Bidfood suggests how to cater for generational divide this Christmas

Christmas 2026 is expected to be defined by a continued consumer focus on value but what constitutes value varies significantly by generation, says Bidfood, which is advising caterers how to meet these demands.

For older consumers, classic Christmas dishes dominate.

The wholesaler has launched a comprehensive festive range, featuring new products and familiar favourites alongside a dedicated festive guide and a number of support tools.

With 57% of consumers likely to eat out during the Christmas season and 60% viewing it as more of a special treat than at other times of year, festive dining remains a key commercial opportunity for the out-of-home sector. However, while value for money remains a consistent priority across all demographics, what delivers that value varies significantly by age group.

Older consumers

For older consumers, value is strongly linked to delivering a traditional and dependable festive experience. Classic Christmas dishes dominate, with 57% of consumers opting for these, rising to 65% among 45-64s and 66% for over-65s.

This cohort is less motivated by innovation and more focused on execution, with consistency, quality and atmosphere playing a critical role in perceived value. Poor quality food (52%) and poor value for money (50%) remain the biggest barriers to satisfaction.

For operators, this reinforces the need to prioritise reliable delivery of festive favourites alongside a comfortable and well-managed dining environment. Classic Christmas meats such as easy carve turkey breast, whole gammon joint, and British topside of beef all feature in Bidfood’s range.  

Millennials

Millennial diners take a more experience-led view of value, with quality and overall occasion key to driving spend. However, there is also clear willingness to trade up, with 24% of 25-34 year-olds placing particular importance on premium or high-quality festive dishes.

High-quality festive dishes like pancetta & truffle vol au vent appeal to millennials.

For this group, value is determined by the full experience, from food quality and presentation to service and atmosphere. Operational factors such as slow service and overcrowded venues can quickly erode perceived value, even where the food itself meets expectations.

This year’s range from Bidfood includes a number of ‘elegant’ additions including a pulled turkey, pancetta & truffle vol au vent, melt-in-the-middle camembert & mature cheddar souffle, and Premium Selection sticky toffee & date pudding bar.

Gen Z

Younger consumers, particularly Gen Z, are driving demand for more creative and flexible festive menus.

Among 18-24 year-olds, 14% say they are actively interested in trying completely new or innovative dishes at Christmas, more than double the proportion seen in older age groups. A further 53% disagree that restaurants have ‘gone too far’ with festive innovation, indicating a strong appetite for experimentation.

New additions such as pork belly chicharrones with cranberry & gochujang glaze, and bramley apple and cinnamon sponge pudding finished with a scoop of Yarde Farm gingerbread ice cream, mix classic Christmas flavours with innovation.

Imogen Hassard, marketing manager at Bidfood said: “To tailor to these generational needs we’ve launched a range that offers choice and flexibility, alongside on-trend dishes that bring a sense of novelty to festive menus.

“Christmas presents valuable opportunities for operators, but it can also be one of the most demanding times of the year. Our focus is on helping customers plan effectively, protect their margins, and deliver a outstanding menu that has something for everyone.

“With over 700 products combined with helpful customer resource tools, this year’s range is giving operators the support they need to create memorable festive moments while staying mindful of customer budgets and menu preferences.”

Source for all data: Lumina