At Christmas, consumers are shifting their spending power toward festive meals, treats, and shared dining experiences instead of buying traditional non-food gifts.
Facing high living costs, shoppers cut back on discretionary non-food items like fashion and electronics, choosing instead to invest in celebratory food and drink.
UK supermarkets routinely hit record revenue highs during the final weeks of December as households splurge on premium festive ingredients and traditional holiday dining.
Even with tight budgets, consumers treat the Christmas meal as an essential indulgence, driving strong demand for seasonal luxury lines and party food ranges in retail.
While consumer demand for festive dining remains resilient, market value is also heavily inflated by rising price tags rather than volume alone.
Industry reports from the Food and Drink Federation note that food inflation is tracking toward 4% by Christmas, pushed upward by extreme weather impacting global supply chains and ongoing geopolitical conflicts. Persistent supply chain disruptions, energy costs, and regulatory reforms have made grocery and festive menu planning more expensive for both consumers and operators.
The festive trading period represents a massive commercial window for beer and cider, generating £185m in sales (NielsenIQ to 13/06/26), with grocery accounting for £150m over Christmas (NielsenIQ to 03/01/26). To capitalise on this seasonal surge, retailers must optimise their supply chains to support consumer trade-up and host-gifting behaviours.
As Sarah Duncan, Category & Commercial Strategy Director at HEINEKEN UK, 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.”
World lager’s market share expands to 20.3% during Christmas versus 19.7% year-round (Nielsen to 03/01/26). Birra Moretti sees its overall share rise from 3.0% to 3.8% over the four-week festive block, with its 18x440ml pack ranking as the 6th best-selling SKU (Nielsen to 03/01/26).
Bulk formats lead total volume, headed by Foster’s 18-packs, Birra Moretti 18- and 12-packs, and Cruzcampo 10-packs (NielsenIQ to 13/06/26). In cider, Inch’s 10-packs drove £2.7m in Christmas lead-up sales, alongside Strongbow Original 18s and Dark Fruit 10s (Nielsen to 03/01/26).
Low-and-no alcohol options captured a 4.0% festive share compared to 3.7% annually (Nielsen to 03/01/26). Meanwhile, Murphy’s Stout tripled its weekly value at year-end following new 4-pack and 10-pack launches (Nielsen to 03/01/26).
Duncan highlights innovation strategies tailored to changing tastes: “Introducing Cruzcampo® Sevilla Orange provides a credible, premium option that gives retailers an opportunity to further capitalise on the brand’s popularity.” This aligns with 12.4% year-on-year growth in flavoured beer (CGA & NIQ to 27/12/25). Additionally, HEINEKEN UK introduced Inch’s Reserve—a 7.4% ABV Herefordshire cider designed for sipping—to recruit younger consumers into premium apple cider.
Festive beer sales are rapidly growing in impulse channels, reaching 25% of sales in 2025 (Circana, 12.07.26). As socialising increases, shoppers show a higher willingness to trade up into premium categories like craft beer for personal treats, social gatherings, and gifting.
As Georgia Ladbrook, Shopper Marketing Manager – Impulse at BrewDog, notes: “Retailers can use this seasonal uplift to become a go-to destination for local shoppers by prioritising availability, festive POS and strong secondary sitings that capture increased Christmas traffic.”
Grocery dominates large-pack purchasing. Singles account for nearly 60% of impulse craft beer sales (Circana, 28.12.26) and should be kept chilled. However, mid-packs offer the single largest growth opportunity for craft during Christmas, outperforming larger formats as shoppers embrace multi-can options for gatherings.
Retailers should anchor their craft selection with proven bestsellers like Punk IPA and Hazy Jane 4-pack multipacks (available in PMP). Because craft shoppers actively seek variety and trial (Vypr, Sept 2024), stocking seasonal releases and mixed formats like the BrewDog 330ml 8-can Mixed Pack helps drive category excitement.
Highlighting food pairings, hosting tasting sessions, and utilising premium merchandising reinforces the retailer’s role within the local community while driving footfall.
Ladbrook emphasises the importance of a balanced range: “Alongside mainstream beers, retailers can encourage discovery and trade up with a focused range of premium and seasonal options, making craft beer a compelling festive choice.”
To maximise peak seasonal spend, Ladbrook advises focusing on overall ease of shop: “Focus on hero SKUs, clear merchandising and compelling promotions to create a festive alcohol destination.”
Christmas is a massive commercial opportunity for drinks, with 28.9% of annual beer, wine, and spirits sales value generated during the Golden Quarter (NIQ, Nov 2025). Despite widespread pressure on household budgets, premium beer remains resilient as consumers look to treat themselves with distinctive, high-quality offerings (IWSR, May 2026; IWSR, Feb 2026).
