Christmas is a huge occasion in the snacks category for convenience retailers as families get together for extended periods and indulge in eating and drinking – drinks that need snacks to soak them up and meals that require crunchy, tasty punctation points between sit-downs at the dining table.
As shoppers stock up for Big Nights In and extended celebrations, the festive period delivers a substantial spike in crisps and snack sales that savvy retailers cannot afford to miss.
The snacks category itself is experiencing robust growth, defying challenging economic conditions, which makes the Christmas trading period particularly promising for independent retailers. With 99 per cent of people in Great Britain consuming savoury snacks and 50 per cent purchasing them from convenience outlets [Kantar Worldpanel], the category represents a crucial sales driver worth £6bn annually and growing at 3.3 per cent [Circana].
The Christmas opportunity
The festive season transforms snacking behaviour as Christmas delivers a huge spike in sales, with large sharing formats performing particularly well as shoppers prepare for cosy nights in with family and lively festive gatherings. Last year's performance data illustrates the scale of this opportunity: Pringles 165g cans accounted for 10.4 per cent of all large sharing snacks in December, with an uplift of 36 per cent during the festive month compared to the four-week average in 2024. Notably, these sales were 24 per cent higher than during the Euros, demonstrating that Christmas remains unbeatable when it comes to the sharing occasion.
Individual products can achieve remarkable sales during this period. Pringles Sour Cream & Onion was the fourth bestselling grocery line in the week leading up to Christmas, with Original positioned eighth. The brand's overall Christmas performance is equally impressive: last December alone, one in three households purchased Pringles, equating to over 25 million packs sold – almost 11 every second.
Whilst savoury snacks dominate impulse purchases, sweet biscuits play an equally important role during the festive season. Despite economic headwinds, the sweet biscuits category performed well during Christmas 2024, worth £99m, up 3.8 per cent year-on-year [NIQ and Kantar].
Within this, seasonal biscuits – which encompasses assortment packs and festive flavours – performed particularly well, growing in value by 10.9 per cent and in volume by 6.2 per cent, outperforming the rest of the biscuit category significantly.
Fox's Burton's Companies (FBC) retained its place as the number one seasonal biscuit manufacturer for the third year in a row in 2024, with Fox's Classic Assortments as the number one branded assortment at Christmas and Paterson's being the UK's number one shortbread biscuit brand, recording four times the volume of the nearest branded competitor.
“While the ongoing cost-of-living pressures may curb overall Christmas spending, we expect that, much like in 2024, sweet biscuits will benefit from shoppers seeking affordable ways to indulge themselves.” David Hebson, Trade Marketing Director at Fox's Burton's Companies, says, “It's no surprise that the premium biscuits category is now worth £396.3m, growing 3.3 per cent year-on-year, as shoppers increasingly trade up from everyday biscuits in search of affordable luxuries.”
Leading biscuit brand OREO is returning for more Christmas fun with the second year of limited-edition OREO Gingerbread. The gingerbread-flavoured cookie was one of 2024's biggest branded seasonal launches [NielsenIQ]. OREO is also launching a brand-new OREO Assortments pouch, featuring three different types of OREO, perfect to share with friends and family on those cold nights in. The brand is also bringing back OREO White Enrobed, Mondelēz International’s No. 1 festive biscuit in 2024.
Start early for max returns
For convenience retailers, timing is crucial to maximising festive snacking sales. Industry experts recommend stocking up from October for an early start to profit from repeat purchases, as festive snacks don't last long on shelves. The run-up to Christmas begins in earnest in September with a “fast start”, where 25 per cent of all Christmas confectionery sales occur in the first period of the season.
The biggest opportunity for retailers to win with seasonal biscuits this Christmas is making sure that they are offering the right range, at the right time. “Seasonal biscuits can play multiple roles across the golden quarter and provide retailers with lots of opportunities to maximise sales,” Hebson notes.
Early in the festive season, pre-Halloween, is when smaller seasonal packet lines perform particularly well as shoppers look for a first taste of Christmas. Assortments then ramp up significantly throughout November and December, reaching their peak in the week before Christmas as shoppers look to stock up on at-home sharing products and last-minute gifts. While assortments remain the main driver of incremental spend across the season, making up 73 per cent of sales [NIQ], as the big day approaches, there's also an increase in tins – solidifying seasonal biscuits as a must-stock gifting opportunity.
“Retailers should therefore ensure they’re offering the relevant ranges and brands to suit these different seasonal shopping missions as well as merchandising them effectively in impulse sites to drive basket spend,” Hebson suggests.
Innovation driving sales
New product development plays a vital role in generating excitement and encouraging experimentation during the Christmas period. This year sees several major brands launching innovative seasonal products designed to capture shoppers' attention.
