Findings
The 2024 State of the Sides report by Campbell’s highlights that over 55% of Americans prefer Thanksgiving side dishes over turkey. Nearly 40% would be content with a meal composed only of sides, and 60% find more joy in preparing sides than the turkey. Stuffing ranks as the top Thanksgiving side, followed by mashed potatoes, sweet potatoes, and green bean casserole.
Key Takeaway
Thanksgiving side dishes hold stronger appeal than the traditional turkey, shifting the focus of holiday meals to varied flavors, textures, and comforting dishes.
Trend
The growing popularity of side dishes and the decline in emphasis on turkey signals a shift in consumer preferences for more versatile and varied options.
Consumer Motivation
Consumers are motivated by the comfort and indulgence offered by side dishes, particularly those with creamy and cheesy flavors, aligning with holiday indulgence and family-friendly comfort foods.
What is Driving the Trend
Generational preferences, notably among Gen Z, emphasize comfort, variety, and easy-to-share side dishes over a single main course.
Target Consumers
The article refers to a wide demographic across the U.S., including Gen Z, Millennials, Gen X, Baby Boomers, and the Silent Generation, with specific preferences for different types of side dishes.
Description of Product or Service
The article discusses Thanksgiving side dishes, appealing to all age groups but with a notable focus on those aged 18-25, who typically prepare multiple side dishes.
Conclusions
The Thanksgiving meal has shifted away from the turkey as the primary focus, with side dishes becoming central to consumers’ holiday experiences.
Implications for Brands
Food brands should expand their side dish offerings, create ready-made options, and offer recipe ideas for classic comfort sides, particularly those catering to creamy or cheesy preferences.
Implication for Society
The emphasis on side dishes over turkey reflects evolving holiday traditions, showing an openness to flexibility and variety over traditional norms.
Implications for Consumers
Consumers are becoming more adventurous in their holiday food choices, valuing variety, customization, and convenience in their meal planning.
Implication for Future
Brands may see an increased opportunity to innovate around side dishes for holiday meals, focusing on customizable, diverse flavors and textures.
Consumer Trend
“Comfort-Driven Culinary Variety” – consumers are seeking diverse, comforting, and nostalgic flavors that allow them to customize their holiday experience.
Consumer Sub Trend
“Generational Comfort Foods” – preferences for traditional dishes that resonate across age groups with a twist of new flavors and easy preparation.
Big Social Trend
Personalization of holiday meals with customizable sides is becoming a major part of contemporary food culture.
Local Trend
In the U.S., the Midwest particularly shows high popularity for green bean casserole, reflecting regional preferences within the broader trend.
Worldwide Social Trend
A growing global appreciation for comfort and nostalgic foods around festive gatherings, with side dishes gaining prominence internationally.
Name of the Big Trend
“Side Dish Spotlight”
Name of Big Social Trend
“Comfort-Driven Holiday Customization”
Social Drive
Desire for comfort, indulgence, and customization in traditional meals.
Learnings for Companies for 2025
Brands can capitalize on this trend by focusing on quality, easy-to-prepare side dishes, introducing innovative flavors and recipe variations that cater to diverse preferences and age groups.
Strategy Recommendations for Companies in 2025
Expand Product Lines: Introduce ready-made and frozen side dishes in diverse flavors, catering to creamy, cheesy, and comforting flavors.
Highlight Regional and Generational Preferences: Offer targeted products for regional preferences (e.g., green bean casserole in the Midwest) and generational favorites (e.g., mac and cheese for Gen Z).
Innovate Packaging: Provide meal kits or packages for side dishes, enabling consumers to customize their holiday spread.
Seasonal Recipe Campaigns: Run campaigns that showcase easy holiday recipes with classic and unique side dishes, appealing to time-conscious consumers.
Final Sentence (Key Concept)
The growing focus on Thanksgiving side dishes signifies a trend toward personalization, comfort, and variety in holiday meals.
Recommendations for Brands & Companies in 2025
To capitalize on this trend, food brands should prioritize expanding side dish offerings, focusing on ease, variety, and indulgent flavors. Marketing efforts should emphasize customization and nostalgia, connecting with consumers' desire for comforting holiday experiences. By adapting their product lines to include diverse, convenient side dishes that resonate across generations, brands can tap into the evolving dynamics of holiday meal traditions effectively.
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