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.