Thanksgiving is a time to gather, share, and, of course,
indulge in a memorable meal. This year, with more Americans embracing diverse
diets and healthier habits, “bring your own dish” might be the new Thanksgiving
trend, especially as hosts try to accommodate an array of dietary preferences,
according to Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®.
With more than 45 million Americans attending gatherings
outside their own homes, traditional staples like turkey, mashed potatoes, and
pumpkin pie still reign supreme, but new lifestyle-conscious dishes are making
a big entrance.
2024 Thanksgiving Insights: A Feast of
Traditions and Dietary Flexibility
As 76% of Americans report that they’ll attend a Thanksgiving
meal at someone else’s home, nearly half (47%) admit that Thanksgiving is one
of the few times of year when they fully indulge without worry. Notably, 64%
say they’re fine with “overeating on occasion” during this holiday. Meanwhile,
the age-old tradition of leftovers is alive and well—83% of attendees hope to
take home a bit of the holiday feast to enjoy the next day.
A new consumer sentiment survey of Americans sheds light on
Thanksgiving food preferences, revealing which beloved dishes remain strong and
how new, lifestyle-friendly dishes are reshaping the holiday menu.
This consumer sentiment survey of 1,076 U.S. adults (ages 18+) was commissioned
by NCSolutions
in September 2024 to assess Thanksgiving eating habits and preferences, with
results representative of the U.S. population by age, gender, region,
ethnicity, marital status, education level, and household income. Let’s see
what they found:
Classic Favorites Still Rule the Table
As expected, the traditional sides of mashed potatoes
(75%), turkey (73%), and gravy (69%) are planned Thanksgiving staples this
year. Rolls (66%), stuffing (63%), and cranberry sauce (59%) also round out the
iconic meal. Sweets have their place, too, with pumpkin and apple pie topping
dessert lists across the country.
Plant-Based and Alternative Options
are Gaining Traction
Accommodating dietary preferences is becoming essential as
more hosts welcome plant-based and alternative dishes to their Thanksgiving
spreads. Nearly 30% of hosts will offer plant-based options, with 37% of Gen Z
and 38% of millennials planning plant-based dishes compared to just 15% of baby
boomers. Creative alternatives like lentil shepherd’s pie, vegan stuffing, and
cauliflower “wings” are making their way to the Thanksgiving table as people
increasingly prioritize dietary considerations.
While 58% of Americans feel it’s not rude for a host to ask
guests to bring their own dish to ensure dietary compatibility, this practice
is still met with mixed feelings. Among those following specific diets, 36%
feel their families don’t fully accommodate their preferences, and nearly one
in four have felt judged over their dietary choices. The solution? Many
families are finding balance with “bring your own dish” as a friendly
compromise that adds variety and ensures everyone enjoys the meal.
Think About This: Tapping into
Thanksgiving's Dietary Diversity
As Thanksgiving approaches, consumer goods brands can make
a meaningful impact by catering to the modern Thanksgiving menu. Offering
products that are vegan, gluten-free, dairy-free, or low-calorie allows brands
to tap into the demand for healthier options while respecting the traditions
that make Thanksgiving special. By aligning products with the Thanksgiving
spirit and diverse dietary needs, brands can establish new Thanksgiving
traditions and cultivate loyalty that lasts well beyond the holiday season.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche.
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