Thanksgiving 2025: The Holiday Where Tradition Meets a Plant-Powered Future

 

As Thanksgiving approaches, America’s holiday table is undergoing its biggest transformation in decades—and the shift is being driven not by new recipes, but by younger hosts reshaping a $2.4 billion Thanksgiving food market. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® wanted to share the undercurrents driving change in our traditional Thanksgiving Meal.

According to new data from Circana’s survey of 1,076 Americans, 3 in 4 households will still serve classic staples like turkey and mashed potatoes. But Millennials and Gen Z are changing the supporting cast in a dramatic way:

·       38% of Millennials and 37% of Gen Z plan to serve plant-based dishes, more than double the 15% of Boomers

·       2 in 5 Americans have noticed more dietary accommodations at holiday gatherings

·       3 in 4 hosts now plan Thanksgiving with guests’ eating lifestyles in mind

·       20% are preparing vegan stuffing, signaling strong demand for plant-based versions of nostalgic dishes

·       Over one in three Americans say their eating lifestyle differs from their family’s, creating both friction and fresh opportunity

The result: Thanksgiving is becoming an inclusive, cross-generational meal—one where comfort food meets customization, and the holiday table is an intersection of tradition, wellness, sustainability, and cultural evolution.

 

Food Facts Driving Thanksgiving 2025

The numbers behind America’s evolving feast:

·       47 million turkeys are still expected to be served nationwide, but plant-based entrée demand has climbed into the hundreds of millions in retail sales during Q4.

·       Sales of refrigerated plant-based sides (like vegan gravy, alt-protein roasts, and dairy-free desserts) are growing 10–14% annually, outpacing many center-of-plate animal proteins.

·       Take-and-bake Thanksgiving meals from grocery stores, grocerants, and chain restaurants now account for an estimated 8–10% of all holiday meals, up dramatically from under 2% a decade ago.

·       In 2010, fewer than 5% of Americans reported any dietary accommodations during Thanksgiving. Today, 40% notice significant adjustments at their holiday table.

·       Refrigerated bakery items—including croissants, rolls, and ready-to-bake desserts—have grown 6% YoY, driven by convenience-focused hosts who still want a “scratch-made” feel.

Thanksgiving is no longer just the most traditional meal of the year—it’s one of the most innovative.

Four Grocerant Guru® Insights: Turning Thanksgiving Into a “Happy Meal” for Every Guest

Food industry analyst and Grocerant Guru® Steven Johnson identifies four strategies that help retailers, restaurants, and home cooks transform Thanksgiving into a holiday feast that is inclusive, friction-free, and emotionally satisfying:

 

1. “Choice is the New Centerpiece—Not Turkey.”

Consumers now build “mealtime mosaics,” a blend of traditional and plant-based items that allow everyone to participate. Offering mix-and-match entrée bundles, grab-and-go sides, and portion-sized plant-based alternatives gives hosts confidence and eliminates family tension around food choices.

 

2. “Handhelds and Heat-and-Eat Lead the Happiness Index.”

The rise of handheld stuffing bites, turkey-or-tofu sliders, and grab-and-go dessert bars mirrors everyday eating patterns. Consumers want Thanksgiving foods that fit their modern lifestyle—easy, shareable, and mobile. For retailers, these items deliver high margins and high satisfaction scores.

3. “Grocerant Meal Bundles Remove Holiday Stress.”

Grocerant-style prepared meals—ready to cook or fully cooked—continue to surge. Brands offering curated, cross-category Thanksgiving meal kits (entrée + sides + dessert) see repeat rates spike because they deliver two things today’s consumers value most: convenience and culinary confidence.

 

4. “A Happy Meal Is a Personalized Meal.”

The Grocerant Guru® points out that America now has more eating lifestyles than ever—vegan, keto, gluten-free, high-protein, low-sugar, flexitarian, and more. The hosts who win Thanksgiving are the ones who provide default options + customizable add-ons: regular stuffing plus vegan; classic gravy plus gluten-free; dairy-rich potatoes plus dairy-free purées.
Personalization isn’t just a trend—it’s a hospitality strategy that makes guests feel seen and valued.

What This Means for Food Brands

The generational shift toward inclusive Thanksgiving meals opens massive opportunities:

Retailers

·       Expand plant-forward seasonal assortments

·       Offer curated Thanksgiving bundles with dietary labels

·       Merchandise mix-and-match side bars early in November

Restaurants & Grocerants

·       Provide heat-and-eat holiday meals in multiple portion sizes

·       Introduce plant-based entrée specials that mirror tradition

·       Use flavor familiarity (herbs, spices, textures) to make new dishes feel nostalgic

CPG Brands

·       Launch multipacks of diet-friendly sides

·       Use packaging that clearly signals vegan, gluten-free, dairy-free

·       Lean into heritage flavors paired with modern dietary transparency

Thanksgiving isn’t losing tradition—it’s expanding the definition of it.

