Christmas to be spent at home by most consumers

The majority of UK consumers (64%) plan to spend Christmas Day at home this year, according to new research, revealing an opportunity for restaurant operators to create premium meal kit and takeaway experiences this festive season.

However, the research - conducted by Bidfood - also highlights that the run up to Christmas is going to be key for restaurant visits, with almost half of consumers (47%) saying they plan to dine out at least once a week.

For 41% of consumers, this year's festive period will be more important than ever to celebrate with loved ones, due to the pandemic effectively 'cancelling' Christmas 2020.

Dining out

Bidfood suggests appealing to larger groups looking for festive social get-togethers by offering suitable seating arrangements, set menus, group discounts, or individual sharing-style tapas options.

More than 40% of consumers say it’s the decorations that make Christmas 'come alive' for them, with over 30% saying that sitting by a roaring fire really gets them in the festive mood and captures the essence of the season.

The majority of consumers will be looking for meals under £25 during the run up to Christmas, so this will be essential for operators to bear in mind when planning food and drink menus.

The research reveals traditional roast dinners and classic favourites will be popular this year, but offering unique starters and desserts could give consumers' Christmas dinner the ‘twist’ they’re looking for, as 27% are looking forward to trying dishes they wouldn’t cook at home. 

At-home offering

With most consumers looking to stay at home on 25 December, operators can tap into the demand for meal kits and food delivery, but Bidfood notes it will be key to bear in mind that 43% of consumers say the price and quality is the most important part to them, and so ensuring food travels well will be imperative.

"The past 18 months have brought about constant change and the need to be agile and adaptable," says Laura Mason, senior campaigns and activation manager at Bidfood.

"Knowing that consumer habits will have naturally evolved over this period, we felt it was the right time to conduct a piece of research to delve deeper into how consumers are feeling and what they really want this Christmas, to help our customers appeal to their ever changing demands.

"There’s no doubt that people want to celebrate and enjoy time with as many loved ones as possible this year – therefore operators will need to look at ways to appeal to these groups and make their celebrations special within a safe environment."

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