10 ways to tap into the dinner party trend

Dinner parties are firmly back on the agenda. The excitement of being able to go ‘out out’ again, following Covid lockdowns, appears to have waned, and this, coupled with rising food inflation impacting the cost of eating out, means more and more of us are popping corks and switching on the stoves at home when it comes to entertaining – especially around key events like Christmas and New Year’s Eve.

The last time dinner parties peaked was in the 70s, when cubes of pineapple and Cheddar on toothpicks, prawn cocktail, steak Diane and angelica and glace cherry strewn trifles frothed with whippy cream ruled.

Nostalgia is firmly on the agenda for UK consumers (as they grasp onto comfort in uncertain times), so retro food is very much making a comeback. But it’s more the ritual of staying in that’s striking a chord – an ever-younger crowd putting their own spin on dining in, taking cue from social media trends and global travel.

According to Lakeland’s 2024 report, 75% of 25 to 34-year-olds have hosted a dinner party in their home, while AHDB reports more than 70% of British dining occasions take place at home.

And it’s dinner that’s firmly in their sights -  with more and more out-of-home dining happening at breakfast, brunch or lunchtime, which are not only perceived to be better value for money but also mean those sleep-conscious Millennials and Gen-Zers can get home at a decent hour for their eight hours of shuteye.

Scott Dixon, managing director at The Flava People, says the cost-of-living is hard to ignore when it comes to our dining habits. “Everything is geared towards value. Customers are more concerned with how far they can stretch their money. If they’re eating out, they’re placing higher expectations on the value of the experience, which can fall short. There is an associated risk with dining out and that’s a key driver for the eating in trend.”

Both Sherilyn Chu Wai Chow, head of marketing at Partridges, and Sangita Tryner, owner and managing director of Delilah Fine Foods in Nottingham, say they’ve noticed a 10% increase in the sales of pre-prepared and picnic/party foods in the last year.

“We believe consumers prefer the convenience of pre-prepared foods and still want to serve high-quality foods to their guests,” explains Sherilyn. “Purchasing pre-prepared foods from trusted retailers saves valuable time in the kitchen and can seem more cost-effective than cooking from scratch.”

“We use the phrase ‘carpet picnic’ a lot,” reveals Sangita. “We have a lot of people come in on a Friday saying, ‘I’m having six people over for dinner and I want to give them a grazing platter, can you suggest three or four things I can make into canapes?’. They’re not only eating more at home, they want to eat interesting things, and things they can share.” The beauty of independent retail is customers know they can reach out for advice, she adds. “So, if they buy finocchiona salami, they don’t just want slices to slap down on the table. We can make suggestions. How they can roll it up with fig chutney and a cube of Baron Bigod in the centre. Customers don’t want a plain grazing board anymore, they want to make things more interesting, which I’m loving!”

“Entertaining at home has become more than just a budget-friendly alternative,” adds Fieldfare managing director, Matt Whelan. “Consumers are seeking shared experiences with family and friends, but they want to do so in the comfort of their own homes. Our recent research with YouGov revealed that more than half (51%) of UK adults have tried to recreate a restaurant meal at home, with two-thirds (67%) doing so because they were impressed with the dish and wanted to enjoy it again without leaving the house.”

Matt says what’s apparent is shoppers aren’t settling for everyday basics when cooking at home. They’re elevating the occasion by trading up, choosing more premium options, and adding small touches that make a meal feel special. “Fieldfare’s products offer consumers a simple way to serve restaurant quality food with minimal effort and no risk of it going wrong. Take our award-winning Creamy Chicken White Wine & Asparagus Purse for example, shoppers can relax knowing they are getting a quality product every time without having to spend hours perfecting a recipe themselves.

“And because our range is sold loose from the freezer, consumers can cater effortlessly for their guests’ differing tastes and dietary requirements to create a menu that suits everyone.”

What’s on the menu?

Shoppers are no longer purely being led by their tummies or instincts when they shop for party platters – they want to demonstrate their foodie prowess by showing off the latest social trends to their guests.

“This is especially true for younger customers under 40,” Scott explains. “They over index on the research they put into recipes online, going down rabbit holes for content, and dishes they can make that align with their dietary requirements and those of the friends dining in their group.” It pays, then, to keep on top of the recipes that are trending so you can help them find the products they need.

As well as tapping into ‘what’s hot’ on social media, Scott adds that consumers are very keen to replicate what they’ve eaten at restaurants in a home setting, with Japanese dishes exploding at the moment as home cooks’ exploration and confidence grows.