Chris Mitchell, Head of Marketing at Vocation Brewery, emphasises: “Christmas presents a significant opportunity to offer shoppers compelling reasons to trade up, whether that’s discovering a new beer style or treating themselves to something more premium.”
To maximise this seasonal opportunity, retailers should focus on key category growth drivers.
Stores need a balance of sessionable pale ales like Crush Hour for longer gatherings alongside bolder options.
IPAs remain crucial to the fixture. Vocation’s Life & Death Classic IPA (6.5%) is the UK’s No. 1 independent craft beer brand by value, generating £4.3m in annual retail sales and growing 23% year-on-year (NIQ to July 2026).
Stout grew 10.9% in value and 6.9% in volume over the 52 weeks to 27 December 2025 (NIQ). Rich, full-flavoured variants like Naughty & Nice Chocolate Caramel Cookie Stout fit seasonal occasions well. Clear flavour descriptors, ABV details, and food-pairing suggestions help demystify craft beer for occasional shoppers.
Mitchell stresses that moderation trends reflect changing behaviours rather than complete abstinence, as consumers balance moderation with discovery (IWSR, Feb 2026).
Mitchell notes: “Shoppers haven’t stopped wanting premium products, but they’re thinking harder about when it’s worth spending a little more.”
He adds: “Within the fixture itself, retailers should balance familiar favourites with enough choice across styles, flavours and ABVs to give shoppers something new to discover without making the range difficult to navigate.”
The festive season represents a massive commercial window, with UK shoppers spending over £1.9 billion on take-home retail alcohol in the four weeks leading up to 28 December 2025 (Worldpanel by Numerator). Despite ongoing cost-of-living pressures, consumers continue to prioritise premium products, everyday luxuries, and seasonal treats (Mintel).
David Sheppy, Managing Director at Sheppy’s Cider, highlights the importance of early seasonal execution: “Between October and November, retailers should launch the seasonal displays and bundle promotions to ensure product visibility and encourage early purchasing across all locations.”
Multi-serving options like Bag-in-Box formats cater to hosting, while seasonal warming options—such as Sheppy’s Winter Spiced Cider—offer a premium alternative to traditional mulled drinks (Booker).
Formats such as the Sheppy’s 200 Cider 440ml can meet increasing demand for convenient, portable options without compromising quality.
Demand for low-and-no alcohol variants continues to climb, while fruit-forward and spiced profiles appeal to shoppers seeking trial and discovery (Accio).
Positioning cider alongside complementary food pairings, such as Kingston Black with soft Gorgonzola, drives footfall and basket spend.
To capture early shopper planning, retailers are setting up displays as early as October (Bench Mark; Zextons). Consistency across stores builds brand recognition and delivers a seamless customer journey (Print Signage Hub).
Sheppy emphasises the need for an adaptable, well-rounded inventory: “To maximise the potential of cider products in their venues, retailers should stock a full range of formats to cater to different guest preferences.” He adds: “Retailers should build a balanced range that combines trusted bestsellers with premium and seasonal products that can attract new shoppers and encourage last-minute purchases.”
At-home entertaining continues to drive festive drinks sales, as consumers seek to recreate bar-quality hospitality experiences within their own homes. Because shoppers increasingly prioritise quality over quantity, premium spirits and liqueurs provide a major opportunity for retailers to inspire trade-up, gifting, and everyday indulgence during the holidays.
The festive period serves as a crucial window for driving product discovery. According to CGA by NIQ, 85% of consumers are likely to repurchase new or different drinks they first tried during the festive season for at-home consumption. This demonstrates a direct link between initial serve trials and long-term shopper purchasing behaviour.
Aiste Pugh Williams, Off-Trade Marketing Manager at DISARONNO INTERNATIONAL UK, explains: “The key for retailers is helping shoppers feel confident recreating these experiences themselves. Simple serve suggestions, clear merchandising and seasonal storytelling can inspire consumers to explore new products, while digital content, QR codes and sampling opportunities can bring serves to life and demonstrate how easy premium cocktails can be at home.”
Retailers can drive sales by displaying spirits alongside complementary mixers and offering quick 2-to-3-step recipes for popular festive choices like Spritzes.
Younger consumers are increasingly “zebra striping”—alternating between alcoholic and non-alcoholic options—or choosing lower-ABV options. Liqueurs like Disaronno Originale offer rich flavour in smaller quantities for lighter drinks, such as a Disaronno Spritz with lemon and soda water.
