Christmas 2020 - Trends & Opportunities

The coronavirus has already meant that Easter parties, and summer festivals have been reimagined into celebrations like no other… will Christmas dinner see the same fate?

Today we've launched Christmas 2020 Category trends report, where we identify 3 opportunities for the COVID-era Christmas including the behaviours, the 'why' and the possible 'so what' manifestations.

Touch of luxury

More time at home means that we are craving a touch of luxury – for many it's been about transferring out of home luxury into our weekly shop. From luxe flavours to traditional processes, luxury changes up the everyday.


As the world changes our food and drink experiences are redefined. Christmas shopping is on track to be different this year, with visits to Father Christmas and grand-parents sat around the table in the same way as before less likely. However, there is an opportunity to reimagine Christmas celebrations this year from virtual cook-a-long's to dining in isolation igloos…

Comforting classics

There will be less of an emphasis on rewriting tradition as we find comfort in what we know – from traditional colour schemes though to well-loved, tried and tested recipes. Think Christmas cake, pigs 'n' blankets, bread sauce and mince pies as well as global classics such as panettone, stolen and rum baba. We are likely to seek comfort in what we know best.

Fast forward to Christmas 2020 where Cautious Optimism with a splash of flexibility are the watch words for Christmas in the COVID-era for both product assortment as well as communication.

Click here to read the article and explore Christmas 2020.

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