Desserts and nibbles are clear winners at the moment, according to Matt. “These are the elements shoppers are more likely to buy in, because they can be fiddly to make from scratch. By letting Fieldfare take care of the tricky bits, hosts can spend more time with their guests and less time tied to the kitchen.

“Our bite-sized products like Mac’n’Cheese Bites, Mozzarella Bites and Sweetcorn Chilli Fritters are a perfect, minimal effort option for drinks parties or casual gatherings as they can simply be popped in the oven or air fryer straight from the freezer.”

Consumers like, Matt adds, being able to stock up on frozen hosting essentials so they can be ‘guest ready’ for unexpected visitors, especially in the lead up to Christmas Day.

“Ahead of the Christmas season, we have some exciting new light bite products launching that will be apt for entertaining at home. From Cheesy Arancini, to Pizza Bites and Halloumi Sticks, our new products are designed for grazing, and celebrating and will give shoppers even more quality options to choose from to delight their guests.”

At Partridges, Sherilyn is noticing a definite steer towards the classics such as smoked salmon, cheese and charcuterie. “Our signature smoked salmon has been a customer favourite for over 50 years. And on our counter customers can find duck mousse and chicken liver pate with brandy to pair with The Fine Cheese Co Toasts for Cheese range.”

Making things extra easy for consumers is part of the trick when it comes to being on their party radar. “We stock a selection of ready-to-fill bases, including Rahms Mini Croustades, and the 3 Toques range of pastry shells and vol-au-vents,” Sherilyn adds. Ideal for shoppers to embellish with their favourite toppings. Also catching party planners’ eyes are Torres Black Truffle crisps, What A Date Dates with Pistachio, and the store’s variety of quality olives.

Making merchandising count

Cross-promotion is king in independent food retail, says Sangita. It’s a more thoughtful way to show customers you’ve actually considered how and why they are shopping with you. As Christmas and New Year party season approaches, it’s time to ramp up these kinds of activities. “When I look at products to put out on the shelves,” Sangita says, “I’m always thinking about what people will use them for, and can I range items next to X, Y, Z. For example, putting carbs, like noodles and dumplings near stocks, broths and sauces. That gives people an idea of what they can do with things.”

Times really have changed, she reflects. “In the olden days of merchandising, people were used to breaking categories up, so jams went with jams, but you can make so much more of these products. Like fig and orange jam goes beautifully with cheese, so put it near the cheese counter. I think you need to be telling customers what they can do with food – that’s what they want.”

Sherilyn says it pays to be armed at the deli counter with suggestions customers can cherry pick from too. Ready priced savoury and sweet platters (perhaps of your charcuterie, pies, pastries, cheeses or cakes) to take the hard work out. “Retailers can showcase platter menus at counters, as well as online through their website and social media channels to increase customer awareness,” she adds.

10 of the biggest dinner party trends

1. Pizza parties

If you had cash to spare during Covid it was most likely spent on new garden furniture, a cocktail bar or a pizza oven. Pizza oven sales soared during this period, and Grand View Research predicts the market will climb at a CAGR of 5.3% from 2023 to 2030.

A whole generation of pizzaioli have been created as a result. Social media is flooded with recipes claiming to share the best dough recipe, the perfect sauce, and most incredible topping combinations.

And those who have pizza ovens are keen to impress, demonstrating their culinary prowess by seeking out authentic, reliable ingredients which will help them turn out the enviable pies time and time again.

What to stock: The word ‘authentic’ really is key. Consumers want real tipo 00 Italian flour, tinned San Marzano tomatoes, or beautiful gourmet Italian sauces, low moisture Mozzarella that won’t give their pizzas a soggy bottom, and a range of quality salamis and antipasti for toppings or to serve before the main event.

If space and time allows it could be worth pulling together promotions on complementary ingredients.

2. Cheese

We’re hearing more and more from delis and cheese retailers that their customers are making cheese the main event at dinner. Grazing and cheeseboards are still popular (after all, what’s easier than bringing cheese to room temperature on a platter with cured meats, fruits, chutneys and crackers?).

Also capturing cheese lovers’ attentions are fondue and Raclette parties, and Morgan McGlynn Carr of Cheeses of Muswell Hill, caused a stir on social media recently with her idea of cheese s’mores, warming cheeses over open flames, and squidging them between crackers with their ideal pairing. 

