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Thanksgiving Boom: Young Brits Drive the Rise for Americana Food Culture

1st November 2025

  • Thanksgiving is taking off in the UK, with searches for ‘Thanksgiving’ up 440% year-on-year on Ocado.com.
  • Younger Brits are driving the trend, with 42% of Gen Z and Millennials say that they’ve attended a Thanksgiving meal in the UK, and one in six of the same demographic are planning to host or attend their own Thanksgiving meal this year.
  • Ocado data reflects a nationwide interest in US products, with sales of Herr’s Buffalo Blue Cheese Curls up 410%, Jack Daniel’s Gentleman Jack Whiskey up 392%, and Newman’s Own Ranch Dressing up 202%.
  • This growing appetite for American foods is fuelled by ‘phantom nostalgia’, where Brits feel sentimental about US foods they’ve seen on TV and in films – with 28% saying they feel nostalgic when eating American-inspired flavours.

Thanksgiving is on the rise in the UK, as young Brits are catching a taste of all things American. With Halloween celebrations growing bigger and bolder each year, often setting the tone for the season, it’s clear that American-style traditions are finding a permanent place in the British calendar. As the Thanksgiving holiday gains popularity among Gen Z and millennials, a broader fascination with US flavours, traditions and comfort food is taking hold across Britain.

New data from the UK’s largest online-only supermarket Ocado.com, reveals that searches for Thanksgiving have jumped 440% year-on-year, while Pumpkin Spice is up more than 550% and Tex-Mex searches have doubled. It’s clear that when it comes to food, Brits are embracing Americana in all its comforting, indulgent glory.

A growing love for American-style cooking and products is fuelling this enthusiasm. Ocado’s sales data shows imported classics surging in popularity, with Authentic American Pumpkin Puree up 262% year on year. The trend isn’t limited to holiday cooking; it’s also influencing snacking and drinking habits. Sales of savory foods such as Herr’s Buffalo Blue Cheese Curls are up 410% year-on-year and Newman’s Own Ranch Dressing is up 202%. A pub classic, sales of Jack Daniel’s Gentleman Jack Tennessee Whiskey are up 392%. Even Epic Giant Toastin’ Mallows are up 130%, showing that the nation’s sweet tooth is also getting an Ammerican accent.

Homegrown spins on American classics are also on the rise, with sales of Bird’s Eye Chicken Popstars Southern Fried up 60%, and Ocado.com now listing over 20 variations of mac & cheese – from spicy and truffle-infused versions, to M&S Marmite Mac & Cheese Bites – proving that this all-American dish has truly fused with British cuisine.

After decades watching American families gather around Thanksgiving tables, or friends sharing diner breakfasts on TV shows and films, Brits have been subconsciously influenced to crave those same flavours, from pancakes to pumpkin pie. This cultural osmosis has created what’s known as  “phantom nostalgia”: a sentimental fondness for food we’ve never actually grown up with, but still feels comfortingly familiar.

Research commissioned by Ocado reveals that 44% of Brits say they enjoy trying US-inspired dishes they’ve seen on TV or in films, while 47% of 18–34-year-olds say that eating American-style food makes them feel nostalgic, even if they’ve never eaten it in the US. Meanwhile, 37% say that popular American TV shows and films have influenced them to try certain foods, and 46% believe that US flavours have influenced British cuisine.

As Thanksgiving approaches, the influence of Americana isn’t limited to what’s on our plates. 42% of Gen Z and millennials say they’ve attended a Thanksgiving meal in the UK, and one in the six of the same demographic  plan to attend or host a Thanksgiving meal for the first time this November. Overall, more than half (53%) believe US holidays like Thanksgiving and American-style Halloweens are becoming bigger fixtures in the British calendar.

Dan Elton, Chief Customer Officer at Ocado Retail, says, “We’ve grown up seeing American culture play out in everything from sitcoms to iconic films, so it’s no surprise many foods seen on screen feel comfortingly familiar to us. We’re seeing this love of American food culture translating into what people are buying on Ocado.com – from ranch dressing and marshmallows, to mac & cheese in every imaginable form. 

Whether it’s for a full Thanksgiving spread or a diner-style breakfast, Ocado has an unbeatable choice of American flavours at great prices, all conveniently delivered straight to your door.”

What was once niche is now a normal part of British culture, proof that the UK’s relationship with Americana is both emotional, and edible.

Shop the Americana range at Ocado.com

ENDS 

Notes to editors:

  • Ocado sales data compares September 2025 vs September 2024.
  • Consumer research conducted by Ocado, poll of 2,000 UK citizens conducted between 10.10.25-15.10.25.
  • According to the 2021/22 UK Census, there are approximately 231,000 US-born residents living in the UK.

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