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Business of Food & Beverage

Thanksgiving Shopping, Cooking Trends from Acosta

Nov. 20, 2023

Market research firm finds 40% looking for deals via coupons or comparison shopping.

With Thanksgiving approaching, market research firm Acosta Group has shared some insights from its Shopper Community. Key findings include:

Prices remain a big concern, with 40% of shoppers seeking deals, using coupons and comparison shopping.
A majority of hosts plan to prepare the entire Thanksgiving meal themselves, with half of shoppers anticipating $100+ spend (7 in 10 households with children will spend more than $100).
40% of people attending Thanksgiving as a guest will bring a side dish or dessert, typically spending between $25-50 on their contribution.
43% of Millennials and Gen Z will attend a Friendsgiving.
Despite the fact that most Thanksgiving meals are homemade, 45% of all shoppers would consider just buying the whole thing.

Favorite side dishes (regionally):

70% in the Midwest will have pumpkin pie.
63% in the Northeast will enjoy sweet potatoes.
44% in the South will have mac and cheese.
26% in the West will include brussels sprouts.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.