Retailers should stay well stocked on premium biscuits that offer new and interesting festive flavours to entice impulse spending. Fox's Winter Spiced Cookies, new for 2025, offer consumers the spicy tinge of Christmas, with milk chocolate chunks coated in chocolate. The Fox's Chocolatey brand underwent a refresh during the summer, alongside a £3.2m ATL campaign. The re-stage brought together Fox's Fabulous Cookies, Fox's Fabulous Viennese, and Fox's Fabulous Rounds under the new Fox's Chocolatey Masterbrand. Available as PMPs, the move was designed to deliver on its promise of generosity – a key shopper mission during the festive period – that reinforces indulgence, quality and premium taste.
Pringles is turning up the festive fun with the launch of Santa's Secret Flavour, a brand-new Christmas-inspired mystery flavour. Following the sell-out success of its first Mystery Flavour earlier this year, Pringles is adding a seasonal twist on its viral guessing game.
“Designed to spark debate around the table, this limited edition will have people guessing with every crunch. The flavour is brand new to the UK, making its debut as part of Pringles' festive line-up,” Rebecca Worthington, Head of Salty Snacks at Kellanova, says.
Christmas wouldn't be complete without the classics, however. Back by popular demand, Pringles Roast Turkey Flavour and Pigs in Blankets Flavour are making a return to shelves. All three products are available in 165g formats in grocery and symbol stores.
Golden Wonder is also delivering festive innovation with a range that includes Glazed Ham Baubles – bite-sized baubles of festive happiness – and Honey Glazed Christmas Tree Tortillas, sweet crunchy Christmas trees to decorate snack bowls. The festive line-up also includes Turkey & Stuffing Crisps and Beef & Gravy Ridges, featuring thicker cuts and deep ridges to hold their tongue-tingling flavour.
“At Christmas, consumers are looking for something a bit different,” Matt Smith, Marketing Director at Tayto Group, says. “Our festive range brings the joy of Christmas to the snacks aisle. From our ever-popular Turkey & Stuffing crisps to our brand new Christmas Tree Tortillas, there is something for everybody. For retailers looking to cash in on festive snacking, our limited-edition Christmas range should be on your list.”
Strengthening the festive offer
Biscuits and other savouries are extremely popular in the festive season, both as gifts and to share during gatherings. They provide an important taste counterpoint to the sweetness of candy and chocolates.
Mondelēz International has unwrapped its festive range with new treats and returning favourites. Products appearing on shelves early in the season include Cadbury Mini Snow Balls tablet, the number one Christmas block in independent retailers and symbol groups [Nielsen I&S, 24w/e 28.12.24], as well as sharing ranges including Cadbury Roses and Cadbury Heroes, both featuring stunning new designs.
Self-eat products such as Cadbury Puds are key as shoppers get into the festive spirit. Cadbury Puds are the number one SKU in the self-eat novelty category in independent convenience and symbol stores and grew five per cent in 2024. The range expanded last year with Cadbury Mini Puds, bringing this festive favourite into a bitesize bag format for the first time. Clip strips are available with Cadbury Mini Puds, which will disrupt shoppers in-store and drive pick-up.
Cadbury reintroduces its festive Secret Santa Postal Service
Cadbury Snowy Fingers, the winter twist on the classic Cadbury Fingers with a milk and white chocolate coating, is also returning to shelves for 2025, alongside Cadbury Festive Animals, to tap into more festive joy.
This year sees something unique for shoppers' advent countdown with the launch of the Cadbury Dairy Milk Biscoff Advent Calendar, featuring 24 Cadbury Dairy Milk chocolates. Twelve of these are Cadbury Dairy Milk chunks whilst the other 12 are Cadbury Dairy Milk chunks with crunchy Lotus Biscoff pieces and Biscoff spread.
“Our hugely successful Cadbury Dairy Milk Biscoff bars are also expanding into a new, larger gifting format, as they’re simply too delicious to be enjoyed alone,” Nicole Partridge, Senior Brand Manager, Christmas, at Mondelēz International, reveals.
Partridge recommends retailers to also stock the Cadbury Dairy Milk 90g Advent Calendar, the No. 1 category SKU [Nielsen 23w/e 28.12.24], which marks an accessible entry point to the category.
“With Cadbury being the leading Chocolate supplier, we're in a great position to spruce up retailers' ranges this winter, with our much-loved seasonal range,” she says. “Our iconic seasonal products allow consumers to tailor their festive snacking to their own requirements. Whether that's a quick bite while relaxing in front of the TV with our Cadbury Mini Puds or providing an array of snacks for the whole family with a Cadbury Dairy Milk Mixed Chunks sharing tin, it has to be Cadbury this Christmas.”