And scooping Gorgonzola is riding a wave of appreciation that cheesemongers shouldn’t miss. Consumers love the theatre of buying it and showing it off to their friends.

What to stock: If you have space, stock beautiful serving boards and signpost to them – you’d be surprised how many people don’t own one. Selling or renting out fondue or Raclette machines, say the retailers who have them, will pay dividends too. Otherwise this trend is more about being well-stocked, and engaging customers with pairings and suggestions at the counter. Demonstrate how cheese can be used beyond the board both in-store and on socials. Be their source of inspiration.

3. Taco Tuesdays/Thursdays

Sales of Mexican ingredients and flavours remain strong in the UK, with consumers willing to pay more for products that will enable them to put a true taste of the country on the plate.

They’re looking for premium options, brands with heritage, and to discover both new and classic sauces and seasonings.

What to stock: For starters, ensure you’ve got some good tortilla chips in your snacking selection and excellent quality dips (homemade or otherwise) in the counter or chillers so customers can pop in on a whim and build a quick bowl of nachos on the fly. Build on these by stocking Mexican chillies (chipotle, ancho and guajillo are most commonly used and sought after), salsas, premium tortilla flatbreads, tins or jars of refried beans, hot sauces, pickled chillies, and, if you have a licence, Mexican beers and spirits. If you really really want to up the ante, seek out Mexican style cheeses as a finishing touch. British brands such as Yorkshire Dama are starting to craft them here.

4. Gourmet ready meals

A further hangover from Covid is the creation of a new wave of excellent quality premium ready meals, which are miles apart from the doldrums of what most supermarkets offer. These new makers’ priorities are real ingredients (bowing to consumer demand for clean labels and growing distaste for ultra processed foods), crafting in small batches ‘home style’, and focusing on sustainability. Brands such as By Ruby, Supper Club, Lodge Farm Kitchen and Fieldgoods are thriving. 

All customers need do is turn on the oven and sit back with a glass of wine.

What to stock: Seek out brands using excellent ingredients and eschewing additives. If you can find products in compostable packaging, all the better. Format-wise, it is worth having a range of portion options, from single (for those entertainers who need to prepare different dishes for different diets), to portions for two (date night), up to family-sized.

Some of the most popular choices of ready meal are lasagne, stew/casserole and chicken tikka masala.

5. Picky teas

Grazing is ‘in’, especially with younger dinner party hosts, who want minimal fuss, maximum impact. Their entertaining might be as simple as a few bowls and platters, served informally on coffee tables, with free-flowing wine and cocktails.

What to stock: Let’s start with drinks. There are some excellent quality boxed wines now available, appealing for value and ease of use. They’re ideal for crowds. Canned wines and cocktails appeal to the picky tea crowd too. 

As for food, we’re talking premium crisps (from olive oil cooked to truffle flavoured), charcuterie, cheeses, the best sausage rolls and Scotch eggs, and interesting prepared salads. All of these might already be in your wheelhouse as lunchtime offerings, but try reframing them for dinnertime, perhaps putting together ‘picky tea’ platters for customers to order in advance. Use the power of your social media channels to demonstrate what shoppers can buy for this kind of dinner party too, giving guidance on exactly what they need to feed four, six, eight, or even 10 or more people.

6. Crisps

We’ve written plenty recently about the crisp and drink pairing and loaded crisp trends. They’re both affordable, fun and creative ways to get stuck into food, and the easiest way to host a ‘dinner’ party when time is short. 

What to stock: Any speciality retailer worth their salt will always have a good selection of snacks and crisps in their wheelhouse. Consumers in these settings demand products that really are a cut above what they can find in the supermarket, so seek out premium brands such as Two Farmers and Fairfields Farm, both of which also tick those sustainability credentials, and tap into the zeitgeist, by adding trending brands such as Brets (their flavour range is dizzying), Torres and Savoursmiths.

Use your social media channels to showcase your ideal crisp and drink pairings, and think about offering combined tastings, or creating special merchandising points putting complementary drinks and crisps together.

7. Easy Asian

Asian ingredients have taken off in a big way in Britain – chilli crisp becoming a fridge staple next to the mustard, mayo and ketchup.

Consumers want to recreate the dishes they’ve eaten in their favourite Japanese, Korean, Chinese, Thai and Vietnamese restaurants – but they don’t necessarily want to spend hours in the kitchen to achieve the end result.

They rely on retailers to provide the wherewithal to help them put together meals that give a lot of bang for their buck, in the shortest time possible.

