m, while three- and four-pack bottles are worth £95m (Nielsen). These should be merchandised at eye level/the middle of the fixture.

Asahi Europe & International’s ambition is for 20% of its core product portfolio to offer alcohol-free products by 2030. No- and low-alcohol beer is the strongest growing beer sector and is popular at Christmas, with it currently growing at 13% year on year (Nielsen). However, these products are not widely distributed in convenience (Nielsen).

Peroni Nastro Azzurro 0.0% 4x330ml is the top alcohol-free beer product by rate of sale in the convenience channel and presents a trade-up opportunity for the Christmas period (Nielsen).

The no-alcohol beer market is growing rapidly, with the expected global CAGR of 8% in the next five years.

Consumers are looking to cut down on their alcohol intake, while drinking less but drinking better generally. 53% of consumers have trialled new no- and low-alcohol (IWSR). 43% of UK drinkers say they are looking to moderate (KAM).

No- and low-alcohol is incremental to the category. No- and low-alcohol tends to be an additional purchase in the beer category rather than a substitution, so with the right beer range available, no- and low-alcohol products should bring additional sales for retailers (Kantar).

60% of people say they expect to change their eating and drinking habits. 51% say an increased focus on ‘health and wellness’ is the primary driver of this change. 43% per cent say they are likely to cut down on alcohol consumption. 65% of people say they are likely to focus on health and wellness (Bulbshare).

Calli O’Brien, Head of Marketing at Aston Manor Cider, comments: “Cider sales tend to increase at Christmas, which is expected to remain the case this year. Interestingly, an additional half a million UK households buy apple and fruit ciders during the festive period versus the summer months. Wholesalers should therefore focus on stocking a range of brands, flavours, and pack formats to maximise this opportunity.”

Households are still concerned about the cost-of-living crisis and, as a result, decision making around expenditure is being heavily impacted. Therefore, it is no surprise that 72% of UK households are now impacted by the rising costs of food and drink (Levercliff).

The reality is we are all making savings to varying extents. Not just to make ends meet, but to also be able to afford the things we value most. As a result, 94% of consumers have stated they would consider switching to a cheaper alternative (Levercliff), with many also prioritising their ‘at-home’ drink experience. With that in mind, many consumers are choosing to entertain guests or host celebrations at home instead of going out to cut costs.

Strong cider (+5.4%) is driving growth within the cider category and is in fact outperforming total cider sales (-5%). This growth is a result of changing shopper behaviours that have largely been influenced by the cost-of-living crisis. This has subsequently meant shoppers are swapping spirits for cider, which is likely due to consumers having less disposable income (TWC).

Knights cider is going from strength to strength and is in 83% growth in the last 13 weeks (TWC).

Building on the success of Aston Manor’s extensive range of world-class ciders, Knights Cider is now the UK’s number one strong amber cider brand (Nielsen). The strong amber brand has also recorded over 12 million cans sold annually (Aston Manor), with Knights seeing a 54% increase in shopper numbers year-on-year (Kantar).

On the success that Knights is having, Aston Manor has recently launched Knights Vintage Cider 500ml glass bottle. Launched in February this year, Knights Vintage Cider has been crafted by a master cider maker from a blend of the finest bittersweet apples. With an ABV of 8.4%, this cider embodies the expertise that defines Herefordshire’s cider-making legacy. Crafted for those who appreciate a great cider without breaking the bank, the cider is a testament to simplicity and accessibility.

With rising food and drink prices being the top concern for almost half (49%) of shoppers (Levercliff), Aston Manor Cider has introduced a new range of Frosty Jack’s pack formats. These come in at a number of different recommended retail price points to help provide shoppers with better value without trading down on quality as the cost-of-living crisis continues to bite. The Frosty Jack’s RRSP range includes a 1L bottle, a 1.5L bottle, and a larger 2.5L offering. Aston Manor recommends wholesalers to stock the full offering giving choice to both retailers and shoppers.

Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “Christmas is a key moment in the calendar for retailers and shoppers alike, as families and friends get together and celebrate with delicious food and drink at home.