Power of PMPs
Price marked packs are particularly important at Christmas, helping consumers keep an eye on basket budgets during a high-spend season whilst encouraging impulse decisions, especially for last-minute pre-party top-ups.
Cheez-It continues to build momentum in the UK, having generated £24 million in sales since launching last summer [Circana]. The 120g PMP format (RRP £2), launched earlier this year, is perfectly placed to help retailers maximise impulse sales. Available in two popular flavours – Great Taste award-winning Double Cheese, and Cheese and Chilli, a hot variant that caters to the nation's growing appetite for spicy snacks – the format offers both value perception and convenience.
Major brands are backing their festive ranges with substantial marketing investment designed to drive footfall and sales for retailers. Kellanova has announced the launch of a festive campaign, offering one lucky retailer a chance to win £10,000 in cash.
Running for eight weeks from 31 October across symbols and independents, the “Deck the Shelves” competition is open exclusively to purchases of Pringles PMP and Cheez-It PMPs in both large sharing and single formats. Retailers can take part by purchasing any case of qualifying PMP product and either scanning the QR code in depot or visiting the campaign microsite. From there, they will be directed to complete a short entry form and upload a copy of their receipt.
“This Christmas, we want to give back to the hardworking retailers who go the extra mile to keep their stores stocked and communities happy over the busy festive period,” Worthington says.
“The campaign is a fantastic opportunity for store owners to maximise their snack sales at such a key time of year for the category, while simultaneously creating excitement for their customers. We encourage all retailers to get involved and spread some festive cheer – you never know, you could be starting the new year with an extra £10,000 in your pocket!”
Kellanova is also launching a promotion for consumers, offering the chance to win instant £100 Prezzee gift cards through a QR code found on pack. The QR code will also feature on point of sale, with hundreds of kits available to help retailers create buzz in store, including fully branded slim FSDUs plus eye-catching posters and shelf cards.
The critical final push
In December, shoppers make their final purchases in the run-up to Christmas Day. In fact, 50 per cent of winter sales are made in December, with seasonal confectionery growing by 55 per cent in the week of Christmas. December remains a key sales period for retailers to drive sales through gifting and sharing formats.
Selection boxes such as the Cadbury Medium Selection Box, an ideal stocking filler and the number one SKU in the category, perform particularly well during this period. Cadbury Milk Tray also sees strong sales.
Gifting blocks make up five per cent of total winter confectionery sales, making them essential for retailers to stock in the weeks leading up to Christmas Day. For 2025, Mondelēz International is introducing a Cadbury Dairy Milk Biscoff 350g block to shelves, helping retailers further tap into the sharing occasion.
The company is also bringing back a family favourite with the return of the Cadbury Dairy Milk Coins, which were a huge success in previous years. In 2024, Cadbury Milk Coins was the number one gifting novelty SKU across the whole market, having sold over 4.5 million packs since its relaunch in 2023. This product is also available in clip strips to prompt stocking filler purchases with shoppers.
Festive trends
Flavour remains the number one influence on crisp purchase decisions, driving choice on 53 per cent of all occasions [PEP Bolt Insights]. During Christmas occasions, snacks are about more than sustenance – they're about enjoyment too.
Shoppers continue to value brands they know and love within the category, not only seeking out familiar, much-loved brands but their favourite flavours too. It's therefore key that retailers stock a strong range of bestselling products during the holiday season. However, whilst a strong core range is absolutely vital, retailers need to get the right balance between much-loved favourites and exciting new products that will encourage experimentation with new flavours and formats.
The Big Night In occasion remains as popular as ever as shoppers look to save money by hosting Christmas celebrations at home. As consumers come together to connect and socialise during these Big Nights In, many will be looking for larger pack sizes of their favourite savoury snacks that they can enjoy together. This trend is particularly significant given that convenience shoppers are buying 3.5 per cent less per trip now in 2025 versus two years ago [Kantar Worldpanel]. Retailers should therefore cater their snacks offering towards popular shopper trends that are likely to prompt shoppers to increase their impulse purchases ahead of the Christmas season.
Independent retailers have unique advantages that can help them compete effectively with supermarkets during the festive period, particularly around their ability to respond quickly to trending moments and local community needs.
“Some independents may argue that they have less freedom to stock their store the way they wish due to store size and budgetary concerns. However, we all know how vital independent stores are to the local community. The thing that sets them apart from supermarkets is that they can be just that – independent – and react to trending moments,” Hebson says.
There's been a rise in at-home viewing parties for the biggest TV moments of the season, so independent retailers should be prepared for new festive film launches or events like the Strictly final with creative call-to-action POS at checkouts to help drive impulse purchases for customers who are on their way home to settle on the sofa and share a snack.
