Waitrose has uncovered the nation’s top spots for mince pie enthusiasts, those who can’t resist a slice of stollen, and the lebkuchen lovers who bring a touch of continental flair to the festive season. The results are in, and the festive feasting habits of the nation have been revealed:
Top 3 cities for mince pie enthusiasts:
- Salisbury
- Abergavenny
- Southend
With over 16 million mince pies sold at Waitrose in 2023, it’s clear we’re a nation of mince pie lovers. This year, the Waitrose All Butter Mince Pies have been revealed as the most popular choice across all three cities, but locals in Abergavenny have been particularly loving the Waitrose No.1 Crumble Top Mince Pies with Cranberry & Orange, offering a vibrant burst of citrus to tantalise their taste buds. Meanwhile, down in Southend, there’s been a surge in demand for the trend-driven No.1 9 Mini Brown Butter Mince Pies with Cognac, as customers embrace a luxurious twist on the traditional treat, enjoying bite-sized mince pies laced with cognac.
Top 3 cities for stollen scoffers:
- Salisbury
- Cheltenham
- Saltash
Stollen and Salisbury are the perfect pairing, with Salisbury claiming the top spot for stollen lovers this Christmas. From the traditional Waitrose Christmas Stollen and Christmas 6 Stollen Slices, to indulging in delicious twists on the classic with our No.1 Amaretto and Brown Butter Stollen. However, it’s Saltash who have explored more innovative twists on the nostalgic treat, embracing dynamic culinary fusions, with the No.1 9 Golden Limoncello Stollen Bites proving most popular in this city.
Top 3 cities for lebkuchen lovers:
- London, Oxford Street (John Lewis Foodhall)
- London, South Hampstead (John Barnes)
- Edinburgh (Morningside)
From one iconic capital to the next, it’s in the cities of London and Edinburgh where lebkuchen, the traditional German spiced cookie cherished during the Christmas season, is winning hearts the most.
Our John Barnes store in South Hampstead has been going mad for our classic Waitrose Christmas Gingerbread Lebkuchen as well as the Christmas Lebkuchen Selection, delivering the ultimate taste of Christmas.
Leyla Page, Seasonal Bakery Buyer at Waitrose comments: “It’s fascinating to see the festive feasting habits of the nation revealed - from Salisbury taking the top spot for mince pie and stollen enthusiasts to London Oxford Street’s Lebkuchen lovers. In the spirit of culinary adventure, it’s great to see customers embracing new flavours such as limoncello and cognac, as they become more adventurous in exploring innovative twists on traditional Christmas favourites.”
*Results based on sales data
