Butterball Togetherness Report: Insights for Grocery Retailers

We regularly talk to consumers to understand how they grocery shop, cook and connect. We want to know their grocery habits, how they meal prep and their attitudes toward meals enjoyed with family and friends – from casual get-togethers to holiday traditions.

Our findings help us spot trends, provide value, and show how turkey can be the protein of choice for any meal. Our latest Togetherness Report provides actionable insights with ideas and solutions that help grocery retailers empower shoppers to host more moments of togetherness.

Key Findings

92%

of hosts include protein in shared meals, with 57% saying it’s the anchor of the meal.

Turkey has a place at the table beyond holiday gatherings.

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41%

of shoppers change stores or shop both their regular and specialty locations when shopping for hosted meal occasions.

Consumers shop differently for shared meals.

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12%

more is spent on shared meal occasions by heavy hosts than medium or light hosts – and expect to host even more shared occasions in the coming year.

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69%

of consumers say shared meals help them stay connected to friends and family.

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~1/3

of grocery spend

is attributed to shared meals that go beyond everyday dinners and holidays.

An estimated $281 billion of the $937 billion market.

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