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Thanksgiving is not easy it's no longer an American thing: it's becoming a British obsession.
Young people in Britain are leading this trend. According to Mintel research, 42% of Gen Z and millennials in the UK have attended a Thanksgiving meal, and 16% say they plan to host or attend one for the first time this November. More than half of those surveyed believe American-style holidays such as Thanksgiving and Halloween are becoming the “biggest events” in the British calendar.
“The UK's interest in Thanksgiving reflects a growing appetite for… american food” Trish Caddy, associate director of foodservice research at Mintel, told The Guardian.
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Experiential food has taken center stage, and Thanksgiving fits perfectly into this trend.
“This is not so much a cultural borrowing as a culinary celebration. food trend based on experience where people are looking for themed menus, social connections and limited edition offerings.”
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This 'culinary feast' is appearing on British plates. Devon-based Pipers Farm says sales of turkey and Thanksgiving-related products jumped 38% in the two weeks leading up to the holiday last year, with demand continuing to rise. The farm has added more sides and turkey sizes to cope with what it expects to be another record year.
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Online retailer Ocado is experiencing a similar boom.
“It's less of a cultural adoption and more of a culinary celebration,” says Mintel's Trish Caddy. (iStock)
The company says searches for “Thanksgiving” are up 440% from last year, and searches for “pumpkin spice” are up more than 550%. American snack brands are also growing. Herr's Buffalo Blue Cheese Curls rose 410%, and Newman's Own Ranch Dressing more than doubled in sales.
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According to Brit Brief, UK grocery store data also shows sweet potato sales were up 45% in November last year, while sales of canned pumpkin were up 60% year on year.
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Restaurants also make money. At CUT restaurant at 45 Park Lane in London, chef Elliot Grover told The Guardian they had expanded their Thanksgiving service to cater for more than 180 diners.
Young Brits are leading the trend, with 42% of Gen Z and millennials in the UK reporting they attended a Thanksgiving meal. (iStock)
45's bar now offers themed appetizers all week long, from turkey croquettes to pecan pies to bacon-wrapped dates.
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This Thanksgiving appetite fits into a larger shift in the way Britons approach food. Innova Market Insights calls it the “Local Goes Global” trend: a surge in interest in international flavors. The company's latest UK food market data shows sales of American food-inspired products are up 8% across the region as consumers seek bold, recognizable flavors that still feel a little exotic.
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This is supported by a separate report on the UK food and drink sector 2025 from Tokio Marine HCC. While the report notes that inflation is squeezing buyers, it also notes that “new products and themed experiences“Remains a key driver of growth in the food and hospitality sector.
