Americans committed to turkey for Thanksgiving - report

Butterball releases its annual Thanksgiving report
calendar icon 30 August 2023
clock icon 2 minute read

Major turkey supplier Butterball released its annual Thanksgiving Outlook Report, revealing consumer plans and sentiment with the holiday less than three months away.

According to the findings, people are optimistic and planning to celebrate – with turkey as the centerpiece – again this year, but inflation is top of mind for many. Notably, 79% of consumers who plan to celebrate Thanksgiving expect inflation to impact their plans. However, holiday hosts remain committed to serving turkey, with 82% still planning to serve it.

One of the key takeaways of the report is that consumers are looking forward to celebrating together.

  • 89% of consumers plan to host or attend a celebration of the same size or larger this year.
  • The anticipated average size of celebrations is 9 people – back to pre-pandemic numbers.
  • 83% of those planning to celebrate Thanksgiving associate the holiday with family; 74% associate it with togetherness.

The report found that consumers are also dedicated to celebrating with turkey at the centre of their tables.

  • Turkey remains the most popular part of the meal, followed by stuffing, pie and potatoes.
  • 79% of people serving turkey intend to purchase a whole turkey (fresh or frozen).
  • 81% of hosts plan to buy the same size or larger turkey this year.

Consumers are planning other ways to control the costs of their celebrations, including:

  • 29% will ask guests to bring part of the meal.
  • 16% will ask guests to share the expense of the meal.
  • 14% will host less formal gatherings.

"While inflation remains top of mind, it's encouraging to see consumers' continued dedication to gathering with friends and family this holiday season, and to gathering around turkey specifically," said Chad McFadden, senior retail brand manager at Butterball. "We're proud to play a part in helping to bring people together and pass love on this holiday season."

© 2000 - 2024 - Global Ag Media. All Rights Reserved | No part of this site may be reproduced without permission.