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"Offering accessible prices on seasonal products is crucial short-term. International twists on traditional products and single-serve formats hold strong potential."
Alice Baker, Food and Drink Analyst
Seasonal variants targeting non-Christian celebrations are an under-utilised opportunity for brands to drive sales, as 37% of adults (61% of under-45s) have bought food/drink for these occasions, but products explicitly linked to these celebrations are uncommon in mainstream retail.
Continued pressure on household incomes and weak consumer confidence in 2026 will support at-home celebrations. However, savvy shopping mentality will favour own-label, making it crucial for brands to justify their prices. Opportunities remain for premium products despite the income squeeze, but own-label poses strong competition here too.
Tapping into nostalgia, including through revivals of past seasonal variants, offers brands a means to leverage a key advantage they have over own-label. 62% of buyers (76% of 25-44s) choose seasonal food/drink that reminds them of their childhood.
Growth in 20-34s over 2025-30 will support sales of seasonal food/drink, as under-35s are the key seasonal shoppers. However, growth being slower than in 2020-25 means this will offer less support than before.
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