2024 Campbell’s State of the Sides Report reveals an unlikely food trend
While the turkey might hold prime space at the center of the Thanksgiving table, the side dishes usually fill people’s plates. In the 2024 Campbell’s State of the Sides Report, the holiday traditions have evolved to include these trending food choices.
Time and again, people want one thing at Thanksgiving, side dishes. Even though there are jokes about uncomfortable conversations, praise for a juicy turkey, and even a few cocktails to enjoy, people have definite opinions on the texture of mashed potatoes, the seasonings in the stuffing, and jellied cranberry sauce.
For the past couple of years, Campbell’s has released its State of the Sides Report. The annual survey does a deep dive into what food people really crave at Thanksgiving. It is more than just another green bean casserole. The discussion shows how both old and new traditions blend at the table.
As Marci Raible, Vice President, Integrated Marketing, Campbell's said, "For generations, Campbell's has been at the center of holiday traditions and tables, bringing flavor to family tables across the country. 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."
Campbell’s State of the Sides says people crave this type of Thanksgiving side dish
While some people might stick to grandma’s stuffing recipe, others are looking for a blend of new and old on the table. The approaches might differ, but one thing remains the same. People crave comfort food.
According to Campbell’s, 45% of respondents want creamy, comforting flavors. In that green bean casserole, it is the creamy center, not just the crunchy topping, that makes it taste so good. The same can be said for non-lumpy potatoes.
Mac and cheese has seen a surge in popularity over the years. That classic comfort food has become a staple, especially with the Gen Z crowd. Whether it is the recipe ease or its repurpose as a leftover, everyone wants that ooey, gooey goodness.
Given that creamy textures and flavors satisfy, Campbell’s condensed soups help to bring that consistency to many recipes. From mac and cheese to casseroles to even mashed potatoes, those classic soups are the secret helper to make almost any recipe taste better.
Campbell’s fills the house with delicious aromas
To set the ambiance before everyone sits down at the table, Campbell’s has partnered with CAMP to create the Campbell's Limited Edition Candle Collection: The Scents of Sides Season. These four candles capture the tempting aroma of classic side dishes.
The candles include: Green Bean Casserole, Jalapeño Cheddar Mac & Cheese, Apple, Fennel & Herb Stuffing, and Everything Bagel-Seasoned Mashed Potatoes. Although the scents might not be typical, they are perfect for the Thanksgiving holiday. In addition, they could inspire a new side dish option at the table.
The Apple, Fennel and Herb Stuffing might be the most approachable scent. The herbaceous notes from fennel, rosemary, and thyme might be a little woody, but the slightly juicy, tart apple brings it all together. It captures the warm, cozy vibe.
Most people will have a good laugh at the Green Bean Casserole. Even though it is vegetable forward, the buttery notes capture that savory goodness.
The Campbell's Limited Edition Candle Collection: The Scents of Sides Season will be available for purchase on CAMP starting on November 18. The collection is $30.