Cream liqueurs see a sharp seasonal rise as consumers seek comforting, rich flavours. Disaronno Velvet allows retailers to capture this demand with a smooth, premium cream option served over ice or in festive cocktails.
Williams highlights the brand’s broad appeal: “Disaronno Originale’s bottle design and premium positioning make it a strong gifting choice, while the brand’s versatility also encourages shoppers to purchase for their own enjoyment alongside entertaining occasions.”
The festive trading season is primarily anchored around two main consumer occasions: gifting and hosting. As shoppers look to recreate bar-quality hospitality experiences at home, convenience and premiumisation remain central to driving category growth.
Ready-to-drink (RTD) cocktails, such as All Shook Up variety multipacks, offer accessible solutions for social gatherings. Meanwhile, premium mixers like Franklin & Sons Brewed Ginger Beer help elevate serves at home.
Craig Chapman, Head of Brand at Global Brands, highlights the strategic opportunity for retailers: “RTD cocktails are well placed to capitalise on this behaviour, as they offer consumers an easy way to recreate bar-quality serves without the need for multiple ingredients or mixology skills.”
Low-ABV liqueurs are outperforming higher-ABV options, growing +1% compared to a -4% decline for higher-strength alternatives (NielsenIQ).
Asian-inspired flavours are expanding rapidly, with the category now worth £14.6 million in the UK and growing at +26.6% year-on-year (CGA, P08 2025).
Products like ASUKI, a Japanese-inspired liqueur with Yuzu Citrus and Cherry Blossom expressions, combine contemporary design with lower-ABV profiles for festive gifting and discovery.
Trusted brands like Hooch continue to provide reliable options for larger parties.
Chapman notes how aligning product ranges with broader cultural trends helps capture seasonal spend: “Asian-inspired flavours are gaining momentum, demonstrating the strong demand for globally influenced taste profiles.”
He adds: “By balancing familiar favourites with premium and unique options across RTDs, spirits and mixers, retailers can appeal to a wider range of festive shoppers.”
The festive trading season creates significant commercial opportunities for soft drinks, a category now worth £14.56bn in GB and growing at 8% year-on-year (Nielsen, 26.01.2026). From planned family gatherings to last-minute top-up shops, a well-structured soft drinks range is essential to serving diverse consumer missions over Christmas and New Year.
Kate Abbotson, Senior External Communications Manager at Coca-Cola Europacific Partners (CCEP), highlights how stores can capture these varied occasions: “The strongest festive ranges will make it easy for shoppers to find three things: trusted favourites for sharing, something new for guests to try and the right pack for the occasion.”
To maximise seasonal category growth, retailers should prioritise key operational strategies.
Colas remain foundational, with the Coca-Cola portfolio accounting for 63.1% of category value sales. Retailers should offer both full-sugar and zero-sugar variants alongside each other, including Coca-Cola Original Taste (£904.25m), Diet Coke (£499m), and Coca-Cola Zero Sugar (£483m) (Nielsen, 26.01.2026).
Cherry variants generated £287m in value sales over the past year (Nielsen, 26.01.2026). Innovations like Coca-Cola Cherry Float and Diet Coke Cherry bring excitement to the fixture (CCEP, July 2026). Meanwhile, Fanta accounts for one in five flavoured carbonates sold in GB (Nielsen, 26.01.2026).
As consumers host at home, mixers gain importance. Schweppes—worth £83.4m (Nielsen, 26.01.2026) and named the UK’s No. 1 Best-Selling Soft Drinks & Mixers brand in the 2026 CLASS Bar Report (stocked in 68% of the UK’s top 50 bars)—helps bridge the gap between on-trade experiences and elevated home serves (CLASS Bar Report 2026).
Multipack cans, which account for 17.6% of total soft drinks value sales (Nielsen, 21.03.2026), should sit alongside large PET bottles for planned get-togethers, while chilled single-serve formats cater to immediate consumption.
Abbotson outlines a simple blueprint for execution: “Lead with trusted brands, offer choice across regular and zero-sugar variants, add a small number of flavour-led options, and cover both planned sharing and immediate-consumption formats.”
The Christmas trading window provides a massive opportunity for FMCG, with total sales growing +13% in the eight weeks leading up to Christmas versus prior periods. Soft drinks remain a top-five trade-up category, benefiting from a dramatic increase in footfall—shoppers made 1.2 billion soft drink trips across November and December, while energy drink trips surged by 7 million (+5%) in December. Energy drink buyers purchase 15% more volume per month during Christmas, making it one of the most profitable periods for retailers.
A Red Bull spokesperson notes: “Christmas not only drives higher sales; it is also highly incremental, increasing both volume and frequency.”
