Christmas is one of the most profitable times of year for retail, an excuse for shoppers to indulge, opting for more premium products versus their everyday purchases.
This presents a huge opportunity for retailers to drive sales, with the 4 weeks of December 2024 delivering £13.7bn in FMCG sales and shoppers increasing their household spend by +10% on average (Kantar Worldpanel).
Not only does Christmas deliver more sales, but it is also a highly incremental time of year, delivering increased volume and frequency.
Around 35% of promotional volume at Christmas is incremental to the average store, compared to just 25% during the rest of the year (Kantar Worldpanel).
A Red Bull spokesperson comments: “This impact is felt across categories, and functional energy is one of them, with shoppers making an additional +3.2 million trips vs the average month in the year (Kantar Worldpanel).
“Soft drinks are integral during the festive period and within this Energy is a key category to deliver value, accounting for 17.9% of all Soft Drink sales over the festive period and gaining share each year, +1.6pts vs 2YA (NIQ).”
As occasions get bigger, shoppers are also looking to trade up. With consumers spending more time at home and catering to guests they are influenced to try larger, more premium pack formats. As a result, multipacks see a notable lift in rate of sale over those 4 weeks (an increase of +16% vs the average week in the year, NIQ).
Last year penetration of Functional Energy multipacks grew by +7% vs the average month in December as shoppers traded up into higher volume packs (Kantar Worldpanel), making multipacks an essential way to capture shoppers looking for more volume over Christmas.
Red Bull is the #1 brand across the year and in the winter months, catering to key winter occasions such as, socialising and working, providing shoppers with the energy they need to get their work done so that they can enjoy the festive fun.
To cater for these key missions, it is important to have availability of the 250ml four pack for entertaining and socialising, as well as chilled availability of single cans – in particular larger formats such as 355ml and 473ml – when shoppers are looking for that boost of energy to get them through the season.
Red Bull is also helping retailers to communicate value to their shoppers with two new large can price-marked multipacks – Red Bull Energy Drink 4 x 355ml (£6.75) and 4 x 473ml (£8.75).
As shoppers continue to experiment with flavoured Energy, Christmas is also an important time to drive trial, with shoppers more open to trying something new or seasonal as they prepare for the festive season. Last year Red Bull Editions were key to driving the category at Christmas, accounting for 49% of all Flavoured Functional Energy growth in the 4 weeks of December (NIQ) and with 31% of Functional Energy shoppers buying a Red Bull Edition flavoured Energy Drink over this timeframe, the demand is clear (Kantar Worldpanel).
Red Bull celebrated the season in 2024 and drove engagement of flavours over Christmas with the successful launch of its second Winter Edition, Iced Vanilla Berry. With 63% of purchases planned, the launch was effective at bringing shoppers into store at a key time to drive sales (Kantar Worldpanel) demonstrating the additional sales opportunity presented by limited edition and seasonal product around at Christmas.
This October Red Bull will be introducing a new festive flavoured Winter Edition – Fuji Apple and Ginger, to excite shoppers and encourage trial.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Christmas and New Year’s is one of the biggest trading periods for the beer and cider category, worth a huge £748m (NIQ). This can be broken down with grocery sales being worth £588m during the Christmas period, and impulse sales worth £159m (NIQ), giving retailers and wholesalers a good idea of how much attention should be given to the beer and cider category in the lead up to the festivities.”
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 ensure they are a ‘one-stop’ shop for their customers, and people can rely on them to stock popular brands – whether that be as part of planned visits, or for last minute purchases close to the big day.
At the top of the list in this channel is the Foster’s 18-pack, which is still by far the biggest SKU across the HEINEKEN UK portfolio at Christmas, followed by the Birra Moretti 12-pack and 10-pack (NIQ). Birra Moretti’s growth during the festive period makes it a priority stock for retailers, with 10x330ml packs seeing growth of 104% year on year in December (NIQ). From a Cider perspective, Inch’s has proven very popular, with sales of 4-packs growing 53.8% during the lead up to the festivities in 2024 (NIQ), whilst 10 packs grew 26.8% (NIQ).
