Indulgence tops value for festivities again: Bidfood research

Christmas 2024 will see the return to the traditional demands of luxury and indulgence, according to Bidfood’s research into consumer decision-making over the Christmas period

While value for money was a clear priority in 2023, 68% of consumers[1] have said that they will be seeking a high-quality offering when eating and drinking out of home during the festive season.

The research revealed that 2024 will see an increase in consumers (20%) who see eating and drinking out as their primary way of socialising, ramping up what is already a busy period for hospitality workers. And, to support this important time for the hospitality sector, Bidfood’s festive range has been created to deliver high quality classic dishes, some of which are included in its new Star Deals promotion. The promotion focuses on 25 bestselling products.

The range also aims to provide a sense of luxury without taking up vital kitchen resources, such as its Classic Cuisine Blacksticks blue soufflé. And, with consumers looking for ‘fresh’, ‘quality’ and ‘local’ descriptors, the range also includes premium meat and vegetables.

Describing the range, Antonia Baker, Bidfood’s campaign and activation manager, said: “With a variety of new and returning products that stretch across a whole host of categories, including on-the-go, desserts, meat-free and of course luxury and quality, consumers will be spoilt for choice this festive season.

“Bidfood’s 2024 range seeks to assist and simplify the lives of operators over what is always a hectic period, whilst also offering delicious food to consumers, working to deliver the best festive period ever.

“We’ve also thought ahead while planning this year’s Christmas campaign and standing by our key ingredients to deliver service excellence, real value and a passion for food, introduced our Star Deals promotion. We know that after all the big spending at Christmas, consumers’ eating out habits will drop in the New Year and subsequently business for operators. This promotion will give our customers the chance to recover and grow during this January-February lull.”

Antonia also revealed that ginger is the festive flavour set to dominate this Christmas as Bidfood has created its own gingerbread village scene which will appear on it brochures and the latest addition to its delivery fleet.

Source: [1] Bidfood and 3Gem Christmas research, 2024

Antonia Baker Bidfood Christmas Foodservice research trends