Campbell’s^® Releases 2024 State of the Sides Report; Marci Raible Comments

Now that November is officially here, Thanksgiving and Friendsgiving plans are being put on the calendar, sending shoppers into the grocery store as they prepare their favorite seasonal dishes. Celebrating what it calls the Sides Season^™, Campbell’s^® has launched its 2024 State of the Sides Report, uncovering which holiday side dishes and recipe trends are sure to make an appearance this holiday.

"For generations, Campbell's has been at the center of holiday traditions and tables, bringing flavor to family tables across the country," said Marci Raible, Vice President, Integrated Marketing, Campbell's. "As we celebrate the third year of our State of the Sides Report, it's clear that side dishes are the cornerstone of holiday meals and memories—and Campbell's is an essential ingredient in creating these beloved dishes."

With a focus on evolving trends, preferences, and traditions, this insightful report reaffirms side dishes’ role as a main attraction during Thanksgiving. Some of the key findings from the report include:

• More than 55 percent would rather pile their plates with side dishes than the turkey itself, reaffirming that sides are the true star of the meal
• 60 percent find more joy in cooking the sides than preparing the bird
• Gen Z (ages 18-27) loves Mac and Cheese, with 45 percent of the generation seeing it as their favorite side dish each year
• Nearly 40 percent admit they'd be perfectly content with a plate full of only side dishes
• Nearly 45 percent are joining Friendsgiving celebrations, where they can experiment with new sides and connect over shared meals with friends

To celebrate Side Season, Campbell’s has also released a line of fun and creative side dish-themed candles, along with its State of the Sides map, which depicts just what consumers are serving up this holiday season by region. Hungry for more info? Click here.

For more category insights to inform your seasonal merchandising strategies, keep reading DMN.