“Colas, mixers and adult soft drinks can all help to bring a sense of sparkle to a festive occasion, so retailers and wholesalers should ensure they’re well stocked with a wide range of sharing formats across established brands such as Schweppes, Appletiser, and Coca-Cola™.”

Research shows merchandising food and drink together can double shopper engagement and increase sales by up to 32% (Connecta), so stocking sharing packs of soft drinks alongside festive meals and snacks can help shoppers grab everything they need for a Christmas night at home.

Making mixed drinks or cocktails at home over the festive season can be a more affordable, fun alternative to going out to bars and will be popular with those looking to enjoy a festive drink at home.

Consumers are looking to pair their favourite spirits with quality mixers like Schweppes Classic Tonic and Slimline Tonic. Last year, CCEP expanded its PMP range by introducing price-marked Schweppes 1-litre PET bottles. This enabled more convenience customers to enjoy the advantages of PMPs with the best-selling mixers brand in retail, perfect for a big Christmas night in.

Premium adult soft drinks, such as Appletiser, can also be used as a flavoured base for cocktails and mocktails, or in a mixed drink, delivering a more sophisticated serve for any at-home occasion.

Alcoholic ready to drink (ARTD) cocktails – like Jack Daniel’s and Coca-Cola RTD, which has generated nearly £34m (Nielsen) worth of sales since it launched in March 2023 – are also a great option for festive get togethers, offering hosts a convenient way to deliver a perfect serve every time, without the need for time-consuming mixing and preparation. Data shows that the ARTD category is worth £552m in GB (Nielsen), highlighting the opportunity it brings for retailers and wholesalers.

CCEP has also added to its ARTD portfolio with Absolut Vodka & SPRITE, which blends the smoothness of premium vodka, Absolut, with the loved lemon-lime soft drink, SPRITE, offering yet another refreshing alcoholic serve to enjoy during the holidays.

Alison Robson, Marketing Manager, Lir Chocolates, comments: “In 2023, Grocery sales grew in value by 7% and the number of items bought rose 2% (Grocery Gazette) with a record £13.7bn spent at supermarkets during December. This increase in expenditure is in part due to shoppers trading-up to premium ranges or luxury brands which was not to be expected in the face of the cost-of-living crisis. This is evidence that consumers are still keen to indulge during the festive period, irrespective of their normal spending habits.”

The same is true of the confectionery sales, which remained high despite an increase in wariness of HFSS products. Shoppers wish to use the Christmas period as a chance to indulge and enjoy their favourite sweet treats. Baileys Chocolates benefitted from this behaviour as shoppers bought into the brand over Christmas as a delicious treat with a sales growth of +12% (12we 30.12.23, Nielsen).

Confectionery sales topped £2bn for the first time in 2022 – a figure no doubt helped by higher prices. And 97% of British households bought sweet treats in the runup to Christmas (The Guardian). Despite the ongoing cost-of-living-crisis reducing expendable income, polls show that 54% of consumers prefer to purchase premium, high-quality chocolate (Confectionery News).

Research has shown that 51% of British Gen Z are keen to see nostalgia used in their festive marketing (Student Beans). In the turbulent times that we are living in, these young adults are looking for the festive period to be one of tranquillity and home comforts, to transport them to their childhood Christmases. Baileys Chocolate Truffles provide a delicious and indulgent combination of the famous Baileys flavour and branding that they know and love, in the form of an exciting new product.

In what’s being described as “the Christmas creep”, celebrations and preparations for the festive season are starting earlier each year. This is due to a number of factors including a consumer desire to be more prepared and spread the cost over a longer period, as well as brands wanting to maximise profits and edge out their competitors. Wholesalers can capitalise on this by making seasonal goods available earlier and take advantage of consumers’ demand for these limited-edition goods.

Baileys Chocolate Assorted Truffles – an assortment of four truffle flavours (Original Baileys Irish Cream, Strawberries and Cream, Birthday Cake and Salted Caramel) are an example of an ideal product for early festive shoppers. The assorted flavours and luxury gift box branding denotes festive indulgence whilst still being a recognisable household brand that shoppers purchase year-round.

