UK consumers reveal favourite festive drinks: Brands, flavours and spending trends
The autumn and winter months mark the return of demand for festive hot drinks. YouGov research reveals that lattes and hot chocolates featuring flavours like cinnamon, pumpkin spice, and nutmeg are seasonal favourites. But what brands, flavours, and experiences are driving this trend?
Top brands for festive drinks
Costa Coffee and Starbucks emerge as the top choices when consumers are asked which brands they most associate with holiday-themed beverages. Roughly half of respondents choose these chains (50% for Costa and 49% for Starbucks). Other popular spots include Caffé Nero (21%), Greggs (18%), McCafé (15%), and Pret a Manger (11%). Supermarket cafés such as M&S Café (11%), Tesco Café (6%), and Sainsbury’s Café (5%) also feature on the list, though they rank lower than the coffee giants.
Gender plays a role in brand preferences, with women more likely to choose Costa (58%) and Starbucks (55%) compared to men, who show 41% and 43% interest, respectively. Age also influences brand loyalty. Starbucks is particularly popular among younger adults, with 62% of 25-34-year-olds and 64% of 35-44-year-olds favouring the chain. Costa Coffee, meanwhile, enjoys broader appeal among the 35-54 age group, with 59% in both the 35-44 and 45-54 brackets choosing the brand during the festive season.
Most popular festive flavours and likelihood of spending this year
Among those who enjoy festive hot drinks, Baileys-infused options top the list, with 39% naming it their favourite seasonal flavour. Cinnamon (36%), chocolate orange (34%), and gingerbread (34%) are also popular choices, followed closely by salted caramel (33%), hazelnut (29%), and pumpkin spice (24%). Spiced chai (17%) and peppermint (16%) appeal to smaller groups, while eggnog is the least popular, with just 12% selecting it as one of their top flavours.
Younger drinkers, particularly those aged 18-24, are the biggest fans of cinnamon (46%) and gingerbread (42%), while peppermint proves especially popular among this group, with 25% naming it their top festive flavour. Among 25-34-year-olds, chocolate orange leads as the top choice (44%), followed by Baileys (39%). Hazelnut (37%), Baileys (36%), cinnamon (36%) and gingerbread (35%) are almost equally popular among those aged 35-44. Eggnog consistently ranks lowest across all age groups.
As consumers look ahead to the festive season, many are evaluating how their spending habits on seasonal drinks might shift. When asked how their purchasing habits might compare to last year, 36% of respondents say they are more likely to indulge.
Among those more likely to buy festive drinks this year, 44% say promotions and discounts act as motivators influencing their purchase decisions, while 43% say family and friends’ recommendations play a role. Additionally, 26% say they would be more inclined to purchase if the festive flavours were inspired by British classics like apple crumble.
The appeal of festive drinks extends beyond flavours and brand loyalty. Many respondents agree that these drinks help evoke a sense of holiday cheer, with 50% of UK adults agreeing that festive drinks get them into the holiday spirit. Furthermore, 41% agree that festive drinks can become a social occasion.
Price points are another significant factor. About 30% of respondents are willing to spend up to £3.00 for a festive hot drink, while 35% are comfortable with spending between £3.01 and £4.00. Around 17% are open to paying between £4.01 and £5.00. Gender differences emerge, with women more likely to spend in the £3.01 to £4.00 range (40%) compared to men (29%).
The older generation are willing to spend the ‘standard coffee price’ for festive drinks, with 36% of 55+ saying they would buy a festive drink for up to £3.00. On the other hand, younger consumers are willing to spend a higher amount for seasonal flavours.
The influence of visual appeal
The aesthetic appeal of festive hot drinks also cannot be overlooked, especially in the age of social media. More than two-fifths of respondents (45%) who would do anything to get an Instagram worthy hot drink picture say they would visit a pop-up shop to capture the perfect festive drink photo, while 39% are willing to wait in line for under 30 minutes to do so. Price is not a deterrent for all, as 28% of respondents say they would pay a higher price for a drink that looks great in photos. Additionally, 28% say they would travel to visit retailers selling these aesthetically appealing beverages, and 12% admit they would even buy a flavour they do not enjoy just for the visual appeal of the drink.
Loyalty rewards as a purchase driver
When asked about their purchase behaviour if extra rewards such as double points or stamps were offered, 42% of respondents say they would be more likely to buy festive drinks. Younger drinkers are especially responsive to such incentives, with 40% of 18-24-year-olds and 39% of 25-34-year-olds indicating that loyalty rewards would make them more likely to purchase festive drinks.
As the festive season draws closer, the enthusiasm for holiday-themed beverages continues to grow, driven by a combination of brand loyalty, unique flavours, and the desire to share in the holiday spirit.
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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on October 15, 2024, with a nationally representative sample of 2,084 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
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