New data from Gousto’s Festive Feasting 2025 Study reveals that the traditional Christmas pudding is losing its place at the nation’s tables.
More than a third of Brits (38%) don’t eat it at all, combining those who don’t buy one (28%) and those who buy it only for show (10%). That means over five million puddings* are purchased and flambéed each year, but never eaten.
Despite its iconic status, the pudding is most popular with older generations. Seventy-one percent of Boomers and seventy-two percent of the Silent Generation say they eat it, compared with just over half of Gen Z (53%), meaning nearly half of 18–27-year-olds don’t eat it at all. Men (67%) are also more likely than women (58%) to tuck in.
Gousto Chef Sophie Nahmad said: “For generations, the Christmas pudding has been a symbol of togetherness, but many families are now choosing desserts that actually get eaten. Sticky toffee pudding, trifle and cheesecake are rising stars of the festive table.”
Where Britain’s Christmas puddings go uneaten
Ranking
City
% don’t have it
% buy for show (not eaten)
% don’t eat (sum)
1
Glasgow
49.3
11.4
60.7
2
Newcastle
40.2
9.8
50
3
Nottingham
32.8
10.9
43.7
4
Manchester
26.9
12.8
39.7
5
Leeds
32
6.2
38.3
6
Belfast
20.4
17.8
38.2
7
Sheffield
30.8
7.1
37.9
8
Liverpool
33.9
3.7
37.5
9
Edinburgh
35.1
2.4
37.5
10
London
22.3
14.7
37
Young Brits choose taste over tradition
While the traditional pudding still tops the national rankings, with 31% of Brits naming it their favourite festive dessert, modern tastes are diversifying. Trifle (14%), Yule log (13%), cheesecake (12%) and sticky toffee pudding (10%) are fast closing the gap. Among Gen Z, sticky toffee pudding has already claimed the top spot at 22%, overtaking the classic entirely.
Regionally, the nation’s sweet tooth splits even further, trifle dominates in Scotland (29%), Northern Ireland (22%) and the North East (26%), while cheesecake and Yule log continue to rise as the go-to modern alternatives on festive tables across the UK.
UK’s favourite festive desserts mapped
Map shows the top two festive desserts favoured in UK cities. Full results can be found in the Q2 tab of the Festive Feasting Survey data set.
Gousto chef Sophie Nahmad said: “You don’t need to feel guilty for ditching the Christmas pudding. It makes sense to celebrate with a festive dessert that can be enjoyed by everyone. It’s understandable that people want to flambé their puddings for some festive theatre at the table, but there are many other desserts you can set alight. Something more crowd pleasing like a Sticky Toffee Pudding that has a similar shape and look, is a great alternative.”
Tips to flambe a Sticky Toffee Pudding:
Warm your spirit: Use a high-proof alcohol like brandy, rum or whisky. Gently warm 2–3 tablespoons in a small pan just until hot, never boiling.
Light it up: Carefully light the warmed alcohol with a long lighter or match.
Pour and flambé: Immediately pour over your hot sticky toffee pudding. The flame will catch the toffee sauce, dancing blue for 5 secs before burning off.
Check out the Gousto Chocolate Christmas Pudding recipe for a more inclusive way to celebrate the classic, rich, chocolatey and designed to win over even the pudding sceptics. A full breakdown of the Festive Feasting Study can also be found on the blog.
Dining and Cooking