While single-serve formats (Red Bull Energy Drink 250ml, 355ml, 473ml) dominate year-round, social gatherings increase demand for multipacks and multiserves. Energy multipacks experience a 10% uplift in units per million visits (UROS) at Christmas. Stacking key offerings like Red Bull 250ml 4-packs supports at-home entertaining and caters to non-drinkers or designated drivers.
Limited-edition launches generate strong incremental sales. Red Bull has recorded year-on-year double-digit unit growth each Christmas for the past three years, with Red Bull Winter Edition Fuji Apple & Ginger leading as the best-performing NPD last Christmas. Building on this success, a new Limited-Edition Winter Edition will roll out at the end of September.
Positioning energy drinks in secondary, high-traffic displays, such as front-of-store ambient stacks or festive hosting bays alongside mixers and snacks, drives impulse sales.
The spokesperson stresses capturing shopper intent away from the main aisle: “Create extra purchase opportunities away from the fixture, using front-of-store ambient multipack stacks, secondary chillers or FSDUs to interrupt festive shopping missions and capture impulse sales.”
They conclude: “Cross-merchandise around occasions, not just categories. To sell the full event, increase basket spend and make the shop feel like a one-stop destination for Christmas get-togethers.”
Drinks play a pivotal role during the festive season, accounting for £2 in every £10 spent by grocery shoppers at Christmas (Worldpanel by Numerator, 12 w/e 28/12/25). As consumer preferences shift, alcohol-free and functional beverages are becoming increasingly critical for capturing seasonal spend.
Lindsay Brown, Marketing Manager at Supermalt, emphasises the key consumer shift towards moderation: “Whether driven by health goals, changing lifestyles or budget considerations, more consumers are reducing their alcohol intake or choosing not to drink alcohol at all. As a result, soft drinks are benefiting from significant switching opportunities, particularly those that offer flavour, quality and a sense of occasion.”
The rise of alcohol abstinence, alongside emerging trends like GLP-1 medications, is shifting consumer demand toward smaller portions, reduced alcohol, and beverages with functional benefits. Supermalt Original meets these needs with its vitamin content and alcohol-free recipe.
Sharing formats are a primary focus for festive hosting. The Supermalt Original 660ml sharing bottle went viral on TikTok with nearly half a million views upon announcement, blending novelty with nostalgia for group get-togethers.
Following the success of its Less Sugar multipack, Supermalt launched its Less Sugar recipe in a 500ml single-can format to better serve convenience channels and on-the-go missions.
Malt drinks are growing at 2.5% year-on-year, with Supermalt outperforming the category at 3.7% growth (NIQ Discover, 52 w/e 11/07/26).
Brown highlights how the brand’s portfolio aligns with these evolving market dynamics: “Our Supermalt Original recipe meets current consumer needs around moderation and alcohol abstinence, while its vitamin content also appeals to shoppers seeking drinks with functional benefits.”
She adds: “For retailers, ensuring a strong range of alcohol-free and functional beverages alongside trusted, established brands will be key to meeting evolving consumer demand this Christmas and beyond.” Mondelez International, the UK’s leading confectionery supplier (Nielsen IQ, Value Sales, 52 w/e 19.07.25), has unveiled its 2026 festive lineup designed to target diverse seasonal shopper missions, spanning self-eat treats, gifting, and sharing.
A primary highlight is the ongoing collaboration with Lotus Biscoff, featuring new introductions like Cadbury Biscoff Filled Centres in single and 3-pack options, a Cadbury Dairy Milk Biscoff Pouch, and Toblerone Biscoff Diamond Truffles. Additional product innovations include the interactive Cadbury Dairy Milk Smash Baubles, which reveal Buttons or Freddo faces, and the limited-edition Toblerone Crispy Caramel block.
Gabriella Sargeant, Brand Manager, Christmas at Mondelez International, highlighted the range’s versatility: “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.
Our range of seasonal products allows our shoppers to choose the right festive snack or gift for their occasion.”
The portfolio brings back established best-sellers to drive category growth.
Cadbury Puds remain the top self-eat novelty product (Nielsen, GB Tot Coverage, w/e 29.12.25), while Cadbury Mini Snow Balls lead the sharing novelty segment (NiQ Discover, w/e 19.07.25–27.09.25).
The Cadbury Dairy Milk 90g Advent Calendar is the market’s top-selling advent calendar (NIQ Discover, w/e 19.07.25–27.12.25). Cadbury Dairy Milk Coins return after ranking as the No. 1 gifting novelty SKU in 2025 with 34% YoY growth (NiQ Discover, w/e 19.07.25–27.09.25). Additionally, the classic Cadbury Dairy Milk 345g bar remains Mondelez’s top gift block (Nielsen EPOS, 52 w/e 27.12.25), supported by the Cadbury Medium Selection Box, the No. 1 product in its category (NIQ Discover), and Cadbury Milk Tray, the top everyday gift brand (Nielsen EPOS).
