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As the winter season approaches, the evolving landscape of festive food trends reveals a balance of tradition and innovation. From the enduring popularity of pigs in blankets to the growing influence of global flavours and dietary preferences, this year’s meaty offerings reflect consumers' desire for both comfort and adventure. Jason Winstanley, head of research and insights at Pilgrim’s Europe, explores the trends shaping the holidays and beyond.

As we approach the festive season, traditional favourites remain steadfast, but an intriguing blend of global influences and dietary preferences is reshaping the landscape of festive food trends. There is a dynamic interplay of tradition, innovation and evolving consumer values driving the food market.

Fresh sausages

Classic staples like sausages, cocktail sausages and pigs in blankets will continue to be immensely popular over the festive season. Last year, supermarket sales of pigs in blankets saw a substantial rise, increasing by £21.9 million during November and December, proving they remain a seasonal favourite amongst shoppers.

Fresh sausage sales also grow in the run up to Christmas, with sales increasing 30% across the final three months of 20232. Shoppers are already purchasing fresh sausages more frequently as consumers are attracted to the ever-increasing variety of flavours3 and with Christmas just around the corner we expect this to increase significantly.

Within the sausage category, pork still makes up a huge 93% of the market. Chicken sausages are also on the rise, with a 15% increase in popularity among shoppers who are choosing them for their versatility when it comes to preparing meals.

The frozen sausage segment, in contrast, targets busy consumers seeking both ease and budget-friendly options – which is key during the festive period when money is often stretched.

Global influences

Innovation and global influences will also be important this Christmas. Our research indicates that many consumers engage with both during the festive season, whether hosting gatherings, enjoying at home or keeping some snacks handy 'just in case'.

As sausages are a festive favourite and perfect for forming parts of buffets and ‘spreads’ during holiday gatherings, it will be crucial that sausages are provided in variety and quantity on the shelves to give shoppers as much choice as possible.

While UK consumers often lean towards traditional choices during the holidays, they are also increasingly open to novel twists. Global influences tend to manifest as new flavours on familiar formats, providing a sense of 'safe adventure'.

Key trending cuisines such as Italian, American, Korean and Southeast Asian are strong contenders for influencing this year's festive products. This trend reflects a broader pattern of 'safe adventure,' where familiar formats are infused with new flavours, offering comfort with a twist.

Additionally, the growing popularity of Christmas markets in the lead up to the big day may usher in more influences from Central and Eastern Europe, enriching the festive culinary landscape.

Christmas 2024 trends

Pigs in blankets are set to take centre stage this festive season, appearing in numerous forms across stores, as previously mentioned. Hot honey is another trend gaining momentum, which is expected to feature in various formats during the season, from pairing with pigs in blankets to cheese, crisps and popcorn.

This time of year is also great for dinner parties, and that's when gammon joints really shine. For those who want something different from the usual turkey before or on the big day, gammon is a versatile, easy to cook alternative.

Dietary preferences

The rise of dietary preferences such as veganism and gluten-free diets is significantly influencing Christmas offerings. While meat and poultry will remain the mainstay of most Christmas dinners, there is a notable increase in vegetarian and vegan alternatives, as well as meat-free options for party food and accompaniments.

Similarly, the availability of gluten-free products has expanded, catering to a broader consumer base. The push towards using fewer, cleaner ingredients enhances the variety and appeal of these products to a large extent.

Food-to-go

Hectic holiday schedules will also be driving people to look for convenient, ready-to-cook or grab-and-go meat-free or meat choices. The 2.6% growth in chilled meat-free products means that it now represents 40% of the category, appealing to those who seek quick and easy meals without sacrificing quality or taste.

Amid the cost-of-living crisis, price sensitivity is high. Consumers are looking for meat-free products that offer good value. Our continued focus on delivering both traditional and meat-free options at affordable prices, alongside an additional ‘affordable treating’ offering, aligns well with these consumer desires over the festive season.

Looking ahead to 2025

As 2025 approaches, several key themes look ready to shape the food and drink landscape.

Building on current trends, there will be a heightened focus on animal welfare and ethical consumerism. Consumers are increasingly seeking products that align with their values, and brands that emphasise ethical practices will find favour amongst consumers.

The trend towards premiumisation continues, with consumers seeking products that offer indulgence beyond taste, engaging multiple senses. 2024 showed us that taste is now incredibly important, influencing 66% of food choices.

Foods with functional elements, providing health benefits, will also see growth. Despite an improving economic climate, value remains a crucial consideration for many households. The perception of value for money, whether through ingredients, convenience, or ethical considerations, will be pivotal.

Products that are intrinsically healthy, such as those high in protein, are expected to perform well. The combination of health, sustainability, and taste will drive innovation and consumer choices next year.