Food and drink brands sit at the emotional heart of Christmas in Britain – and new research suggests that role has never been more commercially or culturally important.
Launching today and available for purchase , The Great British Christmas 2025 Survey – a major new nationwide study jointly created and curated by Richmond & Towers and Possibility? – reveals that while Christmas spending, gifting and celebration are increasingly fragmented, the shared Christmas meal has become the single most consistent source of joy, meaning and memory across the population.
Sharing a unique view of Britain at Christmas by blending hard data with human stories, the in-depth 126-page report provides marketers with a forensic view of the nation’s festive season, helping to ensure that Christmas 2026 will be their most successful yet[1].
Based on research with 2,000 British adults conducted immediately after Christmas, the study offers food manufacturers, supermarkets and hospitality brands a data playground for marketers planning for Christmas 2026 – and a clear signal that simplifying, supporting and protecting food rituals matters more than ever.
“The Great British Christmas 2025 Survey breaks new ground to show how misconceptions about Britain’s Christmas habits may be hindering effective marketing, and even how some campaigns – including those that are often held up as best in class – are missing the target with large numbers of consumers,” explains Matt de Leon, Managing Director at Richmond & Towers.
Food is the emotional centre of Christmas Day
Despite years of gift-led advertising and ever-louder festive messaging, the research shows that Christmas is remembered not for presents, but for presence – and food.
When asked about the best part of Christmas Day:
- 46% said simply being together
- 29% cited the Christmas meal
- Only 8% mentioned presents
For food brands, this positions the shared meal not as a supporting act, but as the emotional climax of the day – the moment when effort peaks, pressure drops, and togetherness finally happens.
“Food is where Christmas stops being performative and starts being real,” says de Leon. “Our research shows that everything builds towards that moment when people sit down together. Brands that help that moment go smoothly – reliably, calmly and without stress – are doing far more than selling products. They’re shaping how Christmas is remembered.”
Pressure is real – and food is where it concentrates
While Christmas joy still dominates overall, the research highlights that food is also one of the biggest sources of pressure. More than four in ten people (42%) found Christmas financially stressful, while 33% felt under pressure to spend more than they could comfortably afford.
Hosting amplifies this tension. Over a quarter of respondents cited cooking, timing meals and managing expectations as the hardest part of Christmas Day – particularly among women, single parents and those hosting extended family.
Yet the data also reveals something crucial for brands: stress peaks before the meal, not after it. Two-thirds of people say they feel confident they can manage the cost of Christmas once it’s over, suggesting anxiety is driven by decision-making, not regret.
“For food brands and supermarkets, this is a critical insight,” says Nick Rabin, Managing Director at Possibility?. “The opportunity isn’t to encourage people to do more, but to help them feel more in control. Clarity, reassurance and ease matter more than aspiration when people are planning the most emotionally loaded meal of the year.”
Tradition holds – but flexibility is rising
Classic Christmas foods still dominate. Roast turkey, roast potatoes, pigs in blankets and traditional puddings remain central, particularly among older consumers and family households.
However, the research shows a quiet but important shift among younger adults and child-free households. Under-35s are significantly more open to:
- Alternative proteins and non-traditional meals
- Blended cultural menus
- Lighter, less alcohol-centric celebrations
Non-alcoholic festive drinks also over-index among younger adults and higher social grades, reflecting a broader redefinition of indulgence that includes moderation as well as excess.
For supermarkets and manufacturers, this signals a need to protect tradition without enforcing uniformity.
“People aren’t rejecting Christmas food rituals,” adds Rabin. “They’re editing them. Brands that allow flexibility within tradition – rather than forcing a single ‘correct’ version of Christmas – will feel far more relevant.”
Eating out is the first thing to be cut
When consumers were asked what they would cut back on first if festive spending needed to be reduced, eating out topped the list at 29%, well ahead of gifts (17%).
This makes food-at-home the most resilient part of the festive economy – but also places greater responsibility on retailers and brands to deliver value, reliability and emotional reassurance.
Year-on-year, eating and drinking out showed a clear split:
- Younger adults and partnered families were more likely to spend more than last year
- Older consumers and single households were more likely to cut back
The implication for Food & Drink brands is clear: the Christmas table is becoming even more important as discretionary spend elsewhere tightens.
Supermarkets win by removing friction
When asked which brands made Christmas feel easier or less stressful, Amazon topped the list, but supermarkets collectively dominated the top rankings. Tesco, Aldi, Sainsbury’s, Lidl, Asda and Marks & Spencer all featured prominently, with M&S notably outperforming its market share.
Marks & Spencer ranked third overall – a standout result driven by its ability to feel both special and safe among shoppers deciding to treat themselves.
“Christmas rewards brands that remove friction,” says de Leon. “Shoppers are willing to trade up when they trust the brand not to let them down. At Christmas, reliability is a premium attribute.”
Sustainability is becoming a hygiene factor
Environmental concern is present but uneven. 45% say they tried to make more environmentally responsible choices, rising to nearly 60% among under-35s and families with young children.
More tellingly, 56% were consciously trying to reduce waste, making waste reduction a mainstream aspiration rather than a niche behaviour.
For food brands, this shifts sustainability from campaign messaging to operational credibility – packaging, portioning, leftovers and clarity now matter more than virtue signalling.
What this means for Food & Drink marketers planning 2026
The Great British Christmas 2025 Survey suggests that the future of Christmas food marketing is not to be louder, bigger or more indulgent – but calmer, clearer and more supportive.
Key implications include:
- Designing for reassurance, not perfection
- Helping hosts feel in control, not judged
- Supporting tradition while enabling flexibility
- Treating the shared meal as the emotional hero of Christmas
“Christmas success isn’t about spectacle,” concludes de Leon. “It’s about making the most important moment of the year feel manageable. Food brands that understand that will win not just sales, but trust.”
The Great British Christmas 2025 Survey will be available to purchase and download from 17th February 2026 for ?1,250 + VAT at https://rtc.london/product/the-great-british-christmas-2025-survey/.
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