 

Think About This

From the rise of vegan stuffing to the normalization of dietary accommodations, Americans are reinventing Thanksgiving in real time. The holiday remains rooted in comfort, family, and flavor—but now it’s defined by inclusion and choice.

And as the Grocerant Guru® reminds us:
“A truly happy Thanksgiving meal is one where everyone at the table eats without compromise.”

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Subway’s Festive Feast Collection: A Grocerant Guru® Perspective on How Subway Is Winning the Holiday Season

 

Subway has done it again — fusing innovation, nostalgia, and convenience into a single bite. With the launch of its Festive Feast Collection debuting nationwide on November 13, the world’s largest sandwich chain proves it’s not just keeping up with consumers — it’s anticipating their desires with impeccable timing.

The Grocerant Guru® has long said, “The key to customer relevance in today’s food landscape lies in offering restaurant-quality meals with the comfort of home and the convenience of portability.” Subway’s new limited-time offerings — the TurHamKen, Festive Turkey, and Festive Chicken subs — hit that sweet spot perfectly.

 

The Power of the Festive Feast Collection

The Festive Feast Collection blends classic Thanksgiving flavors with Subway’s hallmark freshness and customization. This seasonal lineup features the debut of two all-new signature ingredients — a sweet-tart cranberry sauce and a savory turkey stuffing made with a homestyle blend of parsley, rosemary, sage, breadcrumbs, and broth.

For consumers who love the flavor of the holidays but not the hassle of cooking, this collection offers the perfect solution — whether it’s a Friendsgiving lunch, a quick meal between errands, or a festive treat after a long day of holiday shopping.

Even better, Subway lets guests add cranberry sauce or stuffing to any sub for just $1, making the seasonal joy more accessible and customizable than ever before.

 

Reviving Customer Relevance: 3 Smart, Timely Marketing Moves

1.       Tapping into Friendsgiving and Modern Social Meals
Subway recognizes that celebrations today are more casual, social, and shareable. By positioning its Festive Feast as ideal for “Friendsgiving” or kitchen mishaps, Subway is speaking directly to younger consumers who value fun, flexible, ready-to-enjoy meals that keep the holiday spirit alive without the stress.

2.       Personalization Meets Seasonality
Allowing customers to add stuffing or cranberry sauce to any sub for just $1 is a masterclass in micro-customization. In a world where 73% of consumers say they’re more loyal to brands that allow personalization, Subway has turned a seasonal promotion into a deeper brand engagement moment.

3.       Leveraging Rewards to Drive Loyalty and Frequency
With its MVP Rewards “Buy One, Get One for $1” promotion, Subway adds value while boosting app engagement and foot traffic. The offer is a well-timed hook that ties festive indulgence to digital loyalty — a data-driven move ensuring customers come back before the holiday ends.

 

Why the Festive Feast Appeals to Modern Consumers

Here’s a fact the Grocerant Guru® emphasizes often:

Over 62% of U.S. consumers live in households of one or two people.

This demographic — singles, couples, empty nesters, and urban professionals — drives the growing grocerant movement, favoring fresh, ready-to-eat, restaurant-quality meals over traditional cooking.

These consumers are time-starved, experience-driven, and eager for flavor variety without food waste. For them, the Festive Feast Collection is not just convenient — it’s comforting. It allows for a taste of Thanksgiving without the shopping list, leftovers, or cleanup.

Subway’s seasonal launch speaks directly to this group’s lifestyle:

·       Affordability without compromise

·       High flavor, low effort

·       Portion-perfect indulgence for one or two people

 

Four Grocerant Guru® Insights: What’s Next for Subway’s Success

1.       Seasonal Limited-Time Offers (LTOs) Will Continue to Drive Traffic
Subway’s ability to innovate seasonally while maintaining brand familiarity keeps the menu fresh and customers curious. Expect even more creative, timely LTOs tied to key calendar moments.

2.       Ingredient Transparency and Wholesome Messaging Build Trust
The Festive Feast’s focus on “simple and wholesome ingredients” plays into consumer demand for food made with care. Subway’s storytelling around craftsmanship is a trust builder that fuels long-term loyalty.

3.       Digital Engagement and App-Exclusive Deals Strengthen Brand Stickiness
Promotions like the BOGO Footlong for $1 reinforce Subway’s digital ecosystem, encouraging repeat visits and personalized marketing — vital for sustained growth in the fast-casual space.