While all segments are valuable in the lead up to Christmas and New Year, premium and world lager contributes to 62% of sales, as people look for reasons to indulge in something extra special, and that’s where brands like Birra Moretti will shine (NIQ). These brands can also make great ‘gifting options’, especially if consumers are looking to purchase something for their host, with the packaging and positioning lending itself to more premium occasions.
“When it comes to bestselling formats, we have identified that mid and large packs are most popular by far. Here, we often see consumers opting to visit grocery stores for big “stock up” occasions, so smaller retailers can tap into this channel swing by ensuring they have stocked up on mid and large pack sizes, where shelf space allows. Retailers will also remain popular for those grab-and-go moments, where shoppers need to top up on grocery items,” adds Wilson.
“However, it’s important not to forget that mainstream brands, like Foster’s, and Strongbow, and mainstream premium brands such as Cruzcampo® and Heineken® are still incredibly important in impulse during this period. This is because while some people may be willing to trade up if given the opportunity, a lot of customers, especially in times of economic hardships, may well be looking to budget accordingly, and will turn to core brands for value.”
Georgia Ladbrook, Shopper Marketing Manager – Impulse, BrewDog PLC, comments: “Along with Summer, Christmas is a key selling period for beer, with December seeing the highest month for beer sales in the UK off trade (Circana).”
With socialising and entertaining more frequent in the lead up to Christmas, shoppers are more prepared to treat themselves and trade-up into more premium categories and products. As a result, last year saw craft beer grow exceptionally well over Christmas (+15.8% vs beer at +3%, Circana). In fact, it was the second fastest growing subcategory with No and Low just ahead (+16.8% vs YA) as consumers continue to moderate and look for alcohol alternatives (Circana).
Also the Stout category has well and truly been re-energised and continues to do well over Christmas (+13.1% in impulse, Circana). This is in part thanks to the launch of BrewDog Black Heart, which made its mark on the category in 2023 and continues to be a credible alternative to the category leader, introducing a younger and more affluent shopper.
Finally, format is essential, and the four-pack is the most popular multipack size for craft beer in impulse. Christmas 2024 saw the largest growth for craft beer in its hero format (+33.9% vs YA, Circana), highlighting the importance of stocking bestsellers in this integral pack size.
Although Christmas is generally about indulgence, more consumers are focusing on moderation or even abstention, with 43% reducing the alcohol content of the drinks they consume (Vypr), even over the Christmas period. This has led to a generational shift, with almost 40% of 18-25s not drinking alcohol at all vs 22% in 2019 (Bespoke Consumer Research). Moderation is now mainstream with 3 in 4 of us moderating our alcohol intake to some degree and the number of people looking to moderate alcohol consumption is similar in size to the number who consume alcohol once a week (77%, Vypr).
“As a result, low and no alcohol was the fastest growing subcategory over Christmas 2024 (Circana). With the continued demand, we expect the low and no category to grow further and play a stronger role in shopper’s repertoire. In fact, as more sober-curious shoppers expand their search for alternatives into additional channels, ensuring you have a quality range of low & no products to meet the over the festive season, alongside alcoholic options is vital,” adds Ladbrook.
Last year, BrewDog identified a gap for a great-tasting mid-alcohol lager, which not only met the demand for more sessionable-strength beer but also delivered value to shoppers. With its 3.4% ABV making it a more affordable option, BrewDog Cold Beer is a Crisp, Cold, Lager, which uses historic brewing techniques from the Kolsch style, fermenting the beer with an ale yeast but at the lower lager temperature, hence the term ‘Cold Beer’. This adds additional flavour from the ale yeast to the beer, delivering a higher quality tasting product whilst being able to deliver a more session-able strength brew. Its clean and light taste makes Cold Beer an ideal choice that can be enjoyed during festive social occasions.
