Dive Brief:
- Not surprisingly, the annual Delta Dental Thanksgiving pie survey reveals America’s holiday favorite is pumpkin pie, chosen by 36% of Americans surveyed. Pumpkin beat out the runner-up, pecan pie (17%), by more than double. Not too far behind is apple (14%) and sweet potato (10%). Several fruit pies — strawberry, blueberry, cherry and lemon meringue — found their way at the bottom of the list.
- In a somewhat unique twist on the traditional dessert, Midwest grocer Meijer is offering a range of “healthier” pies in its bakery department during the Thanksgiving holiday, according to a company release. Some options include no-sugar added pumpkin, apple and cherry pies, which Meijer in part sources from Illinois-based Hill & Valley Bakeries. To help consumers with portion control, the retailer also carries various size options from 4-ounce slices to whole 11-inch pies.
- Meijer reports that its in-store bakeries sell more than a quarter-million store brand pies in the days leading up to Thanksgiving, and that the day before Thanksgiving is historically the retailer’s top sales day for pies during the entire year.
Dive Insight:
As consumers enjoy a calorie-laden spread of turkey, potatoes, stuffing, rolls and other Thanksgiving favorites this week, there's often a tasty pie on the table to round out the feast.
As many health experts attest, the key to maintaining a balanced diet and healthy weight is moderation — sage advice, especially with the holidays around the corner. But America has a sugar problem, which is causing a variety of health and weight management issues. So grocers such as Meijer deciding to offer a selection of “lighter” fare this holiday, like the low-calorie and no-sugar-added pies, is not altogether an egregious idea. In fact, it could be considered good marketing and a unique point of differentiation.
A growing number of consumers, particularly aging Americans, are dealing with health issues, such as diabetes and obesity, and must watch their sugar intake. Yet, they still want to indulge on their favorites to a certain extent during the holidays.
While the “healthier” pies probably won’t be Meijer’s biggest sellers this Thanksgiving, the retailer should get credit for stepping up and seizing an opportunity to provide a convenient dessert solution for this particular consumer niche.
More grocers would be wise to load their bakery up with items that allow shoppers to eat pie but avoid at least some of negativity that is attached to it. It could attract consumers and boost loyalty to the store even after the holiday season has ended. Shoppers stopping in for their special pies are likely to splurge on many more goods while in the store too. After all, the average American will spend $97 on eating and hosting Thanksgiving this year.
Whether it's the ever-popular pumpkin or pecan, or one of the many other options available, pies will remain an integral part of the holidays —and as consumers look to eat healthier, it only makes sense for supermarkets to give the shopper what they want.