Unlocking Retail Potential: Insights from the 2025 Butterball Togetherness Report

Butterball has unveiled its latest Butterball Togetherness Report, which explores consumer shopping behaviors and trends related to social meals throughout the year. This report highlights a significant shift in how families and friends engage over meals beyond traditional holidays and special occasions.

The findings reveal that these social meals constitute approximately one-third of the total food and beverage spending, which translates to a staggering $281 billion in potential market revenue.

“Butterball recognizes the joy of gathering with loved ones over shared meals,” stated Kyle Lock, Butterball’s Vice President of Retail and International Marketing. “We aimed to delve deeper into consumer shopping patterns for these events and provide grocery retailers with actionable insights to capture these opportunities.”

The report emphasizes the year-round potential of social dining, encouraging retailers to adopt a few strategic approaches in merchandising and customer engagement. Here are the four key strategies recommended:

• Acknowledge the significance of social meals;
• Engage customers through easy-to-follow recipes and enjoyable experiences;
• Position your store as the primary destination for entertaining shoppers;
• Highlight protein options, as they remain the cornerstone of social meals.

The Significance of Social Meals

According to the report, 85% of consumers plan to entertain as frequently or more often than the previous year. Additionally, 47% of shoppers express that cooking for others is their way of showing care. This presents a prime opportunity for retailers to offer meal solutions catering to diverse budgets and time constraints.

Engagement through Recipes and Experiences

Younger generations are increasingly hosting social meals, being 42% more likely to explore different stores for their gatherings. As newer hosts, they often seek guidance and inspiration for their meal planning. Retailers can meet this demand by supplying digital recipes that link to online shopping carts, along with in-store interactive experiences that encourage confidence and enjoyment.

Establishing Your Store as the Go-To Destination

The report highlights that consumers approach meal planning differently when entertaining. A notable 33% of shoppers visit multiple stores, primarily driven by factors such as affordability, variety, convenience, and quality of the meat and seafood sections. Retailers can capitalize on these occasions to foster store loyalty and increase basket sizes with carefully tailored offerings.

Promoting Protein: A Key to Success

Protein remains central to social meals, with 92% of shoppers confirming it’s a regular part of their entertaining menu. Furthermore, 52% are likely to splurge on protein dishes when hosting. While many protein options exist, turkey stands out as a versatile and lean choice. Retailers are encouraged to promote turkey products—like tenderloins and burgers—throughout the year, positioning them as staple items for social gatherings.

About the Study

The Butterball Togetherness Report draws from a comprehensive online survey conducted from April 15-21, targeting 1,872 respondents in the contiguous U.S. These individuals are either the primary grocery shoppers for their households or share the responsibility and have hosted social meals more than once in the past year. Social meals are defined as non-holiday casual dining occasions hosted at home with guests outside immediate family members, such as cookouts or brunches.

For further insights, refer to the full Butterball Togetherness Report linked above.