Kroger predicts fresh cranberries to be a star of Thanksgiving

Move over turkey, The Kroger Co. sees fresh cranberries making a splash this Thanksgiving.

The Cincinnati-based grocer announced trends heading into the Thanksgiving holiday, sharing that it expects to sell 6.2 million pounds — or 100 truckloads — of fresh cranberries this holiday, based on sales from the previous year during the same period.

Of course, turkey also will be on the menu for many Americans.

Kroger is projecting to sell 55 million pounds of turkey, as 85% of surveyed customers celebrating say they will enjoy a traditional Thanksgiving meal cooked at their home or in the homes of family and friends, according to 84.51º, Kroger's retail and data science, insights and media arm.

“Thanks to our amazing team of associates, Kroger is prepared to help our shoppers make holiday memories this season with all of their favorite family recipes and Thanksgiving staples — including 55 million pounds of turkey,” Stuart Aitken, Kroger senior vice president and chief merchant and marketing officer, said in a release. “As families and friends gather this Thanksgiving, we are here to help them make it a meal they will remember — whether they're recreating longstanding traditions or creating new — no matter how they choose to celebrate.”

Produce will also star in some of the 4.1 million pies purchased this season. Kroger says pumpkin, apple and pecan dominate as customer favorites.

For holiday hosts looking for more variety or families who can’t choose between seasonal favorites, Kroger has customers covered with a new half-pumpkin and half-pecan pie available for the first time this year. 

“Nostalgia reigns supreme this season,” says Kroger, with a fall twist on classic cocktails such as cranberry mules, pumpkin spice mudslides, maple old-fashioned and apple-spiced margaritas making the party play list. The grocer predicts that spirits will be batched and shareable with boozy punches and sangria infused with autumn flavors like apple cider, pumpkin spice and dark spirits.

Kroger is also touting its Our Brands products as solutions for making customers' holiday meals “affordable, easy and delicious,” including its Private Selection Petite Sweet Potatoes with Brown Sugar and Cayenne; Kroger Family Size Broccoli and Cauliflower Au Gratin; Simple Truth Salad Starters; and Simple Truth Organic Butternut Squash Soup.

Insights from 84.51º also report nearly 50% of customers surveyed started their Thanksgiving shopping a week before the holiday.

Kroger says customers can still get their Thanksgiving favorites now by shopping in-store, through Kroger Pickup or delivered using Boost by Kroger, the annual grocery delivery membership that can save customers more than $1,000 per year on fuel and grocery delivery.