OREO, the world’s No. 1 cookie brand (Euromonitor, 2025 retail value), brings back its OREO Yard—which grew 23% overall and 175% in incremental value for its 40-cookie format in 2025 (Nielsen IQ / Worldpanel TH Panel, 52 w/e 28.12.25). Ritz, the UK’s No. 1 branded cracker (Nielsen Discover, MAT Dec 2025), is promoting its “ChrRitzmas” campaign for festive hosting.
Christmas 2025 highlighted a deliberate festive shopping landscape, where shoppers balanced tighter budgets while maintaining traditions. While total confectionery value sales grew +0.6%, unit sales dropped as one in three shoppers planned to spend less (NielsenIQ & Kantar WPO, 24w to 27/12/25). Despite this, category penetration remained steady at 87% (NielsenIQ & Kantar WPO).
The festive period follows clear seasonal phases.
August to October (£381m): early treating, singles, and small sharing products outperform November sales (NielsenIQ & Kantar WPO). Formats like the MALTESERS® Reindeer and new Crispy M&M’s® Mini Santas small sharing bag offer affordable entry points.
December Peak (£527m): December represents the largest sales window as shoppers turn to tubs, boxed chocolates, and larger sharing formats for gatherings (NielsenIQ & Kantar WPO).
Lauren George, External Communications Manager at Mars Wrigley, notes: “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 like the MALTESERS® reindeer.”
Brands are expanding into new rituals such as festive baking with items like Green & Red M&M’s® Chocolate and M&M’s® Peanut Christmas Mix. 2026 product innovations include the Snickers® & Friends Selection Box to recruit male shoppers, alongside the MALTESERS® White Box, targeting under-35s who over-index in white chocolate (Kantar; NielsenIQ).
Mars Wrigley was the only manufacturer to grow in both value (+4.2%) and unit sales (+0.9%) over Christmas 2025 (NielsenIQ & Kantar WPO), supported by its 2024 M&M’s® expansion which recruited 443,000 households (NielsenIQ & Kantar WPO).
George emphasises the need to adapt to changing consumer behaviours: “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.”
Terry’s is debuting a new line and a returning favourite ahead of Christmas, as the iconic chocolate orange brand takes aim at its biggest festive season yet.
The Terry’s Chocolate Orange XL tablet – a chunky, chocolatey orange treat for serious fans – will roll out to major retailers from September. Weighing in at 330g (RRP: £5.00), it’s designed to be a main Christmas gift as well as a stocking filler (but you may need a bigger stocking).
Terry’s is also bringing back its iconic White Chocolate Orange after four years by popular demand. The smooth and creamy white chocolate treat (145g RRP: £2.50), paired with Terry’s signature orange flavour, will roll out to retailers from this this month, offering a delicious twist on the iconic original.
The products are set to generate further excitement around the Terry’s brand, which has become synonymous with the festive season. The Terry’s Chocolate Orange already makes it into one in four family households on the run up to Christmas (Worldpanel by Numerator) and is the number one chocolate token gift (Nielsen).
Last Christmas, Terry’s significantly outpaced the wider market with 22% value growth and was responsible for three of the five best-selling lines under £3 (Nielsen).
Mimi Williams, Senior Brand Manager at Terry’s, says: ”The Terry’s Chocolate Orange is a symbol of festive joy and a firm stocking filler favourite. Our new lines will offer even more ways to gift Terry’s over the festive season. The XL tablet offers Terry’s lovers a bigger Christmas present for under the tree and our White Chocolate Orange is finally making a return (by popular demand)! These exciting innovations will help Terry’s deliver its biggest Christmas yet.”
The launches form part of Terry’s Christmas campaign, with significant investment behind its “Deliciously Unsquare” platform spanning digital, out-of-home, PR and shopper marketing. The campaign is designed to reinforce Terry’s position as the nation’s favourite chocolate orange brand and drive shoppers into the category throughout the festive season.
Ahead of this year’s festive season, Terry’s will also be bringing back its Chocolate Orange Exploding Candy Ball, further expanding its orange-flavoured portfolio. The listing builds on the success of Terry’s Chocolate Orange Easter Egg with Exploding Candy minis (91g), the third biggest innovation of Easter 2026 (Nielsen), and reinforces the brand’s strategy of driving growth through exciting new takes on its iconic Chocolate Orange. Three quarters (76%) of consumers said they found the flavour appealing, and 63% would buy it in addition to a traditional Terry’s Chocolate Orange (Attest).
