Brits dream of traditional Christmas, survey finds

• New research from NFU Mutual reveals 64% of Brits feel tradition is the most important factor when planning their Christmas dinner, with roast potatoes the most popular item
• Pigs in Blankets deemed more essential than turkey or brussels sprouts
• Festive foodie opportunities for farmers and rural businesses

The British public are dreaming of a traditional Christmas, opting for classics such as roast potatoes, farm-reared turkey and gravy over more unusual dinner choices.

The new poll by leading rural insurer NFU Mutual will come as a boost to the nation’s farmers and independent rural businesses providing Christmas fodder for people up and down the country.

Sixty-four percent of people said tradition was the most important factor when planning their Christmas dinner, and a whopping 74% stated roast potatoes were essential to the plate.

This was closely followed by gravy (58%), pigs-in-blankets (45%), and farm-reared turkey (37%), with 37% plumping for the humble brussels sprout.

The results suggest the traditional Christmas dinner is sacrosanct, but shockingly, over a third of those surveyed said non-traditional Yorkshire Puddings were essential.

When it comes to the centrepiece, turkey still rules the roost with 37% saying it is essential to the Christmas dinner, while 14% opted for beef. Four in every hundred say a nutroast is essential while 3% want fish and 2% selected goose.

In addition to tradition, Brits want something easy to cook (31%) and nearly a quarter had their eye on getting good leftovers when planning their Christmas dinner.

More than one in five sought special ingredients while over 20% said good food and wine pairings were essential.

Hannah Binns, NFU Mutual Rural Affairs Specialist, said: “British farmers and rural businesses have their own long-standing tradition of providing the nation with high-quality, nutritious, and affordable food, especially at Christmas.

"Our research shows roast potatoes are the most essential item for a Christmas dinner, closely followed by gravy and that festive favourite, pigs in blankets. 

“Turkey was predictably the most popular centrepiece while Brussels sprouts were voted the most essential vegetable.

"Even though Brits still strive to put on the perfect Christmas roast, a third believed Yorkshire Puddings belonged on the plate, which will no doubt spark debate with traditionalists.

"The good news for British farmers and growers and other rural businesses is that they are perfectly placed to provide people's dream food throughout the festivities and into the new year.”

Emma Mosey, Farm Retail Association Chair, adds: “It’s the busiest time of year for our farm retailers and many host additional events and extended opening hours to increase footfall.

“Customers may be watching their pennies in these difficult times but consumers are more mindful than ever of where there food comes from and supporting local producers and independent retailers – for which we are very grateful.”

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For further information or interview requests contact: 

Hannah Binns, NFU Mutual Rural Affairs Specialist

hannah_ binns@nfumutual.co.uk 

Notes to Editor:

* The research was carried out between 27th to 28th November 2023 by Yonder on behalf of NFU Mutual, with 1,085 responses from across the UK.

About NFU Mutual:

NFU Mutual offers a wide range of products, including general insurance, life, pensions, and investments. These products and services are delivered through our network of NFU Mutual Agent offices, as well as through our direct sales and service centres. With more than 280 local businesses located in rural towns and villages throughout the UK, NFU Mutual has become part of the fabric of rural life and remains committed to serving the needs of our members nationwide. 

NFU Mutual is proud to deliver more than simply insurance. Making farming safer, supporting rural initiatives across the UK and helping to look after the environment are just some of the ways we do that. To find out more about everything we do to support our communities, visit https://www.nfumutual.co.uk/about-us/responsible-business