Flavour innovation is one of the biggest drivers of sales in the food and drink industry. The rapid pace at which social media turns over trends has been dubbed the ‘Instagram effect’ and consumers are more interested than ever in trying new flavours (Food Navigator). Berry flavours have been identified as an emerging trend and the success of Baileys Strawberries and Cream Truffles is evidence of this. Baileys Chocolate Truffles are also available in Original Irish Cream, Salted Caramel, Birthday Cake flavour and the recently announced Mint Chocolate Truffles.

The Baileys Original Chocolate Truffles are a great year-round product as they tap into both the gifting market as well as making a deliciously indulgent treat to enjoy yourself. They are available in 205g boxes as well as the Baileys Original Mini Delights Pouch (102g) to suit any occasion. Buyer numbers in Baileys Chocolates grew by +102% across the calendar year 2023 as these new lines were introduced (Full Year 2023, Nielsen).

Baileys Chocolate has introduced its Mint Truffles, Assorted Truffles and sweet nut mixes to its range ahead of the festive period.

Baileys Chocolate Mint Truffles is made with a smooth milk chocolate shell and a mint-chocolate truffle centre with a hint of Baileys Original Irish Cream, available from September, RRP £6.80.

Baileys Chocolate Assorted Truffles is an assortment of four truffle flavours: Original Baileys Irish Cream, Strawberries and Cream, Birthday Cake and Salted Caramel all with a hint of Baileys Irish Cream, available from September, RRP £9.50.

Baileys Caramelised Nut Mix is a selection of sweet and crunchy roasted almonds, hazelnuts, peanuts and cashews, combined in a delicious caramel coating and finished with a hint of Baileys, RRP £3.00.

Baileys Chocolate Peanuts & Cashews are a combination of roasted nuts, generously coated in creamy milk chocolate with a hint of Baileys, available from October, RRP £3.00.

Total chocolate sees small volume declines of -2.2% whilst the Baileys Chocolate range experiences strong growth in volume of +12.9% (52we 13.07.24, Nielsen).

Despite the ongoing cost-of-living-crisis reducing expendable income, research suggests that 54% of consumers prefer to purchase premium, high-quality chocolate (Confectionery News). Consumers are likely to try escaping the ordinary experience by purchasing small luxury items, such as quality chocolate from well recognised brands. Reports show that taste is the strongest decision criterion when consumers are considering sweet goods and price came in third place (Suedzucker).

In 2022, the strongest market growth in the confectionery sector came from high-quality chocolate bought as a gift or shared treat. Gifting products are always more resilient than self-treating chocolate and seem to be weathering the cost-of-living crisis much better (The Guardian). Baileys Chocolate Truffles benefit from not only being a trusted brand as well as providing a luxury experience for the consumer and the gift recipient.

Susan Nash, Trade Communications Manager at Mondelez International, comments: “Gifting blocks make up 5% (Nielsen) of total winter confectionery sales, so are a must-stock for retailers in the weeks leading up to Christmas Day. Cadbury offers a wide range of gifting blocks including the classic Cadbury Dairy Milk 360g bar, as well as this year’s 200th anniversary limited-edition tablet. 2024 also sees the return of the Cadbury Dairy Milk Winter Mint Crisp 360g block to shelves, helping retailers further tap into the sharing occasion with this popular flavour.”

The run-up to Christmas begins in September with a ‘fast start’ – retailers should look to kick off the season towards the end of summer to prepare for the increase in Big Night In occasions as the weather gets cooler and shoppers look to spend more nights at home.

Sharing formats, multipacks and tablets will be key here, and retailers can make the most of this start to the season by stocking products such as Cadbury Roses and Cadbury Heroes, which also cater to those shoppers stocking up for Halloween too.

Mondelez International brought back a family favourite last Christmas, with the return of the beloved Cadbury Dairy Milk Coins, which were a huge success – ending the season as the no.1 NPD across the whole market with over 1.4 million packs sold (Nielsen). Bringing a touch of nostalgia and magic to the season, Cadbury Dairy Milk Coins are a great stocking filler, set to delight shoppers again this year and drive incremental sales for retailers.

