Beef and Pork Challenge Turkey’s Seat at Thanksgiving Tables
The Thanksgiving tradition of cooking a whole turkey is facing growing competition from beef and pork, according to CoBank’s Knowledge Exchange report.
While Turkey remains the star of many holiday feasts, shifting consumer preferences and evolving market dynamics suggest its dominance may not be as secure in the years ahead.
Consumers Seek Convenience Over Tradition
Brian Earnest, an animal protein economist with CoBank, notes, “Most consumers think about cooking a whole turkey only once a year. Some of those consumers have moved away from preparing a whole turkey for Thanksgiving.”
This has created opportunities for beef and pork producers to capture a larger share of the Thanksgiving protein market.
A desire for convenience and changing traditions are driving this trend. Consumers increasingly explore alternative proteins like roast beef or glazed ham, which often require less preparation and suit smaller gatherings or diverse dietary preferences.
Turkey Supplies and Promotions Decline
Despite these shifts, turkey supplies have improved this year, with inventories up 4% year-over-year, reaching 246 million pounds in September.
However, this is still 100 million pounds below 2018 levels. Retailers continue to price turkeys as loss leaders during the holiday season, though the USDA’s feature activity index shows a decline in promotional turkey pricing in recent years.
Earnest emphasizes the need for producers to adapt. “The opportunity to grow turkey consumption may be elsewhere. Ground turkey, for example, has shown tremendous strength this year, with retail volume sales increasing 5.5% to reach $1.9 billion over the past 52 weeks.”
Looking Ahead
While turkey retains its traditional role, evolving consumer preferences for convenience and diverse protein options like beef and pork signal a shift in Thanksgiving trends.
Producers will need to innovate and cater to these changing tastes to sustain demand in a competitive holiday market.
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