World of Sweets has unveiled its 2026 Halloween and Christmas confectionery portfolio, focusing on accessible price points, new product development, and seasonal novelty. The market opportunity remains significant, with sweets generating £207m over the four weeks to Halloween 2025 (+1.5% YoY) and Christmas sweets reaching £548m across the 12 weeks to 27 December 2025 (up 2% in value and 0.3% in units) (IRI Circana).
Kathryn Hague, Group Head of Marketing at World of Sweets, outlines the strategy: “Seasonal confectionery gives retailers a real opportunity to bring newness and theatre into store. Shoppers still want great value, but Halloween and Christmas are also occasions when fun, novelty and gifting become much more important.”
Candy Realms is introducing £1 RRP options for Halloween (Jelly Pumpkins, Candy Skulls) and Christmas (Jelly Candy Canes, Christmas Candy Lollies), alongside 50p Festive Gummy Pops ideal for Christmas Eve boxes.
Bonds is updating its £1 and £1.25 ranges with vegan Fizzy Fangs for Halloween and new Choco Stars and Festive Mallows for Christmas.
The Elves Behavin’ Badly range features 5D Peelable Gummies, Reindeer Poop Prank Bags (cola jelly beans, £1 RRP), and a refreshed Tongue Painters Bag with sweet and sour fruit flavours.
PEZ brings brand strength worth £7.2m in UK retail sales value, while The Traitors range offers novelty formats like Chews, Chocolate Coins, and Shield Medallions.
Anthon Berg targets high-value gifting with updated packaging across its Chocolate Liqueurs, Cocktails, and Single Malt Collection (£5.49–£18.99 RRP).
Monty Bojangles has revealed four new additions to its 2026 Christmas gifting lineup, building on a period of strong momentum. The UK confectionery brand reported +35% year-on-year growth across its core gifting ranges when comparing Christmas 2024 to 2025 (Monty Bojangles internal sales data).
Andrew Newlands, CEO and Founder of Monty Bojangles, explains: “At Monty Bojangles we believe the visual spectacle of premium chocolate gifts should promise the exceptional quality within and our glorious collection of Truffle-filled Cats are a superb example of this.”
He adds: “Developed with our fans in mind, having listened to their feedback, we are delighted to introduce Golden Goddess and Jade Mirage to the line-up this Christmas. These personality-packed gifting options are not only perfect for tapping into the gifting occasion during Christmastime, but also for consumers looking for items to enjoy at home with family and friends over the festive period.”
The brand’s 2026 festive product launches focus on premium keepsakes and inclusive countdown options.
The XL Golden Goddess Cat Tin (200g, £20.35 RRP) features 22 individually wrapped truffles across four Great Taste Award-winning flavours. The Jade Mirage Cat Tin (135g, £16.95 RRP) taps into consumer demand for pistachio with 14 Pistachio Marooned truffles.
The Marvellous Truffles Advent Calendar (235g, £15 RRP) offers six chocolate truffle varieties, ending with three treats behind the final door. The Magnificent Vegan Advent Calendar (235g, £15 RRP) returns with refreshed artwork, featuring plant-based options including Cocoa Nib Nights, Caramel Haze, and Cocoberry Blush.
The new launches complement returning core lines, such as the Magnificent and Fantastical selection boxes, which will be available across major UK retailers including Sainsbury’s, Tesco, Asda, and Waitrose.
Food sales outperformed other festive retail categories last year, highlighted by strong pre-Christmas growth at Tesco (+3.2%) and M&S (+5.6% in the three months to 27 December 2025) (BBC News). Retailers are capitalising on this by expanding product variety and introducing limited-edition, impulse-led items.
A major driver during the holidays is the “snackification” of festive diets, particularly over the “Twixmas” period when formal meals give way to informal sharing plates and “picky bits.” Trusted household brands play a key role in these social occasions, with Biscoff® currently present in 6.6 million UK households (NIQ, w/e 13/06/26). Consumers have enjoyed over 20 million Biscoff® biscuits this year alone across its core caramelised and sandwich variants.
Jo Agnew, Marketing Director at Biscoff UK, explains how seasonal packaging elevates the shopper experience: “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.”
To capture festive growth, Biscoff® is introducing limited-edition Christmas Biscoff® Biscuits in Santa, snowman, and reindeer shapes across original and chocolate-coated variants. Packed in twin-wrapped multipack formats, these are tailored for party sharing and stocking fillers.
