By: Nicole Schumacher, CMO, Pre Brands
In many families, there is no greater rite of passage than the transfer of holiday hosting to younger generations. As the elder generation hangs up their apron and passes the carving knife on, it comes with big changes. These changes are reflective not just in the location of the holiday gathering but also in the Thanksgiving feast itself, as Millennial and Gen-Z hosts are looking for ways to shake up their holiday tables and incorporate new recipes into their holiday meals.
The biggest sign of this culinary shift? Turkey isn’t necessarily the “go-to” main for Thanksgiving dinner. According to recent research, two-thirds of all Thanksgiving hosts and nearly 3 in 4 Millennial and Gen-Z Thanksgiving hosts said they are open to serving beef instead of turkey for their Thanksgiving meal this year – something 44% of hosts 55 and older are not. The generational divide here is clear: when it comes to loosening the ties on food traditions, younger hosts are willing to add twists to holiday classics. In fact, 50% of hosts cited the long cooking time of turkey as the reason for considering an alternate protein as a main dish this Thanksgiving, while 38% said turkey makes too many leftovers that often go to waste.
The great culinary divide of incorporating new items on the Thanksgiving dinner table isn’t confined to just the main protein. Hosts willing to shake up the main dish are also much more likely to try other new recipes; of those willing to consider serving beef instead of turkey, 46% said they’d be trying at least 2-3 other new recipes this year, as well. For many, side dishes are a fun, low-risk way to play with new flavors and fresh palate combinations, like adding Indian spices to green beans or showcasing newfound sourdough skills on homemade rolls.
However, amidst change, some hosting habits stay the same across generations. Whether serving turkey or an alternate protein for Thanksgiving this year, most hosts are expecting at least six guests and are seeking entrees that feed a crowd. When looking outside of turkey, the next most popular protein choice is ham, followed by beef. Popular beef entrees for mains include: prime rib (23%), chuck roast (15%), tenderloin roast (13%), and steak (13%). These traditions extend to sides as well – stuffing reigns supreme. Whether it’s oyster stuffing in the Northeast, cornbread stuffing down south, or anything in between, stuffing remains everyone’s favorite side dish, with 36% of holiday hosts picking it as their favorite, followed by mashed potatoes at 29% and sweet potatoes/yams at 20%.
Another way younger folks are shaking up holidays? Creating new ones entirely. Younger generations also often lean more heavily into the idea of “chosen family” and celebrating holidays with close friends. Case in point: Friendsgiving has become an immensely popular holiday with people sharing a Thanksgiving-style meal with friends, often a week or two before the actual Thanksgiving holiday, creating a perfect time for people to try new recipes that their more traditional, older relatives may not be as open to.
Whether the holidays are a source of comfort or stress (nearly 7 in 10 say Thanksgiving is the most stressful!) and bring traditions new or old, younger holiday hosts are creating tables that serve their diverse, exciting palates—and that may not always include the traditional bird.
Nicole Schumacher is Chief Marketing Officer at Pre® Brands. Contact Nicole at NSchumacher@EatPre.com
