The festive season is not just a time of joy and celebration—it’s a critical period for the food industry, offering insights into consumer behaviour, market trends, and opportunities for innovation.  

Supermarkets have unveiled their 2024 Christmas ranges, and the offerings reflect some key emerging trends in consumer preferences and industry product development.  

Here are six key themes shaping the festive food landscape this year: 

Premiumisation: Turning festive family meals into gourmet experiences 

Christmas is always about indulgence, with consumers looking to buy a wide range of quality products to enjoy at home with family and friends. In a theme that’s been reflected across hospitality and F&B retail this year, consumers are increasingly looking to create restaurant-quality melas at home, embracing high end, diverse ingredients and more ambitious cookery.  

Supermarkets are meeting this demand with premium options like M&S’s wagyu beef pie or Waitrose’s British wagyu beef sirloin joint. Luxury desserts, including red velvet baubles and salted caramel cheesecakes, are also taking centre stage. 

Maddy Wilson, Director of Own Brand at Waitrose, comments on this focus on creating memorable meals: “Christmas really is the time to shine for food lovers, creating the perfect menu to impress for all festive occasions. Whether you want options to elevate further or fuss-free good food with no prep, we’ve created a range that ticks the box for everyone this Christmas.” 

For food & drink brands, it’s important to emphasise the quality and provenance of ingredients to craft gourmet experiences. High-quality preparation, visually stunning presentation and mouth-watering product imagery can turn even simple dishes into must-have holiday items. 

Diversity of products in plant-based 

Alongside rising numbers of vegans and vegetarians, more and more consumers are embracing flexitarian diets, and we’re sure to see that impact on Christmas spreads in 2024.  

This year, options like Tesco’s mushroom and chestnut festive wreath and Aldi’s roasted vegetable snowflake show how plant-based dishes are stepping up as star attractions. 

Fay Hasnip, Tesco’s Plant-Based Product Development Manager, underscores the importance of this shift: “The plant-based revolution is the biggest food trend to have taken place this century. There’s a growing appetite from plant-based shoppers and flexitarians wanting to reduce their meat intake. With that in mind, we’ve crafted our finest ever plant-based offering to surprise and delight all at the Christmas dinner table.” 

Food professionals can tap into this growing demand by creating plant-based dishes that appeal to a broad audience, including flexitarians. The focus should be on bold flavours, innovative textures, and visual appeal to make these options as enticing as traditional offerings. 

Convenience without compromise 

As much as consumers crave indulgence during the festive season, convenience remains a top priority, especially when holiday schedules become packed. Products such as Sainsbury’s Christmas Dinner in a Box and Morrisons’ roast-in-the-bag turkey crown provide the perfect solution for shoppers looking to enjoy a premium meal without the complexity of extensive preparation.  

These offerings are designed to bring high-quality meals to the table with minimal effort, appealing to those who want to spend less time in the kitchen and more time with loved ones. 

Clare Hughes, Director of Product Innovation at Sainsbury’s, explains: “We know spending time with family and friends takes priority, so we’ve taken the fuss out of cooking with new launches like our Christmas Dinner in a Box, ready to serve in just an hour. Whether you’re looking for scrumptious party food or sensational centrepieces, there’s something every diner will love.” 

For professionals in the food industry, the focus should be on creating products that are not only easy to prepare but also retain high quality. Ready-to-cook or pre-assembled meals offer a practical solution, and these should be emphasised in marketing campaigns, showcasing their simplicity and convenience.  

With many shoppers looking for quick, no-fuss dinner options, highlighting the time-saving benefits of such products can strongly appeal to those with limited time or less culinary expertise.

Shareable and interactive foods take centre stage 

Festive foods are increasingly about creating experiences, with shareable and interactive items in high demand. Products like Asda’s charcuterie wreath and Aldi’s prawn toast sandwiches add an element of fun to holiday gatherings. 

Julie Ashfield, Managing Director of Buying at Aldi UK, says: “Customers can expect our usual great value and high-quality products this festive season. And this is just a taste of what’s to come at the Christmas Retailer of the Year.” 

Visually striking, shareable dishes encourage interaction and products that double as centrepieces or talking points can add value to holiday gatherings and help supermarket offerings really stand out. 

Nostalgia with a modern twist 

Traditional Christmas flavours remain a staple, but they’re being reimagined to meet modern tastes. Sainsbury’s Christmas ‘Carol-mel’ & Brownie Cheesecake and Asda’s fig, whiskey, and spiced honey products show how nostalgia can blend with innovation to create something fresh. 

Morrisons has also unveiled a fresh twist on a Christmas classic with the launch of its Christmas Cheese & Jalapeno Pigs In Blankets. 

Clare Hughes highlights this approach: “From sophisticated spins on nostalgic classics to decadent desserts, our range is designed to fill the festive season with joy and flavour.” 

It’s becoming a go-to tactic for supermarkets to reinvent classic holiday favourites with unexpected flavours, textures, or formats, but his strategy can appeal to both traditionalists and adventurous eaters and certainly had sparked conversation in IFE HQ.  

The year of the novelty festive bao bun? 

This year, supermarkets are embracing the trend for novelty bao buns, with a fun and festive twist. From Waitrose’s Santa Bao Buns, featuring soft, pillowy buns decorated with Santa’s face, to Tesco’s playful penguin-shaped Ice Ice Bao-by buns filled with char sui vegetables and mushrooms, these quirky snacks are sure to stand out on any Christmas buffet.

Aldi is also joining the trend with its Specially Selected Bao Buns, available in hoisin duck or sweet & sour veg, and designed to resemble reindeer and presents. These whimsical bao buns are not only a delicious treat but also a conversation starter, adding a creative and interactive element to holiday spreads this year.

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