Chris Mitchell, Marketing Manager at Vocation Brewery, comments: “Total beer sales for the period of December 2024 were 32% higher than the monthly average throughout the rest of the year (Nielsen). Growth drivers for beer at Christmas include an element of premiumisation (which drives category value), the ongoing appeal of stout, the draw of seasonal flavours, the seasonal appeal of multipacks (leading to increased basket spend) and gifting.”
Despite wider cost-of-living pressures, a defined cohort is still trading up for Christmas within grocery – premium own-label ranges, for example, grew by more than 14% last festive season (Kantar).
In beer, IWSR reports ongoing demand for quality premium beers, and Mintel finds that 27% of beer drinkers are prepared to upgrade to a premium craft beer for celebratory occasions at home. So, while consumers are increasingly prioritising affordability, there is ongoing demand for quality premium beers and the general trend of drinking less, but better. Within this, craft and world beers remain particularly significant, with flavour continuing to be a primary driver of choice.
Stout’s performance within beer stood out last Christmas, with sales rising by 13%. Younger drinkers are increasingly drawn to bold, complex beers – reflecting the wider shift towards more flavourful and authentic drinking experiences. The craft beer movement had a role in helping to modernise the category by introducing stout to a new audience through innovation, quality, and a more premium image.
Vocation Brewery’s innovations in grocery include Naughty & Nice Chocolate Stout (5.9%), Naughty & Nice Double Coconut Macaroon Chocolate Stout (6.0%) and Naughty & Nice White Chocolate & Raspberry White Stout (6.6%) – all of which push traditional boundaries. The 440ml single can format plays a key role here, encouraging discovery and trial.
Jo Taylor, Marketing Lead at Mash Gang, comments: “In the UK, the Christmas season remains a mammoth period for retail as even in a time of financial difficulty, consumers are more likely to open their wallets not just for gifts, but for food, decorations, and experiences.
Data has revealed that the grocery category experiences the strongest sales over the Festive period with reports from major retailers showcasing an overall YoY growth of 5.1% (Savills), representing the sheer magnitude of the Christmas products category.
The festive season is always a busy period for retailers and shoppers alike, with customers scrambling to make last minute shopping trips to ensure they’re stocked for the entirety of the Christmas period. This is mainly to last through Twixmas, the time between Christmas and New Year, when no one knows what day it is and the only priority is eating leftovers and enjoying the festivities with family, friends and an abundance of drinks.
“What’s interesting, is that many consumers have shifted towards healthier mindsets all year round, including the festive period specifically, and are opting to reduce their alcohol intake,” adds Taylor. “A specific trend is ‘zebra-striping’, where consumers consciously switch from full alcohol to alcohol-free options throughout the night, to ensure they last the evening and wake up with a fresh head.
Brands like Mash Gang have levelled up the category, with alcohol-free beers that taste and refresh like full-strength equivalents, whilst also looking the part – as a beer that is fun to drink, and be seen drinking. This means more and more consumers are opting for alcohol-free options, where previously they wouldn’t have considered them. The other advantage with brands like Mash Gang is they are truly disrupting the alcohol-free fixture, with a look and feel that oozes fun and positivity, amid a sea of competitors which generally offer a more worthy option.”
Sara Moore, Account Manager for Faustino at Amber Beverage comments: “In the run-up to Christmas, red wine becomes a cornerstone of seasonal grocery missions — from weekly top-ups for hosting to last-minute gifting. As customers seek quality-led products to elevate their celebrations, fuller-bodied, food-friendly wines see strong uplift in the lead up to festive period, as shoppers prepare for entertaining and gifting. “Faustino, ranked #15 in the 2025 World’s Most Admired Wine Brands, offers a portfolio of food-friendly Rioja wines that meet this demand. With a broad range spanning from under £10 to £18.50 RRP, the brand enables accessible premiumisation across multiple shopper occasions.”
