The traditional Christmas turkey is losing its festive crown, as a good majority of Brits plan to serve an alternative main dish alongside or instead of turkey this year, a recent report has claimed, suggesting that cost, taste, and climate consciousness are reshaping what traditional Christmas dinner looks like.
According to a new research from recipe box, Gousto, 64 per cent of Brits plan to serve an alternative main dish alongside or instead of turkey this year.
With over a third of Brits (36 per cent) choosing dishes that feel more traditional to their own family than turkey, households are embracing their own festive rituals that better suit their tastes and values.
Among those choosing alternatives for cost reasons, a quarter (25 per cent) of people serving fish and one in five (20 per cent) who serve chicken say they’re doing so specifically to reduce the cost of their Christmas dinner.
Those who typically buy premium meats, such as goose (20 per cent) and venison (22 per cent), are among the most likely to say they’ll tighten their festive budgets this year, suggesting even traditional meat-eaters are rethinking festive spending habits.
Following the government’s recent announcements on food inflation and potential tax increases, Gousto’s Festive Feasting Survey revealed that 75 per cent of Brits plan to make some adjustments to their Christmas food shop as a result. 29 per cent of Brits say they will be more cautious and make changes to their Christmas grocery spending, 24 per cent expect to make small adjustments, and 18 per cent are preparing to cut back noticeably.
While turkey remains the centrepiece for many, only 37 per cent of households now stick with turkey as their only main dish, signalling a growing shift towards more varied and personalised festive menus. The most popular alternative options are chicken (29 per cent), beef (24 per cent), and pork (13 per cent), while 7 per cent of Brits are planning a plant-based main.
The research shows that tradition is being redefined. Among those opting for something other than turkey:
- 36 per cent say they’re choosing dishes that are more traditional to their family than turkey
- 30 per cent admit that they simply don’t like turkey, but 18 per cent serve it anyway
- Gen Z is most likely not to serve turkey at all (43 per cent)
- 14 per cent are catering to vegetarian or vegan guests
- 14 per cent are looking to cut costs, and
- 12 per cent are motivated by sustainability concerns
Gousto’s Chef, Sophie Nahmad, said, “Our survey found the average person plans to spend £167.50 on their main Christmas food shop this year, so it’s no surprise that value is top of mind for many.
"While turkey remains the festive default, they can come with a hefty festive price tag. Budget-conscious hosts can find cheaper alternatives like chicken or pork that offer better value this year. We’re seeing more people think creatively about their Christmas table, mixing tradition with practicality, taste, and cost.”
Brits are also embracing plant-based alternatives as part of a broader move towards more inclusive and sustainable festive dining. While two-thirds (66%) of those serving a plant-based main say they’re doing so to cater for vegetarian or vegan guests, a further one in four (25%) are motivated by environmental concerns, reflecting how sustainability is becoming a central ingredient in the nation’s Christmas cooking choices. This shift highlights that even among non-vegans, there’s a growing appetite for greener plates and lower-impact festive meals.A more flexible festive feast
With fewer people feeling tied to the traditional turkey, Gousto’s Festive Feasting research highlights a clear trend: Christmas dinner is becoming more flexible and inclusive than ever.
Gousto Chef and Lead Recipe Developer, Sophie Nahmad, said of the results, “The variety on Britain’s tables this December shows how the nation’s tastes are evolving. Whether it’s swapping turkey for beef or adding a plant-based centrepiece, people are tailoring their festive feasts to their tastes, values, and budgets.”