Agnew notes the brand’s natural fit with winter flavour profiles: “Loved for its irresistible taste and distinct crunch, Biscoff® is a firm favourite all year round, but its caramel and cinnamon flavour really shines at Christmas.”
She adds: “Capitalising on the blend of both familiarity and novelty when it comes to festive food, these new additions to the Biscoff® portfolio reimagine the original caramelised biscuits and chocolate-covered Biscoff® biscuits by offering these in fun, festive designs.”
The launch will be backed by dedicated in-store POSM, including FSDUs and gondola displays, to maximise retail visibility.
The total Christmas products category accounts for £21.8 billion, representing 44% of total annual retail sales. Within sweet biscuits, seasonal items like tins and assortments reached £182 million in value sales, up 3.5% year-on-year (Circana, Christmas 2025). Premium treats spearheaded this growth with a 12.7% surge as consumers traded up (Circana).
Fox’s Burton’s Companies (FBC) contributed £1.3 million in seasonal convenience sales in 2025 (FBC). Assortments remain central to FBC’s performance: the Fox’s Classic Assortment reached £18 million in value (+11.3% YoY) to remain the UK’s top-selling branded assortment for the fourth consecutive year (Circana). Meanwhile, Paterson’s Shortbread grew 18.1% YoY, maintaining its status as the UK’s No. 1 branded shortbread (Circana).
Jo Harwood, Chief Sales and Trade Marketing Officer at Fox’s Burton’s Companies, highlights how economic factors shape consumer choices: “In the face of macro trends like the cost of living crisis, shoppers are becoming much more considered about what they’re purchasing and how they’re spending their money. Rather than cutting back on Christmas altogether, they’re making more deliberate purchasing decisions, looking for products that offer value, versatility and make celebrating feel worthwhile.”
To help convenience retailers maximise sales within limited shelf space, FBC recommends matching inventory to seasonal phases.
Smaller packet lines like Fox’s Winter Spiced Cookies capture early festive cravings.
Assortments and decorative tins ramp up in November and December. Royal Dansk, the UK’s No. 1 Danish butter cookie brand (Circana), will feature an updated tin design for Christmas 2026 alongside a new mini tin format.
FBC launched Maryland S’wich Terry’s Chocolate Orange, combining Maryland (the UK’s No. 1 small cookie brand; Circana) with signature orange oil, generating £260K in its first two weeks (Circana).
Harwood underscores the importance of trusted brand portfolios: “Stocking trusted brands is also important as shoppers are often less willing to take risks during the festive season, and are looking for familiar favourites they know family and friends will enjoy.”
Sophie McKinnon, Category Analyst at Finsbury Food Group, said: “Christmas is a really important time for ambient cake, and we’ve seen spend increase over each of the past five festive seasons.
“One of the biggest things we see is shoppers trading up. People are generally more willing to spend that little bit extra at Christmas, especially on products that feel a bit more premium or more suited to the occasion.” Yule Logs are a good example of that. Standard Yule Logs were down 10% in value year on year and flat in volume, whereas premium Yule Logs were up 4.7% in value and 3.4% in volume (Nielsen, UK Off-Trade).
Premiumisation is definitely one of the key growth drivers at Christmas, with shoppers looking to make those festive occasions feel that little bit more special.
McKinnon adds: “We’re seeing continued interest in familiar products with a twist, whether that’s a festive flavour, a sweet and spicy combination or a new take on a classic.”
Smaller formats are also becoming more relevant, particularly for parties and sharing occasions, but they can also appeal to consumers looking for better portion control or less waste.
There’s a premium element to that too. Consumers still want smaller products to feel indulgent and special, particularly at Christmas, so there’s a real opportunity for retailers to offer products that combine convenience with a sense of occasion.
McKinnon advises: “Price is one of the biggest considerations. Consumers are buying more on promotion, so products need to feel accessible while still delivering that premium Christmas experience.
“Retailers also need to make sure they have the right balance across the range, including trusted festive favourites, premium options and more seasonal products that can encourage impulse purchases.
“Visibility and availability are just as important. Ambient cake is a highly seasonal category, and we’ve seen spend increase across each of the past five festive seasons, so retailers need to be prepared for that demand.”
Festive treat occasions accelerate across Convenience and Impulse channels as shoppers seek sharing formats and premium options to elevate seasonal gatherings. KP Snacks supports these missions across nuts, crisps, and popcorn with leading brand portfolios.
Stuart Graham, Head of Impulse and Value Channels at KP Snacks, highlights the strategic focus for store owners: “By focusing on popular sharing packs and encouraging trade-up to premium ranges, retailers can take full advantage of the seasonal uplift.”