OREO, the world’s favourite biscuit (Euromonitor) brand, is joining in on the Christmas fun this year with the launch of limited-edition OREO Gingerbread – an ideal festive snack to help shoppers get into the spirit of the season with its embossed gingerbread-flavoured cookies. The packs will also feature the OREO’s new-look packaging, helping these sweet treats stand out even more on shelf.

This year, Mondelez International is bringing something unique to shoppers’ advent countdown with the launch of the Cadbury Dairy Milk Creamy Advent Calendar, featuring 24 Cadbury Dairy Milk chocolates with a soft creme filling. It’s a great option for those looking to trade-up this year and make the countdown ritual even more special.

The Cadbury Puds range is expanding this year with the launch of new Cadbury Mini Puds, bringing this festive favourite into a bitesize bag format for the first time. The 73g bags feature Puds’ iconic festive design and are set to appeal to shoppers looking for a stocking filler gift or even as a treat to enjoy themselves.

Kathryn Hague, Head of Marketing at Hancocks and World of Sweets, comments: “Despite the cost of living crisis and inflation, the Christmas food and drink market performed well in 2023 seeing significant growth across the whole seasonal period.”

Confectionery was the highest performing category last year with 17.3% value growth. With 97% of UK households buying confectionery in the run-up to Christmas, this critical category was worth £1.2bn in 2023. The majority of growth was in the late season (mid to late December) which increased by £47m YoY.

Growth in the category was driven by chocolate cartons, sugar pouches, self eat, boxed confectionery and novelty products.

“A trend we’ve noticed is that shoppers are either trading down or up when it comes to confectionery. 90% of Gen Z shoppers and 83% of Millennial shoppers were trading down to cheaper products during the holiday season, so it’s important to stock up on product lines that offer great value for money, including novelty products and price-marked packs,” adds Hague.

“On the other hand, there are also a lot of shoppers who are looking to trade up and are willing to spend more on high-quality confectionery products to treat their loved ones with. Premium confectionery products are seen as a great gifting option during the holiday season, as they look elegant and are more affordable compared to other more costly presents.”

Hancocks’ festive pick n mix range is perfect for gifting and a great addition to Christmas snack tables. Shoppers are invited to create their own mix from a huge variety of seasonal sweets, such as Kingsway’s Jelly Elves, Fruity Reindeers, Fizzy Christmas Trees, Snowman & Snowflake Mallows and Candy Cane Gummies, with an RRP of £1.49per 100g.

Bonds Christmas-themed pick n mix Candy Cups are also a fantastic option to purchase as a stocking filler, token gift or for sharing with friends and family. The seasonal cups include cola and fruit flavoured Reindeer Faces RRP £2.50 and Winter Wonderland Candy Cup RRP £3.50 filled to the brim with festive pick n mix favourites.

The popular Candy Realms brand has also introduced a Merry Mix Candy Cup to its extensive range of seasonal treats. The cup is filled with Christmas Tree Mallows, Candy Stars and Green and Red Sugared Candy Canes and has an affordable price of £1.99.

Bonds of London traditional chocolate coin nests and candy canes are also very popular among customers. The candy canes are available in the classic peppermint flavour, as well as watermelon, bubblegum, strawberry and mixed fruit flavours. They’re ideal stocking fillers or add-on gifts, retailed for just a pound.

Boxed formats perform extremely well and Bonds of London stocks a selection of sweetshop favourite treats in attractive, giftable boxes including Rum Truffles and Turkish Delights, RRP £2.00.

Also among popular boxed confectionery lines are the Bonds Pun Boxes RRP £2.00 which come in a variety of fun designs, including You’re Eggstra Special and the award winning You’re One in a Melon. The giftable and quirky boxes are a festive favourite to give to a loved one at Christmas.

Matt Collins, Sales Director at KP Snacks, comments: “Treat occasions grow in the Convenience and Impulse channel (Lumina) over the festive season as friends and family seek out their favourite snacks to boost enjoyment of Christmas occasions. From parties to festive movie nights, Crisps, Snacks and Nuts are a staple of Christmas get-togethers, creating a critical opportunity for retailers to bolster sales.”