Faustino’s flagship Gran Reserva (RRP £18.50) is the world’s best-selling Gran Reserva Rioja and a key line for Christmas gifting and entertaining. Aged for over five years and awarded Gold at the IWSC 2024, it pairs perfectly with roast beef, duck, and mature cheese boards – making it a standout choice for the festive table.
For everyday hosting, Faustino VII Tempranillo offers a fruit-forward, smooth red that’s perfect for midweek meals and more casual celebrations — all for under £10 RRP. It’s an approachable option that still delivers on quality, helping shoppers trade up in the lead-up to Christmas.
Christmas is peak season for larger formats as shoppers stock up for parties and gatherings. Faustino’s 1.5L Tempranillo Bag-in-Box, now available for £15.50 RRP, is ideal for festive group settings. Shareable, convenient and smooth, it’s well-suited to casual parties, Boxing Day buffets, and New Year’s Eve get-togethers.
This innovation comes as Spanish Bag-in-Box (BIB) wine sales have surged 22% in volume over the past year, now making up 15% of all off-trade BIB sales (Nielsen). The 1.5L size is proving especially popular with shoppers (Nielsen) seeking convenience, value, and a more sustainable way to enjoy quality wine at home.
Tom Smith, Marketing Director – Europe, at Vinarchy, comments: “Choice is vital; consumers are keen for more wine options – either in variant, price, or brand. Price is challenging loyalty – familiar brand names are hallmarks of quality and value that also allow shoppers to have confidence when it comes to trying NPD, so it’s important to remember branding is still key and retailers should ensure they stock perennial ‘core’ favourites.”
By providing a varied portfolio, retailers can ensure the needs of different consumers are met. For example, new drinkers who have recently entered the category tend to be younger and less affluent, so it’s important to continue to appeal to this demographic – through things like fruity flavours and sparkling options, which are especially popular at celebratory and social occasions such as Christmas get-togethers.
Red wine remains a staple addition alongside festive feasts. Merlot, Shiraz and Cabernet Sauvignon should be part of retailers’ red wine range, as these are well-known varieties which are continuing to grow in popularity. Red blend varietals are seeing impressive growth, with wines such as Barossa Ink really resonating with consumers due to its contemporary aesthetics and opulent style. For white wine, Sauvignon Blanc, Pinot Grigio and Chardonnay came out top for value sales, with Sauvignon Blanc and white blends driving growth last Christmas.
For Prosecco lovers, Dolly Prosecco is a deliciously fresh and zingy sparkling wine. The flavour profile includes stone-fruit aromas such as peach and apricot, with flavours of apple and pears.
Global wine manufacturer, Vinarchy, is expanding its mini boxed wine portfolio, rolling out two new additions: Jam Shed Sauvignon Blanc and Echo Falls Summer Berries Fruit Fusion. The move reflects Vinarchy’s continued focus on offering accessible, great-tasting wines in convenient, lower-waste formats that align with changing shopper needs.
Aiste Valiukaite, Trade Marketing Manager at Disaronno International UK, comments: “Key growth drivers in the Christmas products category include the rise of premiumisation, as consumers increasingly trade up for higher-quality drinks and boozy gifts to make festive occasions feel more special. Additionally, online shopping and promotional events like Black Friday are expanding reach and convenience, encouraging earlier and more frequent festive purchases. Over 26% of value and over 27% of volume of Spirits goes through in the last 8 weeks of the year (NIQ), demonstrating how crucial this timeframe is for grocers.
Consumers like to enjoy celebrating the festive period by recreating out of home experiences at home, such as by entertaining with cocktails. Disaronno can help here, with its premium portfolio of spirits and liqueurs. Cream liqueurs are incredibly popular during Christmas – we’d suggest retailers stock Disaronno Velvet to tap into this.
With celebrations in mind, sparkling drinks like Spritzes, Mimosas and Buck’s Fizz peak during the festive period, meaning we see an uplift in sparkling wine and champagne – which mix very well in the simple-to-make Disaronno Spritz.
