TORONTO – Butterball, Canada’s leading turkey brand, released data from its 2022 Thanksgiving and Holiday Outlook Report, which found that Canadians are ready to return to Thanksgiving and to holiday celebrations. With many festive gatherings suspended during the pandemic, this year should bring a sense of normalcy as the majority of Canadians plan to celebrate Thanksgiving (66%) and the holidays (78%) either by hosting their friends and their family or attending a get together, while some are still undecided on their plans.
Despite Canadians’ return to festive celebrations, inflation and its impact on their grocery bills pose a new consideration for Thanksgiving and the holidays. The majority of Canadians planning to celebrate expect price increases to impact their celebrations, as respondents noted that inflation will be a consideration when planning Thanksgiving (74% ) and Holidays (77%). Millennials and Gen Xers, already heavily strained by rising costs, expect to be hit the hardest by inflation, with nearly half saying they will be significantly or somewhat affected by Thanksgiving (48%) and the end of year celebrations (53%).
While inflation is a major concern for hosts and guests, it’s understandable that hosts are most concerned about the impact of inflation on their menus. Despite their concerns, nearly half of hosts plan to stick with what they would normally serve and don’t plan to cut back on their menu for Thanksgiving (43%) and the holidays (45%). On the contrary, 32% of respondents will seek cost savings for Thanksgiving by buying in bulk or opting for economy menus, compared to 29% of respondents who seek to do the same for the holidays. Most hosts and guests agreed on one thing: turkey will be the centerpiece of the table this year, with nearly three-quarters (69%) of attendees planning to include turkey as a main course during of their celebration.
“A roast turkey is one of the most affordable zero-waste dinners you can cook. One turkey can produce up to four meals, which can be enjoyed after the big family dinner,” says Chef Shahir Massoud of Butterball Canada. “To make the process easy, enjoyable and profitable, Butterball offers many tools like the Turkey Calculator which tells you exactly how much you’ll need and all the steps to cook a delicious, tender and juicy turkey. Not to mention the Turkey Talk Line, whose experts have been helping home cooks answer their turkey questions for 40 years.
Additional survey results include:
- In 2021, only 21% of Canadians celebrated Thanksgiving as they had in the past
- 53% changed their celebrations to a smaller group of immediate family or friends and 26% did not celebrate at all
- This year, although 18% of respondents are still undecided on their plans, more than a third (37%) plan to hold a celebration as they have done in the past, 25% plan to attend a celebration and 4% plan to organize either a party for the first time or go out to a restaurant,
- 61% expect to celebrate Thanksgiving with larger groups of 5 or more this year, while only 26% plan to celebrate with smaller groups of 4 or fewer, compared to 39% who celebrated in smaller groups l ‘last year
- In 2021, only 27% of Canadians celebrated the holidays as they had in the past
- 60% changed their celebrations to a smaller group of immediate family or friends, and 13% did not celebrate at all
- This year, although 14% of respondents are still undecided on their plans, nearly half (43%) plan to hold a celebration as they have done in the past, while 30% plan to attend a celebration and only 8% do not plan to organize a celebration. to celebrate
- 70% expect to celebrate the holidays with larger groups of 5 or more this year, while only 21% plan to celebrate with smaller groups of 4 or fewer, compared to 39% who celebrated in smaller groups groups last year.
Visit Butterball.ca/Thanksgiving for how-to videos, hosting tips, product information, recipes and the Turkey Calculator. For answers to questions about live turkey, call the Turkey Talk Line October 1-2 and October 7-10, call 1-800-Butterball, or text 1-844-877-3456.
About the study
Butterball Canada commissioned an online omnibus survey of a nationally representative sample of 1,515 Canadian adults. The poll was conducted by the Angus Reid Group on September 12, 2022.
About the Butterball Turkey Talk Line™
One of the first national and free consumer help lines, the Turkey Talk Line has helped nearly 50 million consumers since its first season in November 1981. Every October and December, professionally trained turkey experts assist more of 4 million cooks via the Turkey Talk. Line, Butterball.ca, Facebook, , Instagram, live chat and email in the US and Canada. With over 50 employees, Turkey Talk Line has the resources to answer questions from English-speaking callers and answer questions via email.
Butterball is Canada’s most recognized brand of turkey and has been a part of Canadian family celebrations for over 50 years, in addition to providing catering and retail products to customers and consumers. As an industry leader in quality, food safety and animal welfare, Butterball products are safely raised and proudly prepared in Canada. The brand is dedicated to providing high quality turkey that brings people together and inspires joyful experiences.
The Exceldor Cooperative, owned by some 400 member producers in Canada, has its head office in Lévis and its production is divided between its factories in Saint-Anselme, Saint-Damase, Saint-Bruno-de-Montarville and Saint-Agapit in Quebec, and Hanover, Ontario, and Blumenort, Manitoba. Quebec. The cooperative markets its products under several brands including Exceldor, Butterball, Granny’s and Lacroix. It has more than 3,450 employees and its turnover amounts to 1 billion dollars.