As a leading snacks manufacturer, KP Snacks offers a broad portfolio of tasty products perfectly positioned to create value and generate demand by meeting all consumer needs this Christmas. Brand is the most important factor influencing product choice (Lumina) and KP Snacks trusted brands including KP Nuts and Tyrrells to help drive retailer sales.

Retailers should capitalise on the growth of Sharing over Christmas by stocking larger formats to tempt and engage shoppers.

KP Nuts leads the segment as the UK’s number one Nut brand, worth £99m and growing in value +2.7% (Nielsen IQ). At nearly 5 times the size of the nearest branded competitor, KP Nuts holds a 25% share of the Nuts segment (Nielsen IQ).

Available in a range of popular flavours, from Original Salted Peanuts to Dry Roasted and Honey Roast Peanuts, KP Nuts provide an excellent sharing option and the perfect accompaniment to a cold drink. KP Nuts cater to all Sharing occasions, with fully recyclable 375g Nut Cuddies and large Sharing bags.

Naturally packed with protein and fibre, KP Nuts appeal to shoppers on both taste and health cues, catering to shoppers looking for healthier products that don’t compromise on great flavour this Christmas.

“Over the festive season, shoppers are willing to spend more on higher quality CSN products to bring extra flavour and excitement to Christmas occasions,” adds Collins. “To drive sales and capitalise on this trend, retailers should broaden their product range in the lead up to Christmas to include more premium options.

KP Snacks’ premium hand-cooked crisp brand Tyrrells is perfect for tempting shoppers to trade up. With 92 Great Taste Awards to the brand’s name, Tyrrells is well-known for its delicious flavours and high quality. Delivering classic consumer favourites, including Mature Cheddar & Chive, Sea Salt & Cider Vinegar and Lightly Sea Salted, Tyrrells 150g Sharing packs are a great choice for festive social occasions.

Worth £60m, Tyrrells holds a 14% share of premium snacking (Nielsen IQ). With alcohol consumption increasing over the Christmas period, and 56% of consumers saying they like to consume savoury snacks with an alcoholic drink (Mintel), Tyrrells offers an exquisite pair to a variety of wines and gins to enhance festive celebrations.

Butterkist is the nation’s favourite popcorn brand and provides the perfect accompaniment to a Christmas movie, enjoying a 35.4% market share (Nielsen IQ).

The importance of the popcorn category shouldn’t be underestimated within the sharing occasion. Ideal for cosy family nights in spent watching films or casual family get-togethers, Butterkist delivers family favourite popcorn flavours Sweet & Salty, as well as more indulgent Toffee, perfect for those festive sharing occasions with family and friends.

Marie-Emmanuelle Chessé, International Development Project Manager at Tipiak, which supplies frozen, authentic French sweet pâtisserie to the UK hospitality sector, comments: “With Christmas being such a key time in the food service sector, it’s crucial that wholesalers stock all the ingredients that caterers need for the festive season.”

Along with traditional Christmas dinners, events and receptions are a big part of the festive entertaining scene.

A recent survey commissioned by Tipiak found that 54 per cent of Britons believe that food is more important than drink when they attend an event such as a party or reception.

Half of Brits said they would position themselves at a reception or party event so that they have the best access to food or the waiter carrying the food.

Canapés are traditionally served at events and receptions, and the Tipiak survey discovered that on average, the respondents polled said they would eat six canapés at an event. Four in ten believe you should be able to eat canapés in just one bite.

Tipiak’s range of exquisitely French ‘thaw and serve’ canapés, available to the UK food service sector via many wholesalers, are ideal for Christmas. Convenient to use, they take between two and four hours to defrost in a fridge and are available to suit all tastes, including a vegan cocktail selection.

Frozen products really come into their own at Christmas when chefs and food service professionals tend to be extremely busy. They make life easier, especially if venues are struggling for staff.

Authentic pâtisserie is tricky to make, so using thaw and serve options can provide huge benefits in any professional kitchen at Christmas.

