Quick Insights (Vypr): Christmas desserts around the world

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We explored how tradition and discovery shape festive dessert choices across five markets, combining quant, free text and behavioural insight to understand what people reach for and where they are open to something new. 

 

What we found 

  • UK: Christmas pudding 64%, mince pies 61%; 62% likely to try new. 
  • Italy: Panettone 81%, Pandoro 71%; 88% likely to try new. 
  • Germany: Lebkuchen 63%, Spekulatius 58%, Stollen 52%; 64% likely. 
  • Australia: Pudding 62%, Pavlova 37%; 71% likely (summer favours chilled). 
  • US: Christmas cookies 52%, fruitcake 17%; 58% likely. 

Why it matters 
Tradition anchors choice, but there is real space for seasonal innovation, especially in Italy and Australia. In the US, festive rituals like baking and decorating are the key entry point. In Germany and the UK, premium twists on familiar classics resonate most. 

 


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