New research from recipe box, Gousto, reveals that the traditional Christmas turkey is losing its festive crown, as 64% of Brits plan to serve an alternative main dish alongside or instead of turkey this year. While turkey remains the centrepiece for many, only 37% of households now stick with turkey as their only main dish, signalling a growing shift towards more varied and personalised festive menus. The most popular alternative options are chicken (29%), beef (24%), and pork (13%), while 7% of Brits are planning a plant-based main.
Why Britain’s Christmas table is changing
The research shows that tradition is being redefined. Among those opting for something other than turkey:
36% say they’re choosing dishes that are more traditional to their family than turkey
30% admit that they simply don’t like turkey, but 18% serve it anyway
Gen Z is most likely not to serve turkey at all (43%)
14% are catering to vegetarian or vegan guests
14% are looking to cut costs, and
12% are motivated by sustainability concerns
Gousto’s Chef, Sophie Nahmad, said of the results: “These findings suggest that cost, taste, and climate consciousness are reshaping what ‘traditional’ Christmas dinner looks like in 2025. With food prices still high and families wanting to please a mix of palates, the classic turkey is no longer a one-size-fits-all choice. With over a third of Brits (36%) choosing dishes that feel more traditional to their own family than turkey, households are embracing their own festive rituals that better suit their tastes and values.”
Inflation and spending pressures are shaping Christmas plans
Among those choosing alternatives for cost reasons, a quarter (25%) of people serving fish and one in five (20%) who serve chicken say they’re doing so specifically to reduce the cost of their Christmas dinner. Those who typically buy premium meats, such as goose (20%) and venison (22%), are among the most likely to say they’ll tighten their festive budgets this year, suggesting even traditional meat-eaters are rethinking festive spending habits.
Following the government’s recent announcements on food inflation and potential tax increases, Gousto’s Festive Feasting Survey revealed that 75% of Brits plan to make some adjustments to their Christmas food shop as a result. 29% of Brits say they will be more cautious and make changes to their Christmas grocery spending, 24% expect to make small adjustments, and 18% are preparing to cut back noticeably.
Chef Sophie said of the findings; “Our survey found the average person plans to spend £167.50 on their main Christmas food shop this year, so it’s no surprise that value is top of mind for many. While turkey remains the festive default, they can come with a hefty festive price tag. Budget-conscious hosts can find cheaper alternatives like chicken or pork that offer better value this year. We’re seeing more people think creatively about their Christmas table, mixing tradition with practicality, taste, and cost.”Brits embrace plant-based plates
Brits are also embracing plant-based alternatives as part of a broader move towards more inclusive and sustainable festive dining. While two-thirds (66%) of those serving a plant-based main say they’re doing so to cater for vegetarian or vegan guests, a further one in four (25%) are motivated by environmental concerns, reflecting how sustainability is becoming a central ingredient in the nation’s Christmas cooking choices. This shift highlights that even among non-vegans, there’s a growing appetite for greener plates and lower-impact festive meals.A more flexible festive feast
With fewer people feeling tied to the traditional turkey, Gousto’s Festive Feasting research highlights a clear trend: Christmas dinner is becoming more flexible and inclusive than ever.
Gousto Chef and Lead Recipe Developer, Sophie Nahmad, said of the results, “The variety on Britain’s tables this December shows how the nation’s tastes are evolving. Whether it’s swapping turkey for beef or adding a plant-based centrepiece, people are tailoring their festive feasts to their tastes, values, and budgets.”
