4th Annual Shopper Thanksgiving Survey: Butterball Stretches Dominance

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The Purchase Decision Network and Shopper, a leading mobile shopping list application with more than two million installs (get it free here: http://bit.ly/getshopper), surveyed its user base to determine the brands of turkey that users planned to cook for Thanksgiving, favorite Thanksgiving side dishes and important factors in choosing the turkey.

Thanksgiving recipes on Shopper

We’ve run this survey three years in a row. Last year Butterball really dropped due to a lack of turkeys and you saw people unsure of what they would do.

Noteworthy findings included:

  • Butterball has return to their historical market share of 41% after dropping to 30% last year.
  • The next closest brands are store brands, Jennie-O and Foster Farms, at 7% - 10%, actually higher than previous years
  • Comparing across all 3 years, 2013 saw a jump in both people not cooking Turkey and people unsure of their brand selection. That’s gone in 2014.
  • 40% of respondents cite taste as the main factor in choosing the Thanksgiving turkey before value for money (21%) and healthiness (11%). In 2013 healthiness had enjoyed a larger share.
  • In a new question this year, 45% of those surveyed picked Thanksgiving stuffing as their favorite side dish over cranberry sauce, sweet potatoes, and gravy.
  • And for the 3rd year running, while discussions of organic and free-range turkeys dominate foodie websites, there is no statistically significant mention of these choices in the mainstream shoppers surveyed.

“We’ve run this survey three years in a row. Last year Butterball really dropped due to a lack of turkeys, and you saw people unsure of what they would do,” said Sean Flynn, CEO of the Purchase Decision Network. “This year with Butterball stronger than ever, you can see there were some winners and losers among the remaining brands.”

Shopper saves users time and money every day by organizing shopping lists, suggesting great recipe ideas, and suggesting grocery coupons and store flyers. Shoppers can visit http://www.MyShopperApp.com for more information and to download the application.

Retailers and brands can see the complete list of responses for all three years of the survey at http://bit.ly/ThnxG2014 or reach out to Sean at the contact info below to discuss further details of the study.

About The Purchase Decision Network and Shopper
The Purchase Decision Network (New York) owns Shopper, which has been downloaded by over 1 million users from the iPhone, Android, Blackberry and now Intel AppUp stores, where it continues to delight consumers with a simple and intuitive interface. Shopper saves time and effort on everyday shopping, automatically matches shopping lists to savings offers, and shares lists, recipes, tips and savings with friends and family.

Sean Flynn, CEO
The Purchase Decision Network
(888) 816-8125

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Sean Flynn
The Purchase Decision Network
+1 (888) 816-8125 Ext: 111
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