As we prepare for a smaller celebration at home this year, we’ve seen brands like Disney and Coca Cola serve up large helpings of nostalgia in their ads with a side order of familiarity and comfort in the build-up to the big day. And a return to tradition seems to be extending to our choices on the dinner table too...
Traditional Christmas fayre, such as Christmas cake and Christmas pudding, have been in decline in the last three years. However, analysis of Google search trends shows the return of a more stereotypical traditional Christmas dinner as the centrepiece of the day, with search terms for recipes including Christmas dinner, Christmas pudding, pigs in blankets, turkey and cranberry sauce, significantly increasing in comparison to previous years.
The traditional Christmas menu staple, turkey, which had fallen out of flavour in 2018, has made a massive comeback in 2020, with data showing a 100% increase in search volumes. By far the most popular item of Christmas food is the humble mince pie, twice as popular as the nation’s favourite dessert of the good old Christmas pud, and even more popular this year than in previous years.
Retailers are also reporting a boost in sales of seasonal favourites such as ‘dried fruit, marzipan, candied peel and mincemeat’, while ‘first-time bakers’ have also sparked a surge in sales of pudding bowls and baking trays as consumers ‘embrace DIY Christmas treats'.
With veganism at an all-time high in 2020, trends for ‘vegan Christmas’ keywords show a tripling in popularity since 2016. Vegan Christmas dinner is the most popularly searched term, followed by vegan mince pies and vegan Christmas cake recipes. Whatever our dietary choices, it seems we’re all craving some normality and comfort in tradition.
3. A Handmade Tale