Gifting plays a huge part in the popularity of whiskey at this time of year. American, Irish and Malt expressions drive this surge, generating £289M in value sales (NIQ) during the final twelve weeks of last year alone. “Starting displays in late October to early November not only captures early planners and bulk buyers but also builds momentum ahead of key sales events like Black Friday and Cyber Monday, influencing both in-store and online purchases during the critical lead-up to December,” adds Valiukaite.
Ella Christie-McCord, Brand Manager at Edinburgh Gin, comments: “Christmas marks the return of seasonal flavours, and flavoured gins and gin liqueurs remain firmly embedded in drinkers’ repertoires. Consumers still spend over £700 million a year on flavoured gins and liqueurs (Nielsen/CGA), and Edinburgh Gin’s limited edition Christmas Gin is perfectly placed to tap into the nation’s appetite for festive flavours.
Distilled at Edinburgh Gin’s new distillery in the heart of Edinburgh’s Old Town, the Christmas Gin is infused with nutmeg, cinnamon, and clove for a warm, spiced base, balanced by bright clementine and mandarin peel. Deglet Nour dates add a hint of sticky dried fruit, all framed by subtle juniper.
Flavoured and festive gins continue to be a firm favourite with consumers, driving category growth. In 2024, London Dry Gin, including Edinburgh Gin’s three leading SKUs and Christmas Gin, surpassed £2m in value sales (Nielsen), outperforming the total London Dry category and highlighting the strength of seasonal and premium offerings in the market.
The festive season presents a golden opportunity for at-home occasions. Whether it’s an intimate gathering or a full-scale party, shoppers are looking for simple yet impressive ways to elevate their hosting.
Edinburgh Gin’s seasonal cocktail range brings bar-quality serves to the living room. The Christmas G&T and Spiced Orange Martini pair the brand’s premium gin credentials with warming festive spices, making them ideal for gifting, entertaining, or cosy nights in.
Edinburgh Gin’s Mulled Gin Liqueur delivers the taste of cosy Christmas celebrations. Inspired by the traditional spices of mulled wine, including cinnamon, clove, orange, nutmeg, and ginger, this rich, warming liqueur offers a true taste of the festive season. It’s perfect served on its own, over ice, or as a simple shortcut to mulled wine — just add to red wine and gently warm for a fragrant, aromatic Christmas drink.
At 20% ABV, Edinburgh Gin’s Mulled Gin Liqueur delivers all the rich, spiced warmth of the season in a lower serve strength, making it an ideal choice for those looking for a lighter option. Edinburgh Gin’s Mulled Mimosa, using the Mulled Gin Liqueur, caters to all with the flexibility to swap sparkling wine for soda water for an even lighter, festive serve.
Edinburgh Gin’s new gin liqueur, launching in September, will further evolve the Christmas offering, providing seasonal spritz options and even more lower-alcohol choices for consumers, ensuring retailers can meet festive demand across all tastes.
Susan Nash, Trade Communications Manager at Mondel?z International, comments: “Mondel?z International – the No. 1 (Nielsen) confectionery supplier – has unwrapped its new festive range, set to help retailers drive seasonal sales this year. New treats and returning favourites will be in store for the 2025 Christmas season.”
The run-up to Christmas begins in September with a ‘fast start’, where Christmas sales begin to kick off. Mondel?z International advises retailers to prepare for the increase in Big Night In occasions as the weather gets cooler and shoppers look to spend more nights at home by stocking up on sharing formats, tablets and self-eat treats. These products appearing on shelves act as the first indicator of Christmas to shoppers, beginning to drive seasonal excitement.
This includes Cadbury Roses and Cadbury Heroes, which both feature stunning new designs. All these products also cater to those shoppers stocking up for Halloween.
As shoppers start to get into the festive spirit self-eat products such as Cadbury Puds are key. The Cadbury Puds range expanded last year with Cadbury Mini Puds, bringing this festive favourite into a bitesize bag format for the first time. The bags feature Puds’ iconic festive design and appeal to shoppers looking for a stocking filler gift or even as a treat to enjoy themselves.
