Quality Street has triumphed as the number one brand that Brits can’t imagine Christmas without, according to a recent survey by One Poll.
The research unveiled Quality Street’s popularity, with 44 per cent of Brits selecting it as their top choice of brand that ‘Christmas wouldn’t be Christmas without’. Terry’s Chocolate Orange secured second spot (37%), followed by Celebrations (33%), Roses (32%), and Ferrero (25%).
Quality Street also emerged as the preferred brand for gifting, with 54 per cent of respondents considering it the ideal present. Terry’s Chocolate Orange (44%), Celebrations (42%) and Roses (42%) also took the next spots, with Lindt (34%) completing the top five.
When asked about the significance of popular food and drink brands during special occasions, Brits emphasised popular brands association with quality (53%), their role as a cherished family tradition (52%), and the nostalgic feelings they evoke (50%).
Regarding the importance of heritage brands adapting to the times, including making changes to be more sustainable, 78 per cent of respondents agreed it was somewhat or very important, emphasising the growing importance for sustainability in the market.
The 10 brands of Christmas
- Quality Street (44%)
- Terry’s Chocolate Orange (37%)
- Celebrations (33%)
- Roses (32%)
- Ferrero (25%)
- Lindt (24%)
- Pringles (22%)
- Coca-Cola (20%)
- Dairy Milk (19%)
- Mr Kipling (16%)
The 10 gifting brands of Christmas
- Quality Street (54%)
- Terry’s Chocolate Orange (44%)
- Celebrations (42%)
- Roses (42%)
- Lindt (34%)
- Ferrero (27%)
- Dairy Milk (26%)
- Miniature Heroes (24%)
- Maltesers (19%)
- Galaxy (18%)
Commenting on the research findings, Jemma Handley, senior brand manager for Quality Street at Nestlé, said: “Brands like Quality Street hold a special place in people’s hearts, they hold a sense of nostalgia. Quality Street, with its 87-year legacy, remains a magical brand that brings debate to Brits’ Christmases. Each sweet holds a special significance, and the tradition of vying for the last Purple One or Strawberry Delight has become a beloved custom for families across the nation.
“I am truly proud to see Quality Street emerge as the top choice among shoppers, both as a cherished gift and an integral part of the Christmas tradition. At Nestlé we are committed to preserving these cherished traditions while also recognising the need to prioritise sustainability.
“We understand that consumers care deeply for the environment and want their beloved brands adapt to the evolving times. We’re so proud that every Quality Street chocolate in our assortment is now in recyclable paper, which our consumers can recycle through household recycling. As we continue to cherish the traditions that Quality Street represents, let us also aim to make a positive difference together.”
This year marks Quality Street’s second Christmas with its new sustainable packaging, a move that removes almost two billion pieces of packaging material from the supply chain. The brand has successfully transitioned to paper wrap for 9 out of its 11 chocolates, with the Green Triangle or Chocolate Crunch remaining in recyclable foil.
