Report reveals Kiwis' festive dining shifts for Christmas 2024

Appetise Insights has released a new report revealing the latest trends in Christmas dining preferences among New Zealanders.

Toby Hilliam, Co-Founder of Appetise Insights, emphasised the importance of timely data for food companies. "The days of waiting months for consumer insights are over. Launching marketing campaigns and new food products that hit the mark, based on up-to-the-minute consumer sentiment, are key to remaining competitive," says Hilliam.

The report, which compiles data from 55,000 households in New Zealand and Australia, indicates that Christmas menu planning typically begins shortly after Halloween, with activity peaking just before the holiday itself.

In light of increasing living costs, many Kiwis are opting for more economical meal choices this Christmas, with chicken usurping turkey as the festive protein of choice. "A major trend we're seeing over the last three years is people switching to cheaper ingredients - like swapping turkey for chicken," the report highlights.

Shifts in culinary preference are also evident among the younger population, who are favouring contemporary and diverse meal options over traditional ones. The data suggests, "The traditional roast dinner is mainly enjoyed by middle-aged families, while younger consumers are more likely to go with salmon or freekeh salad." Keywords like "budget-friendly," "easy," and "kid-friendly" have also risen in popularity, reflecting a practical approach to holiday cooking.

Moreover, there is a notable increase in the incorporation of Asian flavours into Christmas meals. This aligns with a broader trend toward fitness-focused dining preferences, with increased searches for "healthy" and "high protein" options. "Recently, we've seen healthy and high protein choices gain importance," the report notes.

"This year's data highlights just how dynamic Kiwi preferences have become. The combination of cost-consciousness, modern influences and global culinary inspiration reflects a shift in how we celebrate. It's an exciting time for FMCG suppliers who can adapt quickly to these evolving trends to create products and campaigns that feel both timely and personal to what matters most to Kiwis right now," concludes Hilliam.