What's Happening?
The Campbell's Company has released its fifth annual 'State of the Sides Report,' officially kicking off 'Sides Season.' The 2026 report, based on a survey of 5,017 U.S. adults who celebrate Thanksgiving, reveals that side dishes continue to be the favorite
part of Thanksgiving meals. Key findings indicate that Campbell's original Green Bean Casserole remains America's most nostalgic and 'untouchable' Thanksgiving side, with 67% of respondents associating it with past Thanksgivings and only 19% willing to change its recipe. Mac & cheese is identified as a 'great unifier,' favored by 57% of respondents and Gen Z's top choice for the second consecutive year. Campbell's sells nearly 40 million cans of Cream of Mushroom soup during the holiday period, a key ingredient for the casserole.
Why It's Important?
This report provides valuable insights into American holiday culinary traditions and consumer behavior, particularly concerning Thanksgiving meals. For Campbell's, the data reinforces the enduring popularity and cultural significance of its products, especially Cream of Mushroom soup, which is central to the iconic Green Bean Casserole. The findings can inform marketing strategies, product development, and supply chain management for food companies during the crucial holiday season. Understanding generational preferences, such as Gen Z's affinity for mac & cheese, allows brands to tailor their messaging and product offerings to different demographic segments, ensuring continued relevance and market share in a competitive food industry.
What's Next?
Campbell's will likely leverage the findings of its 'State of the Sides Report' in its upcoming holiday marketing campaigns, emphasizing the nostalgic and unifying aspects of its products. The company may also explore new recipes or product variations that cater to evolving consumer preferences, such as the growing popularity of mac & cheese. Retailers and other food brands will also analyze these trends to stock appropriate inventory and develop their own holiday promotions. The report's insights into cherished traditions and openness to new ideas suggest a dynamic culinary landscape that will continue to evolve, prompting ongoing innovation in the food sector.
Beyond the Headlines
The 'State of the Sides Report' reflects deeper cultural narratives about tradition, comfort, and community surrounding holiday meals in the U.S. The enduring appeal of dishes like Green Bean Casserole speaks to the power of food in evoking nostalgia and maintaining family customs. The report also subtly highlights the role of convenience in modern cooking, with 46% citing easy preparation as a reason for choosing mac & cheese. This blend of tradition and convenience shapes not only what Americans eat but also how they celebrate, influencing broader trends in food consumption, family gatherings, and the emotional connection consumers have with brands during significant cultural events.
