As the festive season draws near, consumer trends and innovations in Christmas food and drink have shifted, influenced by global dynamics and evolving preferences.
Mintel's "The Future of Christmas Food and Drink: 2024" reflected on 2023 activities to uncover insights into consumer expectations for the 2024 festive season.
Mindful Christmas: A Growing Trend
For a party season like Christmas, consumers want to look and feel their best, which can be challenging during a festive period full of decadent food and drink and not enough sleep.
For example, 49 percent of Indian consumers were interested in buying healthy gifts during the festive season (e.g., Diwali, Christmas, Eid). Additionally, the rise of “beautifying foods,” such as functional foods that support skin health, has gained traction, with 34 percent of German consumers expressing interest in it.
A Spotlight on Sustainability
In line with broader food and drink trends, Christmas launches worldwide have increasingly featured ethical or environmental claims. Seasonal launches are more likely to feature an ethical or environmental claim than the average global food and drink product.
For example, according to Mintel GNPD, 18 percent of global food and drink launches from 2023 featured a recycling claim compared to 28 percent of Christmas/winter seasonal launches from October 2023 to January 2024.
Innovation in Seasonal Launches
Globally, sweet goods have led the charge in product innovation, with chocolate confectionery and bakery products accounting for over 50 percent of all new Christmas products in 2023. Specifically, chocolate confectionery has maintained a consistent share of 29 percent of launches, while bakery products have slightly increased between 2022-2023 and 2023-2024.
Consumers Will Nonetheless Look Forward to Celebrating
Over a third of UK consumers anticipated a more enjoyable Christmas in 2023 than the previous year. However, the global economic climate, marked by inflation and geopolitical conflicts, has continued to impact consumer spending.
In France, Christmas 2023 saw a 20 percent drop in champagne sales, reflecting a notable decline in spending on premium products. This trend may resonate in Asia, where similar economic pressures could affect consumer choices and spending habits during the festive season.
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