Bring us some figgy pudding
Consumer research by LillyPuds reveals that even in today’s high tech, trend-driven world, when it comes to Christmas, tradition remains important to 49% of Brits. As such, the age-old tradition to end the meal with the humble figgy pudding very remains in play today.
Already invested in Christmas, artisan Christmas pudding producer commissioned the SMPL research to find out what exactly what Brits are planning for 2023.
According to the research, 35% start planning for Christmas in September and October. However, not everyone feels that way, with 53% of men waiting until December to wrap their heads around the season. Only 18% of women are late-starters.
Despite modern ideas and the rise of social media trends, a mere 4% seek out new trends to embrace each year, with the majority resorting to tried and tested traditions. Moreover, 37% say it’s essential to have a Christmas pudding every year. 37% opt for a thoroughly traditional recipe, while 24% will choose a subtle twist on the classic.
Although figures show Christmas pudding sales have fallen across major supermarkets over the past five years, there is increased appetite for premium products. Some data even suggests Christmas pudding consumption has actually risen across all generations. In 2018, only 35% of 35-54 year olds were set to eat one, compared to 56% in 2022.
“I think it’s because we all love nostalgia and the Christmas table isn't complete without a Christmas pudding, even if there are other dessert options,” said founder Alison Lilly.
Alongside Christmas pud, 60% of those surveyed will also buy a second dessert – something choccy-based comes out top choice - with dietary requirements, personal preference and quality ingredients being key considerations.
“Christmas is the time of year to be nostalgic and, faced with bleak headlines, people do look to food for comfort, whether that’s leaning into familiar favourites that feel like a warm hug, or harking back to humble childhood favourites,” said Lilly.
“I think that’s why Christmas puddings remain so popular and intrinsic to the celebration.”
Suffolk-based LillyPuds creates an extensive range of Christmas puddings to suit all tastes, from the classic to Gluten Free, Nut Free, Vegan, Figgy Pudding and Plum Puddings. The brand also produces a range of sponge puddings and sauces, so all bases will be covered.
LillyPuds are available online, from Amazon and independent retailers nationwide.
