Trend to Watch: Ham Likely to Feature Prominently at Thanksgiving and HoneyBaked Ham is Poised to Benefit 

by | Nov 13, 2024

Slices of ham on a table

Image Credit: Jake Warren via Unsplash

Thanksgiving is now just over two weeks away, and many Americans are finalizing their plans for the annual feast. According to the latest CivicScience data, 84% of Americans intend to celebrate Thanksgiving this year, a slight decrease of two percentage points from last year – perhaps in some residuals from the election.

Turkey is set to take center stage on most Thanksgiving tables, as usual. However, it’s not the only meat option on the menu this year. Ham holds a solid second place, followed by chicken, while plant-based meats remain the least likely choice for the holiday.


Cast Your Vote: Would you rather eat turkey or ham on Thanksgiving?


With 2-in-5 of those celebrating and serving meat planning to include ham, it could bode well for HoneyBaked Ham. Known for both its restaurant locations and its selection of meats and other products, the brand enjoys strong favorability, with 61% of those aware of it expressing a positive view. This holds true across all age groups as well, meaning many Americans love their HoneyBaked Ham. 

With HoneyBaked Ham likely set to be a prominent piece of holiday meals this year, CivicScience’s database of 5 billion consumer responses sheds light on the distinct characteristics of those with a positive view of the brand:


Weigh in: Do you plan on cooking your own Thanksgiving dinner?


Though turkey is the star of the Thanksgiving show, ham is likely to make a significant showing this year. With a loyal fan base — many of whom (89%) plan to celebrate Thanksgiving this year — and a range of pre-made offerings, HoneyBaked Ham appears well-positioned to capitalize.

 

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