“Similarly, we'd also recommend retailers stay close to trending consumption events on social media to give them the edge,” Hebson adds. “For example, 'bring a board' nights have been trending on social media around the festive season as families and friends look to gather at home, so being reactive and setting up bundle offers in store, and grouping festive-themed items in end-of-aisle displays are a great way to stand out against the multiples.”
This agility and community focus gives independent retailers a distinct advantage in capturing impulse purchases and building basket value through carefully curated displays that respond to local demand and cultural moments.
Beyond Christmas
As shoppers move past festive indulgence and into the New Year, many look to make healthier choices, and snacking is no exception. With more consumers seeking high-protein, lower-calorie foods that fit into active lifestyles, the jerky and biltong segment is fast becoming one of the most dynamic parts of the bagged snacks market.
Shaun Whelan, Convenience/Wholesale and OOH Controller at Jack Link's, says the category is “one of the fastest-growing segments within crisps, nuts and bagged snacks, now worth over £40 million RSV and continuing to expand in both value and volume.”
Demand for high-protein, low-calorie snacks has created fresh momentum in the meat snacks category. Whelan adds: “As more shoppers look for healthier alternatives, meat snacks are becoming an increasingly relevant choice for those who want a tasty yet better-for-you option. With fewer than one in ten households currently purchasing jerky, there is still a significant opportunity to drive further category expansion. The combination of protein-rich nutrition and great taste makes jerky a compelling snack for busy, health-conscious consumers seeking a natural alternative to traditional crisps.”
The growth of Jack Link's has been fuelled by both health and flavour considerations. As consumers demand more exciting and functional snacks, the brand's range of protein-rich beef jerky has struck a strong balance between taste and nutrition.
“Our Beef Jerky Original 25g has the highest unit rate of sale in the category, providing an accessible entry point for new shoppers, while our 60g pack continues to perform strongly in value terms,” Whelan says. “Flavour innovation is key to driving engagement, we have seen particular success with our Sweet & Hot and Teriyaki varieties, which deliver a balance of heat and indulgence and tap into consumer demand for global and adventurous flavours. Once shoppers try our jerky, they tend to come back – a clear sign of the category's appeal as a satisfying, protein-packed alternative to crisps.”
With health and wellbeing shaping shopper behaviour, Jack Link's has become a natural fit for consumers seeking functional yet indulgent snacks. Whelan says: “Jack Link's offers a naturally lean, high-protein, low-calorie snack that fits perfectly into busy lifestyles. Our core audience value the convenience and lasting energy of a portable, ready-to-eat snack that keeps them going throughout the day. Made from 100 per cent lean beef, it provides fewer than 70 calories per 25g serving and is naturally low in fat, a great example of how indulgence and functionality can go hand-in-hand.”
In-store performance
For independent retailers looking to maximise their festive snacking sales, merchandising and range planning are critical. Stocking both single and large sharing packs ensures retailers cater to multiple shopper missions, from quick, on-the-go treats to party-ready purchases.
Placing complementary products together on-shelf or in feature displays transforms stores into one-stop snacking destinations. A coordinated layout encourages cross-purchasing, where shoppers are inspired to pick up multiple products, increasing basket size and overall sales.
Retailers should ensure they're offering the relevant ranges and brands to suit different seasonal shopping missions as well as merchandising them effectively in impulse sites to drive basket spend. For biscuits specifically, this means stocking smaller seasonal packet lines early in the season, building assortment displays through November and December, and ensuring tin availability as Christmas Day approaches.
For jerky and biltong, retailers can maximise potential by ensuring strong visibility on the main savoury snacks fixture alongside crisps, nuts and bagged snacks, where shoppers expect to find it. Dual placement encourages trade-up purchases, whilst clip strips are an effective way to capture impulse sales. These products don't require refrigeration and have a nine-month shelf life, which means minimal wastage and reliable margins.
“Great merchandising is key to great category visibility – the unseen is unsold,” Whelan notes. “Retailers should brand-block Jack Link's bestsellers on the bagged snacks shelf and use clip strips across the store to prompt unplanned purchases. Stock availability and strong promotions are essential to maintain momentum.”
The holiday season is also the perfect time to capitalise on new promotions and activations. Participating in initiatives like “Deck The Shelves”, picking up supporting point of sale, and utilising merchandising tools drives engagement and impulse purchases.
The festive snacking opportunity represents a significant sales and profit driver for independent convenience retailers. With the right range, merchandising approach and supplier support, retailers can maximise returns during this crucial trading period whilst building foundations for sustained category growth into the new year. The combination of savoury snacks, sweet biscuits and emerging health-focused alternatives provides multiple opportunities to capture basket spend across different occasions, from Big Nights In to last-minute gifting and post-Christmas health goals.