Our 2024 Thanksgiving Outlook reveals holiday hosts and guests are excited for the upcoming season. Learn more about how they plan to shop and celebrate.
Butterball is committed to regularly asking consumers their thoughts, feelings and plans when it comes to grocery shopping, meal planning, prepping and execution. We want to know how turkey can provide everyday solutions to meal challenges while also serving as a key ingredient for special shared meals, from social gatherings to holiday celebrations.
Butterball’s valuable insights demonstrate our turkey expertise by identifying trends, solving problems and providing solutions that benefit customers and consumers. We value the power of research and invite you to explore our findings.
Key Findings
60%
of consumers say time is the biggest barrier to shared meals
Lack of time is a bigger barrier than budget.
*Shared Meals Insights
80%
of shoppers spend more on groceries for shared meals
Gen Z and young Millennials spend more on shared meals than other groups.
*Shared Meals Insights
87%
of consumers prefer to shop in-person for shared meals
They are likely to go beyond their usual stores to shop for these meals.
*Shared Meals Insights
52%
of consumers won’t make changes to their Thanksgiving celebrations to save money
