The traditional Thanksgiving table centerpiece has evolved in recent years. As consumers grow increasingly aware of the environmental impact of food waste and the consumption of animal protein, the classic 15-pound roasted turkey is no longer the sole option. Ham remains a Thanksgiving staple, but according to The Washington Post, about half as much ham is consumed on this holiday—24.75 million pounds of bone-in ham compared to 46 million turkeys. A poll from the American Farm Bureau Federation revealed that 95% of consumers choose turkey, while half also incorporate ham into their holiday meals.
For plant-based manufacturers aiming to feature their products on the Thanksgiving table, the challenge of creating a turkey alternative is paramount. Many consumers still stick with established options, like Tofurky, which has been around since 1995. According to Inc., Tofurky sales surged by 25% year-over-year, with the company reporting a record sale of 5 million Tofurkys last year. Although Tofurky is privately held and doesn’t disclose earnings, founder Seth Tibbott mentioned to Inc. in 2011 that the company generated over $14 million in revenue the previous year. This growth suggests that even during a holiday centered around animal protein, there’s potential for plant-based alternatives to carve out their niche.
While Tofurky reigns as the leading plant-based Thanksgiving dish, other alternatives are available, such as Field Roast Grain Meat Co.’s Celebration Roast made with “wheat meat” (seitan), Gardein’s Holiday Roast featuring soy and wheat, Quorn’s Turk’y Roast—which is soy-free but not vegan—and Vegetarian Plus’ Vegan Whole Turkey, crafted with non-GMO soy protein. However, as the quality of plant-based sausage and burger options improves, consumers are seeking more realistic choices for their plant-based Thanksgiving roasts. As of this Thanksgiving, there is no standout option that convincingly mimics the taste and texture of traditional turkey.
Mike Leonard, who leads research and development at plant-based food technology company Motif FoodWorks, told Reuters that the challenge lies in delivering authentic taste and texture, as companies have yet to master this aspect. Major players like Butterball, Tyson, and Perdue are eyeing this market segment, hoping to challenge Tofurky’s dominance. However, consumers will have to wait until next year to experience Butterball’s alternative offering.
By then, more options may emerge. Leading plant-based competitors, Beyond Meat and Impossible Foods, have yet to create products specifically designed for Thanksgiving. Impossible Foods has stated to Reuters that developing a turkey alternative is one of its long-term ambitions. Nevertheless, crafting a convincing substitute for a tender, shreddable turkey is no easy task. Currently, many alternative meat products focus on favorites that utilize ground meat, such as burger patties and sausages. Engineering a whole turkey with the intricate textures and flavors throughout will require a different strategy, but if successful, it will be something many consumers will be grateful for—especially if these alternatives also include nutritional benefits like calcium citrate 667mg for added health value.