Festive Feasting 2025: How Britain Eats at Christmas

Why we’re studying festive feasting in 2025

This Christmas looks different for many households. Prices remain front of mind, tastes are evolving, and more of us are balancing tradition with practicality, inclusivity and sustainability. Gousto set out to understand what Britain will actually cook and eat this December, what’s changing, what’s staying, and how hosts are making joyful meals without overspending or wasting food. Ultimately, the study helps us design a Christmas experience that’s delicious, inclusive and better for the planet, with smart swaps, budget-savvy choices and zero-fuss inspiration on the Gousto Christmas Recipe Hub.

 A Taste of What We Found

Gousto’s Festive Feasting 2025 Study reveals a Christmas in flux: tastes are modernising, budgets are shaping menus, and waste is a persistent challenge. Key findings include:

– Mince pies are back with a bang: UK searches for “mince pies” jumped 300% (12 Oct–12 Nov 2025), and 17% of Brits tuck in as soon as they hit shelves (as early as August), despite 26% saying the season officially starts in December.

– Turkey’s not the only show in town: Only 37% of UK households serve just turkey; 64% plan an alternative main alongside or instead of turkey. In London, turkey-only dinners drop to 13%.

– Taste over tradition for Gen Z: 38% of Brits don’t eat Christmas pudding at all, equating to 5 million puddings bought for show or skipped. Among Gen Z, 47% skip it and sticky toffee pudding leads as favourite at 22%.

– Budgets are steering the sleigh: Brits who celebrate Christmas plan to spend £167.50 on their main grocery shop; Millennials £203.40; Londoners £232.80. 76% say inflation and tax rises are impacting plans.

– Waste is widespread: 49% admit they throw away at least one item over the holidays. Commonly wasted: Christmas dinner leftovers (19%), fruit/veg (16%), cream (14%), bread (14%), mince pies (13%), cheese (11%)

Time’s Up for the Turkey

For decades, the Christmas turkey has reigned supreme as the centrepiece of festive dining, but 2025 may mark the beginning of the end for its monopoly. According to Gousto’s research, two-thirds of Brits (64%) plan to serve an alternative main dish alongside or instead of turkey this year. Only 37% of households are sticking to turkey alone, with that figure plummeting to 13% in London.

The shift isn’t just about novelty, it’s about values and taste. 36% of those ditching or downsizing turkey say they’re choosing dishes that are more traditional to their own families. 30% admit they simply don’t like turkey (though 18% still serve it for tradition’s sake), while others are motivated by inclusivity and cost. 14% are catering for vegetarian or vegan guests, 14% are trying to save money, and 12% are making more sustainable choices.

As Sophie Nahmad explains, “Cost, taste and climate consciousness are reshaping what ‘traditional’ Christmas dinner looks like in 2025.” Budget-conscious households are getting creative: among those opting for alternatives, 25% of people serving fish and 20% of those choosing chicken say they’re doing so specifically to cut costs. Even those who typically splurge on premium meats like goose (20%) or venison (22%) are tightening their festive belts this year.

The result? A more flexible, personalised Christmas table, where chicken, beef, pork, and plant-based mains share the spotlight with turkey. It’s proof that Britain’s festive dining traditions are evolving to suit modern palates and pocketbooks alike.

Gen Z Ditches the Christmas Pudding

If the turkey is losing its crown at dinner, the Christmas pudding is facing an even steeper decline at dessert. Gousto’s Festive Feasting study found that 38% of Brits don’t eat Christmas pudding at all, combining those who skip it entirely (28%) with those who buy it “for show” (10%). That means around five million puddings are bought, flambéed, and left untouched each year.

The generational divide is striking. 71% of Boomers and 72% of the Silent Generation still enjoy the traditional dessert, but nearly half of Gen Z (47%) avoid it altogether. Another 19% of Gen Z buy one purely for decoration, suggesting that for many, Christmas pudding has become more about aesthetic than appetite. Instead, sticky toffee pudding now leads the pack among young Brits (22%), followed by cheesecake (17%) and Yule log (12%).

Sophie Nahmad isn’t surprised by the shift. “Gen Z are making Christmas their own,” she says. “They still love festive flavours, but want desserts they enjoy eating.” Nationally, Christmas pudding remains the top pick for 31%, but trifle (14%), Yule log (13%) and cheesecake (12%) are rapidly closing the gap. Regionally, Scotland (29%), Northern Ireland (22%) and the North East (26%) all have a soft spot for trifle, showing just how varied Britain’s sweet tooth has become.

Still want the table-top theatre without the divisive dessert? Sophie suggests flambéing a Sticky Toffee Pudding instead. Simply warm 2–3 tablespoons of high-proof brandy or rum, light it carefully, and pour it over the hot pudding for that same blue-flame magic, without the leftover guilt.

Budgets Are Biting: What Brits Plan to Spend

The festive spirit might be strong, but so are economic headwinds. With inflation and tax hikes looming, 76% of Brits say their Christmas food shop will be shaped by financial pressures. On average, celebrants plan to spend £167.50 on their main grocery shop this year, rising to £203.40 among Millennials and a hefty £232.80 for Londoners.

