Brits get ready to celebrate Thanksgiving!
63% of Brits now celebrate and enjoy American holidays
53% prefer US snacks and drinks to European favourites
Sales of US foods up 45% YOY at Ocado
27th November, 2013 – As Americans and US expats across the globe get ready to celebrate Thanksgiving, Ocado the online supermarket today releases new research revealing the extent to which Brits are adopting trends from across the pond. From pumpkin pie to egg nog, Britons are now embracing all things Americana and Ocado’s American Shop is packed full of US favourites that can be added to the weekly shop and delivered to the kitchen table in just a few clicks.
The research showed that 63% of Britons are now regularly celebrating American holidays and events, including Thanksgiving, Independence Day, the Superbowl and Halloween. While these events were typically downplayed in the UK in previous years, Britons are now embracing traditional American calendar dates. 70% of respondents believe the UK is now not only eager to adopt American traditions, but also American food products and chains with the arrival of cult brands like Shake Shack and Five Guys.
Over half of Britons (53%) said they preferred American snacks and drinks such as Lucky Charms, peanut butter & jelly sandwiches and eggnog to European favourites like mulled wine, croissants and brandy.
Sales figures analysed by Ocado support the trend for all things Americana, with sales of American foods and products increasing by 45% YOY. The top five selling products from the American shop at ocado.com in the last 12 months are: Oreos, Sam Adams Boston Lager, Kraft Mac ‘n’ Cheese, No-No Low Fat Sesame Seed Wheat & Corn Flat Breads and Libby’s Pumpkin Puree.
The online supermarket also unveiled the top five areas ordering the most US food products in their weekly shops. The top 5 are: London, Cambridge, St Albans, Twickenham and Nottingham.
Jason Gissing, Ocado co-founder commented: “We launched our US range to give expats an easier way to shop for their favourite foods and while we always expected it to be a hit with Americans, we didn’t anticipate the huge demand that we’ve seen from Brits. It’s fascinating to see how more and more customers are now adding cult American classics to their basket and celebrating US holidays. I’ll be joining them and hosting a family dinner for twenty of my American friends and family!”
To see the full Ocado American shop, visit Ocado Thanksgiving.
No kidding! I have found over the years that Waitrose will stock fresh turkeys a few days before Thanksgiving. I went there an hour ago to find only 2 left! They’ll probably restock, but still, I’m going to count myself lucky!
Yay for you Jane! I’m so glad you got a Turkey! This is great news, I’m going to ask if they can stock instant grits 🙂 Happy Thanksgiving to you Jane!
Happy Thanksgiving Meg! I can’t help but feel a bit sad that over half of Brits prefer American snacks. Most of it is junk food filled with sugar and GMO’s. Not something I’m proud we export across the pond. I was in the States in the summer and couldn’t believe how almost every processed food contained high fructose corn syrup (genetically modified). Guess I just prefer my Thanksgiving with everything homemade. 🙂
Happy Thanksgiving to you too Gail. I know what you mean but I don’t think it means people are making their Thanksgiving meals with snacks/fast food. I think it’s referring to snacks in general – not just Thanksgiving food. I also love homemade Thanksgiving and Christmas – most of the meals I make regularly are homemade (at least I try!) Also, I know American snacks can be unhealthy, but seeing some of the stuff my 12 year old son brings home after school makes me think the UK is no better. Thanks for your comment, did you see that TV show about the Men who made us fat? It’s all about the decision to use fructose corn syrup in foods because it was the cheaper option. Interesting and shameful. I hope you have a great Thanksgiving – it’s hard to celebrate it here at the best of times!