5 of the biggest trends to know for Christmas 2025

Some aspects of the festive season feel as though they’ve been around forever – and that’s part of the joy of Christmastime – but even the most tradition-rich of annual celebrations has space for innovation. This year, say the experts, smart retailers will be satisfying their customers’ demands for tradition with a twist (which can come in all manner of guises). 

“Looking at Christmas 2025, consumers are showing a clear appetite for both comfort and adventure, they want the nostalgic flavours they know and love, but also new twists that make festive gatherings feel special,” explains Matt Hopkins, founder & CEO of IND!E.

Guilt-free indulgence

“Christmas is still the season of treats, but this year there’s more demand for smaller formats, permissible indulgence and value without compromise. People want to feel good about what they’re serving and sharing,” says Matt.

Isobel Smith, marketing manager at Flower & White, agrees. “How would you define guilt-free indulgence when it comes to food and drink? For us, indulgence should always be joyful, not something you feel you need to justify. It’s about enjoying quality treats made with care, using honest ingredients, and finding balance. When food feels lighter, more natural, and thoughtfully portioned, it makes the experience uplifting rather than overindulgent.”

What should retailers be looking out for? “Shoppers are looking for products that allow them to enjoy a little luxury in their everyday lives. Retailers should look for treats that are beautifully made, well-portioned, and crafted with high-quality ingredients. Consumers increasingly want choice – options that feel special without being heavy or overly processed,” she continues.

“We see a continued shift towards mindful indulgence. People want to enjoy treats that fit seamlessly into their lifestyle – lighter, balanced options that still feel like a moment of joy. Innovation will come from reimagining classic indulgences in new, exciting formats that deliver on taste, quality, and feel-good enjoyment.”

International fusion

“From a flavour perspective, you could say it’s nailed on for festive versions of the Dubai chocolate phenomenon to appear during Christmas 2025, both in the mainstream and artisanal space,” says Tom Gatehouse of Egg Soldiers.

“It’s trajectory in trend terms has been stratospheric, with the concept having only been born just three years ago in the Middle East. Major retailers jumped on the bandwagon earlier this year, and it’s the versatility of the magical pistachio, syrup-soaked knafeh pastry and milk chocolate combo that really gives developers scope.

“Then there’s Asian-inspired offerings, which are surely set to play another notable role in Christmas 2025. The likes of bao buns, gyoza and spring rolls are now festive table mainstays, with their tenure giving developers licence to gently keep pushing the culinary boat out further within Asian each year, with Korean and (for the more adventurous) Thai flavours and formats an area to watch.”

Dessert-inspired tastes

“Classic desserts are inspiring whole new product ranges. From puddings to patisserie-inspired flavours, consumers are drawn to the familiar but in exciting new guises,” says Matt.

“Retro, nostalgic, old-school – call it what you like, but the flavours (and the feelings you get from those flavours) could not be more in,” says Tom. 

“Such feeling-filled flavours – from the warmth of sticky toffee to the icy delights of knickerbocker glory – provoke genuine feelings of comfort and nostalgia regardless of demographic. Taking a stand with innovative formats for these familiar flavours could be a shrewd move.

“Meanwhile, the UK-US link has grown stronger these past few years, with NYC-style pizza and bagels headlining what is a new wave of interest and success from across the pond. “Banana cream pudding, spumoni baked Alaska, key lime pie – could one of these iconic US desserts steal the show during Christmas 2025?”

Tradition with a twist

“Christmas shoppers want the comfort of tradition but also something to talk about. This year it’s about taking the familiar and giving it an innovative spin, whether that’s balancing sweet with savoury, or putting a modern twist on a well-loved classic,” says Matt. “We’ve seen the Yorkshire Kitchen take the Christmas favourite Brandy Butter and experiment with really cool new flavours. 

“Heritage flavours remain the anchor of Christmas. But we’re seeing them reimagined in modern formats, Honestyolk’s bottled eggnog is a great example of how a traditional festive drink can feel fresh, premium and ready for the table.”

“Tradition and innovation aren’t clashing this Christmas, instead, they are working in harmony,” says Tash Jones, commercial director at Fairfields Farm. “Innovation is enhancing the classic festive flavours we all know and love, rather than replacing them. Classic tastes continue to drive shopping habits, however, consumers are increasingly craving novelty alongside nostalgia. This has led to the ‘newstalgia’ trend, where older, classic and well-loved tastes are reimagined with modern twists. It’s an evolution of last year’s nostalgia wave, but this time with a fresh twist for consumers who still want comfort, just with a bit more edge.

Flavour innovation

“One clear shift we’ve seen is in flavour profiles,” says Tash. “Shoppers are becoming increasingly adventurous, yet they still want the comforting flavours that make the season feel special. The rise in social media food tasting trends, including unboxing themed packaging and reviewing flavour pairings, highlights the excitement of products and creates a buzz with the opportunity for products to go viral. 

“This year, the most successful Christmas products will be the ones that manage to feel both familiar and exciting. Retailers should focus on bold flavour innovation and dietary inclusivity to meet the moment and make the most of this evolving consumer mindset.”

“The complexity of flavour is something we’re really seeing right now,” explains Tom. “Hot honey kicked it all off – now everyone is after the next big mashup of core profiles, sophisticated or otherwise.

“Hot honey will again play a role during Christmas 2025 (and beyond), and I’ll be interested to see the sweet/spicy concept being explored further in terms of traditional Christmas spices and flavours, from cinnamon to gingerbread. And as a move-on from hot honey, and with a festive link, hot maple is bubbling gently on the horizon. But that might be one for Christmas 2026…”

Also trending…

Matt Hopkins, founder & CEO of IND!E, shares what he thinks could be big hitters this Christmas

Regional localisation and cultural traditions
A rising theme is consumers leaning into the traditions of specific regions, not just broad global cuisines. We’re seeing growing curiosity about celebrating the diversity of cultures at Christmas, from regional bakes and drinks to authentic recipes that tell a story of place. This speaks to a wider trend where food isn’t just about taste, but about connection to heritage and culture.

Seasonal spices and botanicals
Cinnamon, nutmeg and clove will always dominate the season, but they’re increasingly paired with authentic spice blends and lighter botanical notes in teas, soft drinks and spirits. These flavours bring warmth while also balancing the richness of festive food. The Gingerbread and White Chocolate cookies from M&S are already out there.