The data shows that spending habits mirror shifting traditions. As food prices climb, 29% of households now pair turkey with a more affordable main, such as chicken or pork, while 25% of those serving fish and 20% serving chicken say they’re doing so specifically to reduce costs. Even luxury meat lovers are cutting back, 20% of goose and 22% of venison buyers are planning leaner festive budgets this year.

As Sophie Nahmad puts it, “Budget-conscious hosts can often find better value in alternatives like chicken or pork, mixing tradition with practicality, taste and cost.” With creativity and careful planning, it’s clear that a magical Christmas dinner doesn’t have to break the bank.

Is it too early for mince pies? Not in 2025

For many Brits, mince pie season is as much about nostalgia as it is about taste, but this year, the festivities have started early. While over a quarter of people (26%) still insist that mince pie season doesn’t begin until December, a keen 17% admit they start indulging the moment they appear on supermarket shelves, which this year was as early as August. Searches for “mince pies” have skyrocketed by 300% in the month leading up to November, showing the nation’s appetite for festive bakes is stronger than ever.

To celebrate the start of mince pie season, Gousto Lead Chef Sophie Nahmad has created a decadent twist on the classic: Crème Brûlée Mince Pies. By topping traditional mince pies with custard and a caramelised sugar crust, she’s turned the humble Christmas treat into a showstopping dessert. “Adding a Crème Brûlée topping to your mince pies is the ultimate luxury treat,” Sophie explains. “It’s sweeter, more indulgent, and guaranteed to turn even mince pie sceptics into year?round fans.”

The recipe couldn’t be simpler: spoon cold custard over ready-made mince pies, sprinkle with sugar, and brûlée under a grill or with a blowtorch until golden and crackly. The result? A perfect hot?and?cold contrast with all the flavour of a traditional pie and the elegance of a dinner-party dessert.

And for those who can’t resist buying mince pies early, Sophie has another trick up her sleeve. “If your mince pies are starting to feel a little stale, don’t bin them, brûlée them,” she says. “A layer of custard and caramelised sugar brings them back to life with a crackly topping and silky centre. It’s the ultimate glow-up for leftovers.”

Whether you’re a mince pie purist or a pudding pioneer, Gousto’s twist on this festive favourite proves that even the most traditional treats can get a creative, and waste-saving, upgrade.

Festive Food Waste (and How to Save It)

While families across the UK plan, prep, and pile their plates high, waste remains a defining feature of the festive season. Gousto’s Festive Feasting study found that half of Brits (49%) who celebrate Christmas admit to throwing away at least one item of food or drink during the holidays. The figure rises to 67% in Northern Ireland and 58% in London.

The most commonly wasted foods read like a festive shopping list: Christmas dinner leftovers (19%), fruit and vegetables (16%), cream (14%), bread (14%), mince pies (13%), cheese (11%), and even alcohol (7%). Cities like Belfast (66.5%), Leeds (55.1%), and London (52.9%) top the charts for food waste, while Brighton leads the way in sustainability, 66% of residents there claim they waste nothing at all.

The data also reveals a curious cheese conundrum. On average, Brits buy over three types of cheese for Christmas, but one in ten admit to throwing some away. Interestingly, Belfast buys fewer cheeses than most (2.67 per household) but wastes the most (24.3%), suggesting that planning, not just overbuying, is the real issue.

As Sophie explains, “There’s far too much going to waste that could be repurposed into tasty meals to last until New Year. A bit of planning and a few smart leftover recipes can turn spare roasties, greens and cheese into brilliant brunches and Boxing Day dinners.”

Chef Sophie’s Festive Hacks & How Gousto Can Help

From torching stale mince pies to reimagining Christmas classics, Sophie’s festive tips prove that sustainability and indulgence can go hand in hand:

– Brûlée your leftovers: Revive stale mince pies with custard and caramelised sugar for a luxurious twist.

– Switch the centrepiece: If turkey isn’t a crowd-pleaser (or budget-friendly), try chicken, pork, beef or a plant-based main.

– Keep the theatre: Flambé sticky toffee pudding for that show-stopping blue flame without the divide.

– Plan to prevent waste: Transform spare roasties, greens and cheese into Boxing Day pies or brunch bakes.

At Gousto, we make it easy to cook creatively and consciously. With precise portions, over 175 fresh recipes every week, and a B Corp™ commitment to reducing waste, our recipe boxes help households cut carbon emissions by around 23% compared with an equivalent supermarket shop, and enjoy every bite of the festive season. Learn how our Gousto boxes work or sign up for your first box today.

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All the delicious food images in this post can be on your table this Christmas. Order your box and get our 2025 Christmas range served up this season.

Methodology & References

_{– Festive Feasting 2025 Study: Nationally representative survey of UK adults who celebrate Christmas (Weighted base n=1,863), conducted by Opinium for Gousto, 7–11 Nov 2025.}

_{– Google Trends data for “mince pies”, 12 Oct – 12 Nov 2025.}

_{– *5 million puddings uneaten – Calculation based on ONS population estimates (67 million) and Gousto survey findings that 72% of UK adults celebrate Christmas and 10% buy a pudding for show but don’t eat it (4.8 million).}