As a staple festive choice, KP Nuts leads as the UK’s No. 1 nut brand, valued at £101.3m with a 19.7% market share (Nielsen IQ, MAT 13.06.2026). Expanding the category, McCoy’s has entered the segment with McCoy’s Coated Peanuts in Flame Grilled Steak, Salt & Malt Vinegar, and Thai Sweet Chicken (£1.35 PMP).
Shoppers consistently trade up to higher-quality options during Christmas. Tyrrells, worth £75.8m and growing at 4.9% (Nielsen IQ, MAT 13.06.2026), offers 150g hand-cooked sharing bags designed to pair with festive beverages.
Butterkist remains the UK’s leading popcorn brand with a 30% market share (Nielsen IQ, MAT 13.06.2026). It serves casual family occasions and festive movie nights with classic Sweet & Salty and Toffee variants. Graham emphasises the role of established brands in driving seasonal sales: “With a diverse portfolio that includes KP Nuts, Tyrrells and Butterkist, KP Snacks helps retailers meet increased demand across multiple missions. Familiar brands and different formats make it easier to deliver what shoppers want throughout the season.”
He adds: “Retailers should ensure visibility and availability of Butterkist during the holidays to make the most of at-home sharing moments.”
Christmas remains a highly profitable period for UK grocery retailers, driven by “selective premiumisation” and at-home entertaining. Instead of increasing overall spend, value-conscious shoppers are investing in key festive items, such as premium sharing formats, distinctive flavours, and food gifts, to recreate restaurant-quality dining experiences at home.
Tash Jones, Commercial Director at Fairfields Farm, highlights how this consumer mindset shapes buying habits: “Rather than increasing spend across the board, many shoppers are adopting a ‘selective premiumisation’ approach, choosing to invest a little more in key festive purchases while remaining value-conscious elsewhere.”
Premium 150g sharing bags of handcooked crisps are increasingly chosen for grazing tables, festive parties, and “crisp charcuterie boards” paired with cheeses, meats, and dips.
Social media platforms like TikTok and Instagram are accelerating interest in limited-edition and Christmas dinner-inspired flavours. In response to consumer demand, Fairfields Farm is reintroducing its Honey Roasted Chestnut & Sage 150g sharing bag for Christmas 2026 following its 2025 debut.
Younger consumers continue to prioritise locally sourced ingredients, recyclable packaging, and supply chain transparency. Fairfields Farm emphasises its field-to-bag story, growing potatoes on its family farm in Essex and handcooking them in an on-site, vegan and gluten-free facility.
Jones emphasises the importance of timing and range strategy for retailers preparing their fixtures: “Late August to early September is an ideal time to finalise Christmas ranges and merchandising plans. While some retailers may introduce Christmas products from October, the weeks following Halloween are when festive merchandising really starts to come into its own.”
She adds: “For retailers, getting the balance right is key – creating excitement around Christmas without bringing the season onto the shop floor too early.”
The festive period represents a critical trading window for retailers, driven by increased basket sizes, home entertaining, and a consumer desire for quality and convenience. According to Adam Lyons, Founder of VFC Foods and Brand Custodian of Meatless Farm, the growth of the plant-based category hinges on integrating products into key festive eating occasions rather than treating them as isolated dietary choices.
Retailers are advised to focus on versatile categories—such as centrepieces, pigs in blankets, stuffing, sausages, and mince—that serve multiple holiday meals from Christmas morning to Boxing Day leftovers. Lyons notes that approximately 71% of UK adults are actively reducing meat consumption or buying plant-based items. He emphasises: “The addressable audience is far broader than dedicated vegetarians or vegans, so merchandising should focus on meal inspiration rather than dietary segregation.”
Consumers prioritise accessible pricing alongside trusted, familiar formats. Successful products seamlessly replicate traditional comfort dishes rather than relying on novelty formats.
Rather than expanding SKU counts, sustainable category growth is being driven by versatile, core products that secure repeat purchases across various seasonal meal setups. Pointing to Meatless Farm’s performance, Lyons highlights: “Our Pork & Apple Sausages continue to be one of our strongest-performing products and one of the fastest-growing branded products within the plant-based sausage category.”
Together with their Beef Style Mince, these items cater to diverse seasonal applications like festive stuffing, party sausage rolls, and winter comfort meals.
To capitalise on the festive season, retailers must inspire shoppers across all eating occasions. Lyons concludes: “We believe the next phase of category growth will come from making plant-based easier to choose, easier to cook and easier to enjoy.” Providing clear recipe inspiration and co-locating complementary ingredients helps shoppers incorporate plant-based alternatives effortlessly into their holiday gatherings.
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