Butterball Togetherness Report: Insights for Grocery Retailers

Our Insights

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.

A roasted turkey with side dishes like sweet potatoes, mac and cheese, and Brussels sprouts.

Key Findings

Only 28%

of consumers expect inflation to cause them to celebrate Thanksgiving differently this year.

While inflation is still top of mind, its impact is waning.

_{*2025 Thanksgiving Outlook}

84%

of Thanksgiving hosts plan to serve turkey this year.

Turkey remains the favorite part of the meal, and roasting remains the most popular way of preparing it.

_{*2025 Thanksgiving Outlook}

47%

say turkey is their favorite part of the Thanksgiving meal.

Other favorites include stuffing (41%) and pie (29%).

_{*2025 Thanksgiving Outlook}

1 thing

people are looking forward to this Thanksgiving is spending time with family.

Also the food and relaxing.

_{*2025 Thanksgiving Outlook}

89%

of consumers plan to celebrate Thanksgiving this year.

People are looking forward to spending time with family.

_{*2025 Thanksgiving Outlook}