Turkey’s Thanksgiving Spotlight Fades as Consumers Consider Beef and Pork

Thanksgiving traditions are evolving, and turkey might not hold the spotlight much longer. CoBank’s recent report highlights a decline in Turkey’s dominance, signaling a shift in consumer preferences toward alternative proteins like beef and pork.

Retail turkey consumption hit its lowest point in 43 years last season. Meanwhile, turkey supplies this year are 100 million pounds less than in 2018. Despite this, inventories are 4% higher than last year, which could bring lower prices at grocery stores.

According to Brian Earnest, an animal protein economist at CoBank, “Many consumers only cook one turkey a year on Thanksgiving, so abandoning the item creates a vacuum for other protein options to fill its place.”

While the traditional whole bird is losing traction, ground turkey is finding new fans. Ground turkey sales rose 5.5% this year compared to 2023.

“Ground turkey is the second-largest ground category, only behind ground beef,” Earnest explained, underscoring its growing role in everyday meals.

The economic pinch is also reshaping Thanksgiving tables. Turkeys, often used as a “loss leader” to draw shoppers, are facing fewer retail promotions.

The USDA noted a 36% drop in advertisements for frozen turkeys since 2018. Yet, optimism remains among producers. A Butterball report revealed that 87% of hosts still plan to serve turkey this year, with an average of nine guests per meal.

As Thanksgiving approaches, shifting consumer habits remind us that even long-standing traditions aren’t immune to change.

Whether turkey, beef, or pork graces your table, the holiday spirit of sharing and gratitude remains the true centerpiece.

Explore new Thanksgiving protein options like beef and pork for your holiday table. Visit our homepage for recipes and inspiration.