A review of 2023 Christmas food and drink activity and recommendations on consumer expectations for the 2024 festive season.
Kate Vlietstra, Senior Director, Mintel Food & Drink
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- Mintel’s perspective
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CHRISTMAS 2023: KEY DRIVERS IMPACTING ON FOOD AND DRINK SALES
- Global economic and political issues impacted Christmas 2023
- The cost-of-living crisis continued in 2023
- Consumers felt the impact on household finances
- Graph 1: household and lifestyle issues faced in the last two months, by market, 2024
- Plans to spend less resulted in a reduction in some premium product sales
- Graph 2: Christmas 2023 spending expectations, by area, 2023
- UK supermarkets enjoyed strong sales over Christmas 2023
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2023 GLOBAL CHRISTMAS FOOD AND DRINK REVIEW: SEASONAL LAUNCH ACTIVITY
- For Christmas 2023, the busiest seasonal innovators globally were the UK, the US and Germany
- Graph 3: top 10 markets for Christmas/winter seasonal NPD, 2022-24*
- Sweet goods are the primary sub-categories for Christmas innovation
- Graph 4: top 10 categories for Christmas/winter seasonal NPD, 2022-24*
- The UK had the highest level of retailer private label activity
- Graph 5: top 10 markets for Christmas/winter seasonal NPD, private label vs branded split, by market, 2023-24*
- Seasonal lines in sub-categories such as beverages are predominantly from branded suppliers
- Graph 6: top categories for Christmas/winter seasonal NPD, split by brand/private label, by category, 2023-24*
- Four out of five Christmas/winter seasonal launches are either new pack designs or range extensions
- Graph 7: Christmas/winter seasonal launches, by launch type, 2023-24*
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GLOBAL PRODUCT EXAMPLES FROM CHRISTMAS 2023
- Experience the magic
- Launches of premium products are on the rise
- Graph 8: Christmas/winter seasonal launches featuring a premium claim, by year, 2020-24*
- Paying a premium
- Fusion dishes add a touch of premiumisation
- Feast for the eyes
- Private label opts for experience-led products
- Keep it a mystery
- Alcohol flavours add decadence
- Eggnog is soaring
- Eggnog has been identified by Mintel’s Flavourscape AI as a novel flavour with high growth momentum in North America
- Interpreting the map
- Festive flavours span many food categories
- Simple comforts
- Celebrate through packaging and shaped products
- Wreaths and garlands feature in abundance
- Festive packaging collaborations with designers
- Gift sets hold appeal
- Nostalgia drives interest in branded gift selections
- Advent calendars veer towards chocolate but other categories are getting a look-in
- Time to get comfy
- Celebrate cultural heritage
- Help consumers follow food preparation traditions
- Give consumers a helping hand
- Make the most of ‘Twixmas’
- Mindful Christmas
- Consumers are interested in a mindful Christmas
- Healthy products get in the festive spirit
- Beautifying foods appeal at Christmas
- The low-alcohol trend maintains popularity over Christmas
- Plant-based offers health and sustainable benefits
- Sustainability claims on the rise
- Graph 9: Christmas/winter seasonal launches featuring an ethical/environmental claim, by claim, 2020-24*
- Sustainable packaging holds appeal
- Organic German supermarket releases first Christmas ad
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PLAN FOR THE FUTURE – LOOKING AHEAD TO THE DRIVERS OF CHRISTMAS 2024 FOOD AND DRINK PRODUCTS
- The global economy is recovering but interest rates will impact growth in 2024
- 2024: a year of politics, sports and artificial intelligence
- Mintel recommends the four key drivers to focus on for Christmas 2024
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