Following on from the success of the Toblerone Milk Diamond Truffles, Mondel?z International is introducing two new indulgent SKUs to the Toblerone Truffles range this festive season: Toblerone Assorted and Toblerone Golden Caramel Diamond Truffles. The Assorted Truffles SKU adds three new truffle flavours to the range, Dark, Golden Caramel and White Truffle, which join the existing Milk Truffle. These unique diamond-shaped truffles are perfect for shoppers looking for a special gift for a loved one this Christmas, or for enjoying as a self-treat while escaping from the cold weather.
OREO, the world’s favourite biscuit brand, is returning for more Christmas fun with the second year of limited-edition OREO Gingerbread. The gingerbread-flavoured cookie was one of 2024’s biggest branded seasonal launches. OREO is also launching a brand-new OREO Assortments pouch, featuring three different types of OREO, perfect to share with friends and family on those cold nights in. The brand is also bringing back OREO White Enrobed, Mondel?z International’s No. 1 festive biscuit in 2024, Cadbury Snowy Fingers, the winter twist on the classic Cadbury Fingers with a milk and white chocolate coating, is also returning to shelves for 2025, alongside Cadbury Festive Animals, to tap into more festive joy.
This year, Mondel?z International is bringing something unique to shoppers’ advent countdown with the launch of the Cadbury Dairy Milk Biscoff Advent Calendar, featuring 24 Cadbury Dairy Milk chocolates.
Twelve of these are Cadbury Dairy Milk chunks while the other 12 are Cadbury Dairy Milk chunks with crunchy Lotus Biscoff pieces and Biscoff spread. It’s a great option for those looking to trade-up this year and make the countdown ritual even more special. We recommend retailers also stock the Cadbury Dairy Milk 90g Advent Calendar, the No. 1 category SKU that consumers know and love which marks an accessible entry point to the category.
Mondel?z International is bringing back a family favourite, with the return of the beloved Cadbury Dairy Milk Coins, which were a huge success. In 2024, Cadbury Milk Coins was the No. 1 gifting novelty SKU across the whole market, having sold over 4.5 million packs since its relaunch in 2023. 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.
Ethan Duffey, Brand Manager for Baileys Chocolate, comments: “The UK Christmas food and drink market reached a record-breaking £14.6 billion in the four weeks leading up to December 28, 2024 (Sharecast). The Christmas confectionery market, including chocolate, is a significant contributor to overall holiday sales, often reaching over £2 billion in the UK alone. This reflects a shift in how consumers approach festive shopping and despite economic pressures, consumers are still prioritising the holiday season, but with a more considered approach. It also highlights a move away from last-minute panic buying towards a more controlled experience, where trusted brands like Baileys Chocolate play a key role in making seasonal moments feel special.”
Key growth drivers include a surge in premium own-label sales, increased demand for convenient and ready-to-enjoy treats. As shoppers continue to seek out elevated, indulgent experiences even amid tighter budgets, Baileys Chocolate is perfectly positioned to deliver on both quality and value as the brand is known for its premium feel and trusted heritage.
In particular, limited-edition releases and seasonal NPD are proving essential in driving excitement and sales spikes. Consumers are increasingly seeking nostalgic festive treats, with 51% of Gen Z drawn to retro-inspired marketing, making Baileys Chocolate’s indulgent, seasonal offerings perfectly placed to drive both gifting and impulse purchases during the busiest trading period of the year.
Premium chocolate continues to represent a strong growth opportunity, with a fair share gap of £42 million in premium single bars and bags (Nielsen). This points to an under-served consumer demand, especially in the impulse category.
Retailers can unlock value by offering a differentiated seasonal range that speaks directly to gifting, treating and last-minute stocking fillers. Baileys Chocolate delivers on all fronts, with its recognisable branding, indulgent taste profile and trusted household name, it’s a compelling option for shoppers seeking something special.