The festive season is a time when customers like to indulge in desserts and sweet treats. A simple way to jazz up desserts is by using macarons to decorate or top cakes and puddings. Macarons are treasured desserts in France and have become popular all over the world. These confectionery favourites are very versatile so not only can they add value to desserts this Christmas, they can also be used in festive afternoon teas, café gourmands or even as festive favours to treat guests.

Tipiak’s survey revealed that 53 percent of Brits believe that macarons are an essential part of afternoon tea, with seven in ten agreeing that they are fashionable.

Being able to cater for diners and customers with dietary requirements is important and Tipiak’s macarons have the added benefit of being gluten free which means they are suitable for those who have Coeliac disease – a serious autoimmune condition, affecting around one in every 100 people.

To support its range of sweet and savoury thaw and serve pâtisserie, Tipiak invests in marketing, advertising and social media to highlight the USPs of its products, the convenience of using them in a professional catering setting and the opportunities for serving pre-prepared pâtisserie.

Lesley Parker, Senior Brand Manager for Kuhne at UK distributor RH Amar, comments: “Featuring a range of the finest gherkins, pickles and sauerkraut, all Kühne products are made in Germany using only the finest, hand-picked and sustainably sourced ingredients.”

Kühne gherkins are grown in the best soil and are then pickled in a home-made vinegar brine that has been created to ensure the balance of the final product is just right.

“The company has been pickling for over 120 years, so it’s fair to say it knows a thing or two about making the highest quality pickles, something that eight Great Taste Awards are testament to. In fact, Kühne is the only pickled gherkin brand to be awarded any Great Taste Awards at all,” adds Parker.

“It is this quality promise that will make Kühne the brand of choice for discerning caterers and shoppers everywhere this Christmas.”

Kühne products are also 100% natural, made without the addition of preservatives or artificial colours, are gluten-free and lactose-free, and the majority are suitable for those following vegetarian and vegan diets, so they really are perfect for any diet.

And with a social media and marketing presence significantly in excess of any other brand in its category, Kühne is the clear choice for wholesalers and convenience retailers wanting to maximise the gherkins sales opportunity in the run up to Christmas.

As well as offering the category’s most comprehensive range of pickles – including whole gherkins, sliced gherkins and cornichons, as well as sauerkraut, relishes and sauces – Kühne is now offering shoppers its most special range of premium gherkins yet.

Kühne Gourmet Selection is a range of premium gherkins packed fresh to ensure the perfect crunch. Available in three variants infused with either Herbs, Honey or Chilli, each comes in a premium, standout 580ml jar (RRP: £3.55 each).

Available now, we expect this new Gourmet Selection range to be particularly popular among those looking to treat themselves or their guests to something really special this Christmas.

Indeed, pre-launch tests show that 86.3% of consumers who tried the product liked it a lot, and way above the Pickles, Chutneys and Olives category average benchmark of 70.9% (Degusta). Taste was called out as the new range’s top attribute and was cited by 87.3% of respondents.

When asked how they would most typically consume Kühne Gourmet Selection, four out of 10 (40.9%) said they would most likely eat them in a sandwich, one in three (36.4%) would eat them on their own, and a similar number (35.2%) thought they would be great as part of a main meal, for example as a great addition to any Christmas spread.

Gherkins rank as the biggest Pickled Vegetable category and are the biggest contributor to overall value growth with a 23.6% share of all sales and value growth of +32.5% in 2023 (Nielsen IQ).

Value growth can partly be attributed to higher prices, which in turn is fuelling increased spending, although an average price increase of +14.5% only goes some way to explaining the overall increase in shopper spending.

Indeed, demand for gherkins throughout the year is also being driven by the increasing popularity of a number of cuisines where gherkins are a common ingredient, including Americana and Middle Eastern dishes. The increase in demand also aligns with the rise of the health conscious shopper and gherkins are also commonly eaten as a healthier snack.

“Finally, as demand for gherkins notably spikes during summer and Christmas, we are also seeing a consistent rise in demand across all channels, and an exponential rise in demand within the convenience arena where sales are up by a staggering +188% in the last year alone, further signalling why gherkins should be an absolute must-stock for convenience retailers during key occasions like Christmas, and a stock up favourite throughout the year, too,” says Parker.

