Butterball released the Butterball Togetherness Report: Unlocking Retail Potential Through Social Meal Gatherings that revealed consumers’ shopping behaviors and trends when buying groceries for social meals with friends and family outside of the holidays and special occasions. 

The results highlight the desire for more social meals throughout the year, which according to consumer estimates, account for a third of food and beverage spend – approximately a $281 billion market. 

“Butterball knows that consumers enjoy gathering with friends and family around a meal throughout the year, but we wanted to better understand how people shopped for those events and what we could share with grocery retailers to help capture those trips,” said Kyle Lock, Butterball’s vice president of retail and international marketing. “The report revealed that the power of food to bring people together is an all-year opportunity. Just a few simple considerations when merchandising, planning promotions and providing resources for shoppers can build loyalty and repeat store visits that impact the bottom line.”  

The Togetherness Report recommends four key strategies for grocery retailers:

1. Realize the importance of social meals.
2. Engage shoppers with easy recipes and fun experiences.
3. Establish your store as the go-to grocery destination for shoppers who entertain.
4. Promote protein – it’s the preferred social meal staple.

Shoppers have a strong desire for more social meals outside of the holidays and special occasions, as 85% of consumers said they plan to entertain as many or more times as they did last year. In addition, 47% of shoppers stated that cooking for others is how they show they care. Retailers can capture these sales opportunities by providing meal solutions to accommodate tight budgets and time constraints. 

Butterball’s research found that younger generations host more social meals than Boomers and are 42% more likely to explore different stores when shopping for at-home gatherings. As newer hosts, they seek inspiration and guidance when meal planning. Grocers can accommodate by providing digital recipes that link to an online shopping cart and in-store ‘how to’ experiences that foster confidence and fun.

Consumers say they meal plan and shop differently when entertaining. The report cites that 33% visit multiple stores and the top reasons for store choice are based on affordability, variety, convenience and quality of the meat and seafood department. This data indicates that retailers can use these occasions to drive incremental trips and premium baskets by tapping into store loyalty, leveraging eCommerce platforms and providing consumers with protein-forward options.

Hosts plan their social meals around protein, as 92% of shoppers say it is always on the menu, and it’s also what 52% of hosts are most likely to splurge on when entertaining. While consumers have choice when it comes to protein, turkey is an option that is versatile and naturally lean. Retailers should consider promoting turkey products outside of the holidays – like tenderloins, burgers, roasts and dinner sausage – as an approachable protein staple for gathering occasions.

The report was based on a 12-minute online survey was fielded from April 15-21, in the contiguous United States. The survey reached 1,872 respondents who share or are the primary grocery shopper for their household and had some type of social meal gathering more than once in the last year. Social meals are non-holiday, casual dining occasions hosted at home with people other than immediate family members. Examples include a cookout, dinner party or brunch. They do not include dining out. 

About Butterball
Butterball, LLC, headquartered in Garner, North Carolina, is the best known and most loved* brand of turkey in the U.S. Bringing people together over wholesome homemade meals for more than 60 years, the company provides retail and foodservice products to customers in more than 30 countries. Butterball is committed to being an industry leader in quality, food safety and animal care and well-being, and was the first major turkey company to voluntarily achieve certification through American Humane. The company employs nearly 7,000 team members who work in production facilities, live operations and offices across Arkansas, Illinois, Kansas, Missouri and North Carolina.