Quality Street has emerged as the leading brand for gifting this season, showcasing a remarkable 38% increase in popularity among voters aged 25-34 compared to the previous year. This surge reinforces the brand’s prominence in the holiday confectionery market.
Furthermore, 50% of Brits reported purchasing tubs of chocolate during Christmas, citing they are ‘great for sharing.’ Additionally, 44% of individuals opt for Christmas confectionery pouches to enjoy with family and friends, indicating a strong communal aspect to festive celebrations.
Sustainable Christmas
Regarding sustainability, 65% of consumers believe it is somewhat to very important for heritage brands to take significant actions towards sustainability during the holiday season. This awareness underscores the expectation for brands in the food manufacturing sector to prioritize eco-friendly practices.
Commenting on the research, Lisa Butterworth, brand manager for Quality Street, stated: “We are so proud that the UK public has recognised Quality Street as the food and drink brand that Christmas wouldn’t be Christmas without. Each year, Quality Street brings people their favourite sweets in special tins, tubs and pouches that let people embrace a family favourite tradition.”
“We never lose sight of the special place that Quality Street has in people’s hearts, and as we move into a more sustainable future, we do all we can to give our beloved customers the best of our brand.”
Christmas Trends
The findings from OnePoll’s survey align with new research conducted by consumer insights firm Vypr. This research indicates that UK consumers are reducing the amount they eat and drink over Christmas, signaling a shift away from overindulgence towards healthier choices and more mindful purchasing during this festive period.
Notably, over half of UK consumers (52%) plan to eat and drink less this holiday season, highlighting a growing trend towards healthier holiday habits within the food manufacturing industry.
In addition, Quality Street is set to ditch plastic this Christmas in favor of an all-paper tub, a strategic decision that could significantly reduce CO2 emissions associated with the brand.