This Christmas Creed Foodservice is taking a look at the most popular consumer trends from 2024 and analysing insights to bring the very best festive range to tables across the UK. Set to be a ‘no rules’ Christmas again, firm festive favourites crossed with global flavours are being showcased. With consumers continuing to feel the pinch, more affordable and ready-to-use options are being brought to the fore, which keep staff time down, whilst still delivering that little bit of magic.

It’s been estimated that 75% of consumers are very value-led when dining out at Christmas (Lumina) – looking for options that are purse friendly whilst still bringing the wow factor. More so than ever giving your guests an experience that they couldn’t get at home is top of Santa’s list.

Creed Insights Manager, Anna Clapson, comments on this year’s range: “We are re-imagining the classics with varied global flavours and premium ingredients being combined. We’ll see more planet-friendly choices being prioritised, from seasonal and reusable ingredients to recyclable packaging. We can’t forget that consumers are still feeling the impact of the cost of living and need to keep this in mind with solutions that are cost effective, yet which still deliver an unforgettable experience. One thing is for certain, the joy of food and drink will be leading the way.”

Communal, sharing dishes which bring a sense of conviviality are great for both small and large groups, allowing them to pick lots of smaller plates and snack-style dishes to pass around. Creed’s Kitchen ’72 pre-marinated chicken wings always hit the spot and can be topped with herbs and sesame seeds for added theatre. Bubble prawns and panko torpedo prawns – both still with tails on – bring an air of decadence particularly when paired with a Kitchen ’72 Indian Sweet Chilli dipping sauce on the side of a sizzling plate. Whilst mini masala empanadas, chicken tom kha kai croquettes, pesto cheese risotto balls and taquitos are a handful of fun to share around.

Not forgetting the vegans and vegetarians, mini vegan Kiev bites with a side of punchy garlic mayo are the perfect pairing, and beetroot falafel provide a hit of colour to the table. For those looking for the classic Christmas pastry-fix, mini tartlets and quiches which can simply be warmed through will hit the mark.

This year Creed is also championing premium soups for starters as they can be cost effective when bought-in, with the holiday magic coming from the toppings, many of which can use up food that might otherwise go to waste. Think handmade deep-fried crusty sourdough croutons using up bread that’s past its best, a sprinkling of micro herbs, or perhaps even a lavish swirl of double cream to bring a feeling of luxury. Creed’s chefs have even been whipping up crunchy blackened leek crumb combining the discarded tougher parts of the vegetable and icing sugar – a stunning and food-waste friendly touch.

Keeping some main dishes classic, but with reimagined twists are bound to appeal to many diners looking for a sense of nostalgia. Creed’s in-house butchery can supply a range of meat for your diners, from classic English boneless turkey lobes for easy carving, through to the very best pigs in blankets and whole gammon joints. This year’s must-have for those that are looking to push the boat out is a whole rib of beef on the bone which has Red Tractor Assured status and is sourced from West Country farms.

Operators may also want to consider a fancy fish dish as a centre-piece this year, and the new boneless and skinless Korean sole fillets come with a spicy Korean crumb – ideal served on a bed of rice or noodles for a different take on a Christmas special.

Burgers loaded with festive toppings are hugely popular around the holiday period and are a cost-effective option for diners. Double up on a pork sausage meat patty and a Red Tractor Assured 4oz steak burger before loading up with slices of brie and lashings of cranberry sauce for the ultimate festive stack.

With 67% of consumers now referring to themselves as ‘extremely sustainability conscious’ (Lumina) and with 34% reducing their overall meat intake (Lumina), be sure to include some plant-based dishes that are far from second best. Vegan sweet potato, chestnut and cranberry loaf is a great alternative to roasted meat on a traditional Christmas dinner plate. It comes with crunchy nuts and seeds for that extra bite. Spread a bright beetroot and horseradish hummus on the plate first for eye-catching presentation and finish with a smattering of herbs.

 

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