Speciality Food - October 2025

CHRISTMAS 2025 @specialityfood little luxury in their everyday lives. Retailers should look for treats that are beautifullymade, well-portioned, and craftedwith high-quality ingredients. Consumers increasinglywant choice – options that feel special without being heavy or overly processed,” she continues. “We see a continued shift towards mindful indulgence. Peoplewant to enjoy treats that fit seamlessly into their lifestyle – lighter, balanced options that still feel like amoment of joy. Innovationwill come from reimagining classic indulgences in new, exciting formats that deliver on taste, quality, and feel-good enjoyment.” International fusion “Froma flavour perspective, you could say it’s nailed on for festive versions of the Dubai chocolate phenomenon to appear during Christmas 2025, both in themainstreamand artisanal space,” says TomGatehouse of Egg Soldiers. “Its trajectory in trend terms has been stratospheric, with the concept having only been born just three years S ome aspects of the festive season feel as though they’ve been around forever – and that’s part of the joy of Christmastime – but even themost tradition-rich of annual celebrations has space for innovation. This year, say the experts, smart retailers will be satisfying their customers’ demands for traditionwith 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; theywant the nostalgic WHAT’S TRENDING FORCHRISTMAS 2025 Four experts weigh in on the factors shaping the food and drink world this season QUICKFIRE TRENDS Intel from Matt Hopkins, founder & CEO of IND!E REGIONAL LOCALISATION & 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 & 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. TRADITION WITH A TWIST “C hristmas 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. “For example, 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…” ISOBEL SMITH FLOWER & WHITE TASH JONES FAIRFIELDS FARM CRISPS COMMENTATORS MATT HOPKINS IND!E TOM GATEHOUSE EGG SOLDIERS flavours they knowand love, but also new twists that make festive gatherings feel special,” explainsMatt Hopkins, founder and CEO of IND!E. Guilt-free indulgence “Christmas is still the season of treats, but this year there’smore demand for smaller formats, permissible indulgence and valuewithout compromise. Peoplewant to feel good about what they’re serving and sharing,” he continues. Isobel Smith, marketingmanager at Flower &White, agrees. “Howwould you define guilt-free indulgencewhen 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 treatsmadewith 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 ago in theMiddle East. Major retailers jumped on the bandwagon earlier this year, and it’s the versatility of themagical pistachio, syrup-soaked knafeh pastry andmilk 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 withinAsian each year, withKorean and Thai flavours and formats an area towatch.” Dessert-inspired tastes “Classic desserts are inspiringwhole newproduct ranges. Frompuddings to patisserie-inspired flavours, consumers are drawn to the familiar but in exciting newguises,” saysMatt. “Retro, nostalgic, old-school – call it what you like, but the flavours (and the feelings you get from those flavours) could not bemore in,” agrees Tom. “Such feeling-filled flavours – from thewarmth of sticky toffee to the icy delights of knickerbocker glory – provoke feelings of comfort and nostalgia regardless of demographic. Taking a standwith innovative formats for these familiar flavours could be a shrewdmove,” he says. “Meanwhile, the UK-US link has grown stronger these past fewyears, withNYC-style pizza and bagels headliningwhat is a newwave of interest and success fromacross the pond. Banana creampudding, spumoni baked alaska, key lime pie – could one of these US desserts steal the showduring Christmas 2025?”