Impulse formats, such as the Baileys Chocolate Caramel Whirl, are ideally suited for this, especially when placed near tills or on festive displays. Meanwhile, the sharing packs and larger sized packages are more attractive to early-season shoppers and those buying for larger gatherings or special occasions. Baileys Chocolate offer its truffles in a 320g tube for this reason. Additionally, the tube packaging can be seen as more of a luxury, giftable pack format for this time of year.
Laura O’Neill, Senior Brand Manager, Christmas at Mars Wrigley, comments: “Christmas 2024 affirmed the season’s importance within the confectionery market, with chocolate continuing to play a central role in festive rituals, from advent calendars to last-minute gifting and shared moments. Despite the ongoing inflationary environment, shoppers remained engaged, with both value and unit sales increasing (+8.5% and +4.5% respectively, NIQ) across the total category, highlighting that demand for seasonal confectionery remains resilient.”
Social media trends show that consumers are increasingly looking for festive products that deliver not just great taste, but great value, and in playful formats. In confectionery, nostalgic and seasonal flavours like gingerbread are growing in popularity, driven by their comforting and familiar associations with the holidays.
Mars Wrigley is tapping into this trend for Christmas 2025 by expanding its popular MALTESERS® Reindeer range with the launch of a Gingerbread variant. This NPD is also going into the MALTESERS® Mini Reindeers Gingerbread pack (59g) and the MALTESERS® Christmas Mix (240g), allowing consumers to enjoy or share a new festive twist in a favourite format.
Additionally, and building on the momentum from last year’s launch of M&M’s® Crispy Milk Chocolate Santa Treat – which helped contribute to a 55% uplift in the total singles category (NIQ) – Mars Wrigley is introducing a new M&M’s® sharing pack containing five individually wrapped Santas. This new multi-pack is designed to fit into Christmas rituals, offering a convenient way to share and enjoy festive treats together.
The Christmas products category continues to grow every year, and the seasonal sales opportunity for retailers becomes more lucrative, driven by leading suppliers like pladis with household names like McVitie’s and Jacob’s, with festive products that have long been seen as must-have Christmas classics, and reappear every year with new innovations and refreshed favourites.”
Take-home sales have been hitting the roof at Christmas time in recent years as spend-conscious shoppers choose to celebrate in the comfort of their own home, versus going big on eating out, and savoury biscuits and sweet biscuits form a key part of these at-home celebrations.
“Retailers should stock up on savoury biscuits in larger format packs that are readymade for sharing, whether people are looking to enjoy a savoury snack during a movie night or round off their Christmas lunch with crackers and a cheeseboard,” says Annalisa Fanali, Marketing Manager, pladis UK&I.
“In sweet biscuits, seasonal biscuits have been seeing double-digit growth in recent years,” adds Emma Johnson, Brand Manager Sweet Seasonal, pladis UK&I. “Their stellar performance at this time of year is largely driven by demand for assortments, particularly at the premium end of the scale, as shoppers look to elevate in-home occasions with special snacks that are readymade for sharing, like our much-loved McVitie’s selections. The key categories in sweet biscuits over the festive season are seasonal variations on everyday favourites, premium festive assortments, everyday biscuit assortments, and festive novelties for gifting and sharing and grab and go festive treats.”
Retailers should start building their Christmas displays from early September, when stocks are available to the trade, or as soon as they think reasonable. Christmas products are sure signs to consumers when they appear in store that Christmas and the party season is around the corner, and motivates them to start spending and buying ahead.
Soreen, the UK’s No.1 healthy cake brand (Kantar) is set to boost retailers’ festive cake sales with the launch of a limited-edition Salted Caramel Mini Loaves variant.
Designed to offer indulgence without compromising on the health credentials shoppers seek, Soreen’s Salted Caramel Mini Loaves provide a HFSS-compliant product in a category which is typically associated with rich, decadent products – especially during the Christmas season. Each individually wrapped Mini Loaf is under 100 calories and a source of fibre, aligning with the renewed consumer focus on health, which is now at its highest level since before Covid (Kantar).
