31% of Brits hosting this Christmas have no plans to serve the traditional Christmas pudding, and one in five believe it’s heading for extinction within three years.
It comes as almost half (48%) of 16–26-year-olds say they don’t like it, yet 37% have never even tried it.
Ready for a change, 80% of the nation would love to see the classic dessert given a modern twist.
Opened yesterday Thursday 24th and today Friday 25th November, Sainsbury’s FREE Pud You Dare Café, gives guests the chance to try out modern and traditional versions of the Christmas pudding.
The traditional Christmas pudding could soon become a dessert of the past, as a third of Brits (31%) hosting this Christmas, that's over six million people, don't plan to serve it this Christmas. Once a firm Christmas staple, the dessert is becoming less and less popular, with one in five claiming they have never tasted one, rising to over a third for Gen Z (37%).
What’s more, new research from Sainsbury’s revealed a further one in five Brits believe the Christmas pudding is heading for extinction and predict it will be gone within three years, on average. The decline comes as a quarter of Brits (36%) claim they dislike the taste.
Preferring more modern flavours, Gen Z heads up the extinction of the traditional pud, as almost half say they don’t like it (48%) and one in five have no plans to ever give it a try. Classic Christmas pudding rituals could also be forgotten within a generation as 57% of 16–26-year-olds didn’t know about flaming a Christmas pudding with brandy, and 70% are unaware it’s traditionally served with a coin. A massive 63% even think the mincemeat contains actual meat.
In a bid to put the pud back on the hot list and show the next generation of hosts what they’re missing out on, Sainsbury’s has opened the ‘Pud You Dare Café' the UK’s first ever café dedicated to the iconic Christmas dessert.
This year, the supermarket revealed its brand-new twist on the classic, the Taste the Difference Caramelised Biscuit Pudding, a delicious take on the traditional, that’s drizzled with spiced caramel sauce and sprinkled with caramelised biscuit crumb. This comes as research reveals salted caramel is among the nation's favourite dessert flavours.
Pud You Dare visitors can enjoy the original and new variation of the Christmas classic for free, as the research revealed a whopping 80% of people agree they’d give it a try if it had a more modern twist.
It’s not just the Christmas pud that will be getting the modern treatment this Christmas. Of the Gen Z-ers hosting Christmas this year, a quarter (27%) plan to serve pizza, 18% are considering serving burgers or pasta, and 17% say they'd serve fish and chips. In fact, 31% say they'll refuse to serve traditional food this year.
Conversely, almost half of baby boomers say they'll firmly refuse to eat anything other than a traditional Christmas dinner, leading to a quarter of Brits admitting they've already disagreed with their families about who'll host this year (26%) as the nation’s Christmas eating habits become generationally split.
Claire Hughes, Director of Product and Innovation at Sainsbury’s said: “Our insights revealed the past three years has seen the biggest shift in flavours favoured by the nation than during any other time. The Christmas pudding has slowly fallen from favour, but many of those who've written it off completely have never even tried it! We hope our café gives them the chance to change their minds.
“Although a Christmas pudding fan myself, I love embracing new flavours and it was lots of fun creating the Taste the Difference Caramelised Biscuit Pudding to appeal to a new generation. We hope that by introducing this modern take on the traditional pudding to our range, the love for this classic can be rekindled once more people have tried it.”
The free ‘Pud You Dare Café’ was open on Thursday 24th November from 12pm – 7pm, and today, Friday 25th November from 11am – 7pm, with Sainsbury’s donating £3 on behalf of each customer to Comic Relief to help tackle food poverty this winter.
Those attending the café can enjoy the Taste the Difference 18 Month Matured Christmas Pudding, alongside the brand-new Taste the Difference Caramelised Biscuit Pudding with a choice of toppings for a personalised pud experience.
The new take on the traditional dessert features a fruity sponge to please every palate but with an innovative twist and a burst of new flavours. Vine fruits laced with a hint of brandy for a boozy hit are combined with a generous drizzle of spiced caramel sauce and caramelised biscuit crumbs to create a delicious fusion of traditional and modern tastes. The Caramelised Biscuit Pudding will also be on offer for £10 from Friday 25th November until Saturday 24th December, along with deals on other Christmas puddings in the Sainsbury’s range.
Giving the Christmas pudding the showstopping moment it deserves, Sainsbury’s launched its 2022 Christmas advert earlier this month, with the new Caramelised Biscuit Pudding taking centre stage. View the full ad here.
Any surplus food will be provided to Sainsbury’s long-term redistribution partner, FareShare, through their London delivery partner The Felix Project. Sainsbury’s and FareShare continue to work together as part of their shared mission to support communities with access to food.
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