Christmas 2022: Three Exciting Food Trends
Published 10 October 2022
Although the cost-of-living crisis is hitting household budgets hard, only 20% of UK consumers plan to cut back on Christmas spending this year (The Lens, 2022). However, festive shoppers will be savvy – and brands must plan ahead to spark their interest. Stylus highlights three key trends expected to dominate the holidays.
1. A Savoury Twist: Grocery retailers are fuelling curiosity with sweet/savoury hybrids. British retailer Tesco has introduced an indulgent sticky-toffee-infused cheese. Similarly, German discount supermarket Aldi’s Firecracker Pudding – which contains fruits, cider, Amontillado sherry and chocolate chunks – is served with a sweet and spicy orange and chilli sauce. The dessert comes with popping candy to ramp up the sensorial experience.
Aldi has also unveiled its Cheese Profiteroles, stuffed with Cheddar or spicy chorizo pieces. Likewise, UK supermarket Waitrose’s new savoury choux buns contain burrata, spicy ’nduja, and a Cheddar and mozzarella sauce. See also Waitrose’s Parmigiano Reggiano & Cracked Pepper Panettone, which it recommends toasting and serving with charcuterie, pâté and cheese.
2. Bigger is Better: Brands are supersizing beloved Christmas staples to create playful and shareable centrepieces – a savvy move, since 55% of Americans plan to spend Christmas with friends and family in 2022, compared to 47% in 2021 (NPD Group, 2022). See British retailer Asda’s Giant Mince Pie – an oversized orange-zest-infused pastry filled with brandy- and port-soaked mincemeat.
Meanwhile, Aldi has expanded its typically bite-sized pigs in blankets to 60cm, encased within a large Yorkshire pudding. Additionally, its XL Christmas Sausage Roll contains pork and comes with a choice of sweet-chilli chutney or cranberry sauce.
3. Permissible Food Play: Brands are encouraging consumers to play with their food with interactive desserts, like Asda’s Christmas-themed Double Smash Cake. Eaters must crack open a milk chocolate dome that rests on a chocolate cake to reveal a cartoon reindeer’s face, before bashing its red nose for surprise treats.
Similarly, UK supermarket Marks & Spencer’s Chocolate Topple Tower is a delectable nod to the classic British game Jenga. Players take turns removing one chocolate block (in milk, dark, white or blonde flavours) at a time from the edible tower, hoping to keep the structure intact.
Elsewhere, New York-based confectionery company Nassau Candy has unveiled its Clever Candy Christmas Collection. While the Gingerbread House Candy Kit contains a selection of treats to decorate a gingerbread house, the Elf Activity Kit includes a range of sweets and five mischievous activities with humorous titles, like Elf Bubble Farts and Reindeer Poop.
Also in the US, food giant Kellogg’s collaborated with American Christmas tradition The Elf on the Shelf to release North Pole Snow Creme Cereal. The limited-edition offering contains frosted star-shaped pieces (with a vanilla ice-cream flavour) and mini marshmallows, which produce an unexpected cooling sensation when consumed (achieved with a mystery ingredient).
Meanwhile, with winter falling between June and August in Oz, KFC Australia celebrated yuletide early with the launch of its Christmas in July Feast. The menu featured the fast-food chain’s staples like chicken, chips and gravy, as well as two new dipping sauces: Cranberry and Stuffing Mayo. Adding a playful dimension to casual dining, KFC also released limited-edition matching Christmas jumpers for festive diners and their pets.
Stylus members can access Christmas 2022: Brand Engagement Steers for ways to engage with the Christmas consumer this year.
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