Christmas 2020:
A celebration like no other

Some trends that appeared during Christmas 2019 were enhanced this year, like a meatless menu with less alcohol, and gifting through e-commerce. But this year saw more changes happening for three different consumer types:

1. Anxious bird
2. Caged bird
3. Free bird

The Anxious bird, still very concerned with the virus and its consequences, found solace in tradition, comfort food and nostalgic flavors to reassure themselves in a period of uncertainty. They looked for value offerings and accessible meal options. Practical gifting and personal care for their mind and body were favored options.

The Caged bird is willing to make the most of the situation and adapt. They created a premium experience at home: restaurant quality menus, meal kits to cook the perfect dinner, or the use of premium local products for instance. These consumers gave experiential gifting and brought some fun to the at-home celebrations, by having edible decorations or playful desserts.

In those few countries where the governmental restrictions were less strict, Free bird consumers, that have a low societal stress, embraced Christmas with a twist on traditions. They explored exotic meals, indulgent plant based options, premium products, edgy brands and crafty ingredients… everything that could help make up for the hard times.