Christmas also represents a unique sales opportunity for retailers as many shoppers are keen to try new products and flavours they wouldn’t typically buy throughout the rest of the year. Limited-edition cakes, in particular, are gaining traction as an effective way for retailers to generate excitement and draw in new shoppers. With penetration in the cakes category typically increasing from 55% to 77% at Christmas (Kantar), and 45% of total spend coming from new shoppers in the category (Kantar), this limited-edition festive launch is well positioned to appeal to shoppers looking for new flavours while boosting incremental sales in the category.
“We’re excited to bring our special edition Salted Caramel Mini Loaves to retailers and shoppers this festive season,” says Liz Jacobs, Marketing Director at Soreen. “Salted caramel remains a hugely popular flavour, and our new Mini Loaves deliver that indulgent taste in a healthier, permissible format. This launch is an exciting addition to retailers’ seasonal offerings and embodies Soreen’s commitment to championing feel-good nutrition.”
Tash Jones, Commercial Director at Fairfield’s Farm, comments: “Christmas is a huge moment for grocery retailers; it’s when shoppers really lean into treating themselves and others. During the festive season, people are far more likely to pick up premium and indulgent items, whether it’s for a big family meal, a party, or just a cosy night in. Gifting formats fly off the shelves, and sharing products are a big hit too. For example, our Fairfields Farm 150g sharing bags of handcooked crisps are perfect for get-togethers with friends and family. With more people entertaining at home, products that bring people together are a big part of what drives Christmas sales.”
Fairfields Farm is launching brand-new handcooked Christmas crisps for 2025: Honey Roasted Chestnut & Sage flavour. It’s taking the reins from the Maple Glazed Ham flavour, which had a three-year run. This festive new flavour is a blend of sweet honey and rich roasted chestnut. It’s a limited edition, vegan and gluten free and will be hitting shelves from September 2025 in 150g bags, perfect for sharing.
Ahead of the festive season Ambrosia has unveiled a new limited-edition flavour – Gingerbread Custard. With Ambrosia’s signature creamy texture and warm gingerbread-spiced notes, the new custard offers a comforting flavour that’s set to elevate winter dessert moments. As an established seasonal flavour (Mintel), that is synonymous with the festive period, the new custard is perfectly paired with mince pies and Christmas puddings and aims to help retailers increase basket spend as shoppers look for those extra special touches to add to their desserts.
There is currently a lack of innovation within the ambient desserts category compared to other sweet treat categories over Christmas. However, Christmas is a key season for the ambient desserts category for retailers to tap into to drive sales (IRI). The launch comes just in time, with the latest innovation from Ambrosia aiming to inject excitement into the category by bringing a seasonal twist to a much-loved product – helping families turn simple desserts into memorable occasions.
Scott Dixon, MD at The Flava People, comments: “Christmas 2024 was a robust season across grocery, with the UK Christmas products category now worth an estimated £2.8–£3 billion annually. Growth was driven by early festive shopping – many consumers began in October and November, as well as a clear appetite for premiumisation and brands and products that made entertaining feel effortless and that could elevate at-home celebrations too. Products offering gifting potential, versatility and strong brand recognition stood out across both ambient and chilled aisles.
“Premium desserts and bakery items are essential – for example, cheesecakes, artisan puddings and festive bakes always lead the charge. On the drinks side, festive cocktails, indulgent mixers, and low/no alcohol options continue to gain ground. Shoppers want versatile products that feel luxurious and require little preparation, especially for gifting, entertaining and last-minute hosting.”
Baileys Caramel Sauce has fast become a consumer favourite. It’s ambient, alcohol-free, and incredibly versatile. From coffee toppings to dessert drizzles, it offers easy indulgence for shoppers looking to bring a little magic into their festive menus.
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