Thanksgiving is a time for gathering, and, of course, good, hearty food. While there are classic dishes on the Thanksgiving dinner table, Americans are making room for new ones. With many people following different diets such as gluten-free or dairy-free, NCSolutions conducted a survey to know how consumers are embracing new lifestyle-friendly dishes this holiday season.
The new consumer sentiment survey of more than 1,000 Americans digs into what’s on the menu this Thanksgiving, as well as how people are accommodating, or not accommodating, dietary preferences for the food-based holiday.
With Thanksgiving being a holiday centered around food, it can be difficult for those who have allergies or follow different eating lifestyles. Two in five Americans have noticed a behavior shift with an increase in dietary accommodations at holiday gatherings, and three in four keep people’s eating lifestyles in mind when hosting or attending events that have food (i.e., a potluck).
This might be why over one in four (29%) are planning to have plant-based food options at their Thanksgiving table this year. The younger generations are embracing this trend more than older generations with 37% of Gen Z and 38% of millennials planning to serve plant-based foods, compared with just 15% of baby boomers.
Plant-based foods vary from standard vegetables such as salads and green beans to twists on classic recipes to make them vegetarian or vegan as well as plant-based beverage options. One in five are planning to make vegan stuffing this Thanksgiving, and others are planning to get even more creative with some healthier choices in the kitchen. One respondent shared that they plan to make a lentil shepherd’s pie using a meat alternative as a substitute, and another is going to make cauliflower wings this holiday.
Accommodating alternative eating lifestyles or habits isn’t easy, and Americans vary in their opinions on how best to handle the differences. Over one in three have a different eating lifestyle than their family. This has led to some conflict, since 36% don’t feel their family accommodates their eating differences and 23% have felt judged because of their dietary lifestyle. Over half (58%) do not think it’s rude for hosts to ask someone with a different dietary preference to bring their own meal.
As Thanksgiving approaches, CPG brands have a unique opportunity to connect with consumers seeking food and beverages that brings joy, tradition and comfort. By offering products that cater to diverse dietary preferences — be it vegan, gluten-free, or plant-based — brands can ensure that everyone at the table can indulge in the festivities.
The consumer sentiment survey of 1,076 Americans was commissioned by NCSolutions in September 2024 and was made up of U.S. adults ages 18 and older, who were asked about their eating habits and preferences. Results were weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level, and household income.
