British Trifle is making a comeback

New YouGov research commissioned by Del Monte^®, the UK’s number one canned fruit brand*, has revealed we’re craving the comforts of ‘retro’ Christmas food, after nearly nine months of Covid-19 restrictions and with millions across the UK facing Christmas in Tier-4.

More than half (63%) would consider making, eating or serving ‘retro’ dishes from their childhood this festive period according to a December 2020 poll of 185 adults in the East of England. True to form (1), the generation most craving that nostalgic hit nationally was millennials (2), where 65% of 25 to 44 year olds across Britain would consider making, eating or serving retro dishes this Christmas.

The research explored the enduring popularity of the classic British fruit trifle. The iconic dessert remains wildly popular – two thirds (66%) in the East of England have eaten a trifle in the last five years, and nearly a quarter (24%) have made one in the same period.

When asked to choose between a traditional Christmas pudding or the quintessential trifle, more adults in East of England chose trifle (36.9%) than Christmas pudding (36.7%). Nationally, even more people chose trifle (41%) than Christmas pudding (33%).

In the poll, eight classic fruit-based desserts were presented to East of England respondents who were asked to pick all those they enjoyed eating as a child during the festive period. Trifle was by far the most popular (65%), followed by family favourite ‘fruit in jelly with ice cream’, enjoyed by 46%.

Lockdowns and limits on our social interaction have driven us to think ahead to Christmas earlier and more frequently than ever this year (3), and the demand for a reassuringly nostalgic Christmas is high.

Martin Tilney, Senior Commercial Director for Del Monte^® UK and Europe, says “After a tough year, and with many of us not seeing our families this Christmas, our research shows we are craving the comforts of our childhood. More than half of people in the East were served trifle during the festive period when they were children (4) – something as simple as layers of cake, custard, cream, jelly and canned fruits goes down a treat, whether you’re 5 or 55. New or novelty have no place at the Christmas table in 2020 – there is much satisfaction to be found in old favourites that have the power to fuel fond memories of better times.”

Bucking the trend for the rest of the country, were adults in neighbouring the East Midlands who were one of the regions to stick by the traditional Christmas pudding, with 42% choosing this against 31% plumping for trifle when asked to pick one of the two. Likewise, the Christmas pudding was also marginally more popular amongst adults than the trifle in Wales (39% vs. 36%).