What to stock: Intense broths infused with Asian flavours are a win (Truefoods just launched a range) with dried noodles. Both are growing in popularity, so make them your baseline – especially noodles, seeking better quality udon, ramen, soba, and rice noodles that will work in a variety of dishes. Don’t be without a decent rayu or chilli crisp, and be sure to offer gochujang, sriracha, light and dark soy sauce, fish sauce, oyster sauce, curry pastes from myriad Asian countries, and specialist herbs and spices. Help customers build their baskets without having to venture to their supermarket, with coconut cream, lemongrass (fresh or paste), lime leaves and other ingredients. You might even want to build a whole Asian section – those retailers already doing this are reaping the rewards.

8. Chicchetti

Think of chicchetti as Venice’s answer to tapas or mezze. It’s a concept that’s catching on in the UK, especially as travellers to the romantic Italian city look to recreate the little bites they enjoyed on their holidays. The popularity of restaurants such as London’s Polpo have increased awareness too.

Simple to make, super fresh, and taking the seasons into account, there’s real appeal to these Venetian nibbles, which typically include: plates of pickled vegetables, whipped salt cod on crostini (baccala mantecato), tramezzini (small crustless triangular sandwiches), small plates of grilled seafood, fritte (fried meat, fish or potato balls).

What to stock: If you, like many other speciality retailers, have invested in aperitif-type drinks over the summer so you customers can whip up spritzes, now’s the time to build some exciting food merchandising around them. Print out recipe cards for simple chicchetti they can make at home, signalling what you can bring to the table in store. Perhaps fresh prawns at the fish counter, the ripest tomatoes and burrata to top their crostini, or excellent quality Italian salamis and pestos to fill their tramezzini. Use social media to demonstrate how they can host their own chicchetti and spritz parties at home.

9. Fish Fridays

Friday night chippie teas have taken a knock with the cost of the classic British takeaway soaring in recent years due to the increased price of fish, oil and energy. But canny (excuse the pun) consumers are trying something new – tinned fish.

Bars, restaurants and even pubs have cottoned onto the trend, offering fish, bread and preserves as a light, easy-to-prepare starter, bar snack or sharing platter idea. Chef Jose Pizarro has even opened a restaurant dedicated to artisan tinned seafood.

As interest in this category grows, so brands are adapting the way they look and market themselves to a keen new audience. And British producers such as Rockfish and Sea Sisters are staking their claim in a sector that’s largely been dominated by Continental canners.

Consumers are more frequently adorning their store cupboards with the prettiest-looking varieties to pull out at a moment’s notice as a feast alongside proper crusty bread, butter and preserves.

What to stock: Sustainability is something we know speciality shoppers place a lot of value in, so look first to British producers, then to sustainably caught European seafood. Excellent quality salted, brined and olive oil preserved anchovies are a must, followed by smoked fish. Invest in superior quality tuna and salmon with real provenance. And don’t be scared to offer things that are a bit different, such as mussels in escabeche, squid and octopus – consumers are happy to experiment. Be sure to signpost to bread and accompaniments from your tinned fish collection (from pickles to hot sauce and gourmet mayo) to increase basket spend. You might also want to suggest they create flavoured butter boards to go with their purchase, leading them to the chilled and fresh sections of your store. Smoked paprika and lemon infused butter to go with smoked sardines. Chilli and samphire infused butter for tinned scallops. Make them feel the world really is their oyster.

10. Mezze and tapas

We’ve put these two small plate dining styles together because, quite frankly, that’s what modern shoppers are doing too. When comprising their parties, they’re not really worried about whether a platter of cous cous will look out of place alongside neatly built pintxos.

What they’re after is colour, vibrancy, exciting flavour combinations and simplicity. But they also put stock in quality, of course, and that’s what will lead them to your door.

What to stock: Mezze and tapas suitable products are often the backbone of delis – especially those with a continental steering. To keep customers coming back invest in the best you can afford to stock, and go for variety – after all, many of these types of items have a long shelf life. Excellent olives are absolutely essential, but also: SunBlush/sundried tomatoes, anchovies, jars of roasted peppers, jars of grilled/preserved artichokes, freshly prepared dips, Middle Eastern and Med style salads in your counter, barrel-aged Feta, halloumi, stuffed vine leaves, jars of giant beans in sauce, cured Spanish meats, whole chorizo. Provide pointers and recipe cards, especially in your fresh aisle.