4.       The Rise of the Grocerant Channel
By providing restaurant-quality food ready for grab-and-go or delivery, Subway is solidifying its leadership in the grocerant niche — where retail meets restaurant. Expect continued investment in packaging, presentation, and cross-platform ordering designed for portability and convenience.

 Focusing on the Consumer

Will Drive A Larger

Share of Stomach

Think About This

Subway’s Festive Feast Collection doesn’t just celebrate Thanksgiving — it celebrates the evolution of dining itself. By meeting customers where they are — time-conscious, flavor-driven, and craving connection — Subway continues to demonstrate why it remains one of America’s most adaptable, relevant, and beloved food brands.

The Grocerant Guru® sees this as yet another strong step in Subway’s ongoing transformation — one that’s both rooted in tradition and powered by innovation.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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Top 10 Thanksgiving Side Dishes in the US

 

Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions® was wondering who eats what for Thanksgiving Dinner.  So, after a bit of research here is just what he found.

Thanksgiving is a meal steeped in tradition, and side dishes are often the stars of the table. Here’s a countdown of the most beloved side dishes across American households, along with recipes for the top three. We’ll also take a quick look at other Thanksgiving main dish options for those considering an alternative to turkey.

1. Mashed Potatoes

Creamy mashed potatoes, often topped with gravy, are an American classic. They pair well with nearly any main dish and can be adjusted to fit all tastes.

Recipe: Classic Mashed Potatoes

·         Ingredients: 3 pounds of Yukon Gold potatoes, peeled and cubed; 1/2 cup butter; 1 cup milk; salt and pepper to taste.

·         Instructions: Boil potatoes until tender (about 15 minutes). Drain, then mash with butter and milk. Season with salt and pepper.

2. Stuffing

Thanksgiving stuffing, traditionally made with bread, herbs, and aromatics, is a must-have side with many regional variations.

Recipe: Herb and Sausage Stuffing

·         Ingredients: 10 cups cubed stale bread; 1 pound sausage, crumbled; 1 onion, diced; 2 celery stalks, diced; 1/4 cup chopped parsley; 1 tsp sage; 1 tsp thyme; 2 cups chicken broth; salt and pepper.

·         Instructions: Preheat oven to 350°F. Sauté sausage, onion, and celery. In a large bowl, combine all ingredients, then bake in a greased dish for 30-40 minutes.

3. Sweet Potato Casserole

This dish balances sweet and savory, often with marshmallow or pecan toppings for a rich and satisfying addition to the Thanksgiving table.

Recipe: Pecan-Topped Sweet Potato Casserole

·         Ingredients: 4 large sweet potatoes, boiled and mashed; 1/2 cup brown sugar; 1/4 cup butter; 1 tsp vanilla; 1/2 cup chopped pecans.

·         Instructions: Preheat oven to 350°F. Mix sweet potatoes, brown sugar, butter, and vanilla. Top with pecans and bake for 25-30 minutes.

 

Other Popular Thanksgiving Sides

4.       Green Bean Casserole – This creamy, crunchy casserole topped with fried onions has become an American staple since its creation in the 1950s.

5.       Cranberry Sauce – Whether jellied or homemade with fresh cranberries, this tangy side adds a burst of flavor that balances richer dishes.

6.       Roasted Brussels Sprouts – Popular for their hearty flavor and caramelized edges, Brussels sprouts are now a trendy addition to Thanksgiving spreads.

7.       Macaroni and Cheese – For households with Southern roots, mac ‘n’ cheese is often a go-to comfort dish, with extra cheese making it a creamy favorite.

8.       Cornbread – Cornbread’s sweet and savory flavor complements many Thanksgiving dishes, especially in the South.

9.       Glazed Carrots – With a light sweetness and colorful appeal, glazed carrots are a simple yet festive addition.

10.   Roasted Root Vegetables – Featuring earthy flavors and seasonal ingredients like carrots, parsnips, and sweet potatoes, roasted root vegetables make for a healthy, rustic side.

 

Alternatives to Turkey

While turkey is traditional, some households opt for other main dishes. Alternatives include:

·         Ham: Ham has grown in popularity as a Thanksgiving choice, especially for those who prefer a milder, saltier flavor over turkey’s rich profile.

·         Prime Rib or Roast Beef: For a heartier, more luxurious option, roast beef or prime rib are favorites for those wanting a break from poultry.

·         Salmon: For a lighter, health-conscious alternative, salmon brings a fresh, mild taste and aligns with growing consumer demand for seafood at holiday meals.

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.