Americans enjoy holiday food advertising: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 17, 2021, 5:38 PM UTC

The latest survey from NCSolutions (NCS) highlights consumer sentiments around holiday sentiments.

The study found 47% of US consumers reported enjoying holiday food advertising. One-third of consumers say holiday food advertising puts them in the right mood for the season. 93% of Americans plan to spend the same or more on 2021 Thanksgiving/ Holiday food items, a 10% increase from 2020.

Americans are increasingly turning to media for advice and ideas related to holiday meals, with 35% planning to use cooking websites, 28% planning to use social media, 25% planning to “How-to” videos and 23% planning to use the TV. In this holiday season, 62% of US consumers plan to purchase food items that they usually buy. In comparison, 46% will look for food items that remind them of their childhood – indicating that familiar and nostalgic products and brands will be at the top.

NCS CEO Linda Dupree said that historically Thanksgiving is the third biggest week of the year when it comes to consumer packaged goods spending. “The good news for CPG brands is that early indicators are exhibiting that spending trend again this year,” added Dupree.

Download YouGov’s International FMCG/CPG Report 2021 for more insights on the sector

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