Chocolate stands as the nation’s favourite festive flavour.
Christmas food still holds a central place in British celebrations.
New research from Doritos now reveals how the nation’s festive tastes are evolving, with the findings highlighting a surprising shift in what people look forward to most.
Traditional favourites are still enjoyed, but younger consumers are driving new choices.
These insights demonstrate how new products, generational habits and wider eating trends are reshaping Christmas.
We explore the seasonal flavours taking the lead and the classics slowly slipping from the spotlight.
New Favourites Taking Centre Stage
The survey reveals a surprise at the top of the rankings, with turkey not making the top three.
Chocolate stands as the nation’s favourite festive flavour. Roast potatoes follow in second place. Cheese completes the top three. Turkey only takes fourth place.
Pigs in blankets, gravy and stuffing also appear in the top 10.
Consumers are also adopting a different approach to how they enjoy festive meals.
Twenty-six per cent said roast potatoes are the best bites on the dinner plate. Turkey receives 23% while pigs in blankets receive 17%.
However, many no longer see the meal itself as the highlight.
A third prefer Christmas “picky bits” like cheese platters and pastry snacks over a full dinner. These foods feature higher than the Christmas dinner itself, which stands at 28%.
Christmas-flavoured snacks receive 17%. Leftover sandwiches follow at 16%. Nearly half of Brits say they like festive flavoured crisps.
This shift reflects the growth of grazing and sharing culture.
Busy routines and diverse family schedules mean many households now build celebrations around flexible eating.
Snacks and small bites suit informal gatherings and offer a broader flavour choice. This has helped seasonal crisp innovations gain momentum.
Many consumers enjoy the novelty of festive flavour profiles and are willing to experiment with limited editions.
The changing marketplace explains the interest in new product launches.
Doritos has launched its new Gingerbread flavour, which is one of the trending Christmas flavours for 2025.
Walkers Emmental Cheese, Walkers Beef Wellington and Sensations Honey Glazed Roast Ham are also trending flavours.
Consumers are also willing to spend.
Thirty-eight per cent are excited about trying new food over the holidays. They expect to spend an average of £124.91 on Christmas food.
More than four in five say food is one of the best things about Christmas. Fifty-eight per cent feel it brings everyone together.
How Traditional Favourites are Falling Behind
Some classic Christmas staples are losing relevance with younger consumers.
Mince pies only appear in ninth place. Cranberries reach 24th. Mulled wine stands at 25th. Port falls further to 29th.
This aligns with changing drinking habits.
Just six per cent of Brits under 24 said they enjoy a glass of port at Christmas. On the other hand, 35% of those aged 65+ enjoy it.
Older shoppers maintain stronger attachments to traditional flavours and rituals. Younger consumers are more likely to explore new tastes and formats.
Festive crisps, modern twists and premium savoury snacks align with their preferences.
These options suit mixed gatherings, smaller households and non-traditional celebrations.
The research also reveals the strong emotional connection people have with seasonal food.
More than half have been told not to eat something because it is being saved for the big day. Despite this, 43% have taken snacks and eaten them secretly.
Forty-one per cent discreetly munch in the kitchen. One-fifth will even take treats to their car.
Timing still matters. Fifteen per cent believe the start of December is acceptable for festive food while 30% say December 21 is the earliest suitable date.
Even with changing tastes, many households still draw firm lines around the beginning of festive eating.
Rob Pothier, a spokesperson for Doritos, said:
“Food is one of the best things about Christmas. It’s a time to enjoy all the seasonal favourites.”
“The research shows people are open to experimenting with new flavours too. The best thing about Christmas food is there are no rules.
“There is only a limited window to enjoy these treats so making the most of them while they are on sale is the best thing to do.
“Because before you know it the festive period will have passed you by and the special bites you can only enjoy once a year will be a distant memory.”
Christmas eating habits are evolving across the UK.
The research shows that variety, convenience and experimentation now drive many festive choices.
Traditional centrepieces still have a place, but seasonal snacks and new flavours now shape the table. What remains unchanged is the emotional importance of Christmas food.
It still brings people together, reinforces tradition and creates memories.
Dining and Cooking