Butterball: Consumers Thinking Thanksgiving, Turkey … and Inflation

Sept. 1, 2023

Annual Thanksgiving Outlook Report from the turkey processor shows optimism and a return to pre-pandemic celebrations, though some may be tempered by inflationary pressures.

Andy Hanacek

As some retail stores have already rolled out Christmas decorations, Butterball has released its annual “Thanksgiving Outlook Report,” highlighting plans and consumers sentiments around the November holiday that is less than three months away.

The Garner, N.C.-based turkey brand partnered with Circana on an online survey of 1,838 U.S. adults between July 3 and 14, and found out that people are optimistic about the holiday, but the specter of inflation is weighing on their celebration plans, with 79% saying they expect inflation to have an impact.

Turkey remains the centerpiece — with 82% planning to serve the bird — and 89% plan to host or attend celebrations of similar size to or larger than celebrations attended last year. Size of celebrations averaged out at 9 people, which is back to being in line with pre-pandemic numbers.

Stuffing, pie and potatoes could not displace turkey as the most popular part of the meal, and 79% of respondents intend on purchasing a whole bird (whether fresh or frozen).

But with inflation looming, consumers plan to make a few shifts in their plans as well. Less formal gatherings are on tap for 14% of those surveyed, 29% of respondents will ask guests to bring part of the meal, and 16% will ask guests to help foot the bill for the meal as well.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.