LONDON — A series of new surveys from a US newsroom has lifted the lid on how Americans are approaching food, travel and drink this season, revealing shifting priorities across generations and a growing willingness to spend in pursuit of culinary experiences.
Older Generations Crave Sweet Satisfaction
One of the headline findings shows that Americans, particularly older generations, find it difficult to make it to midday without a sweet indulgence. The survey revealed that sweets were heavily favoured by older participants — 49% of baby boomers and 51% of the Silent Generation — while only 43% of Gen Z respondents said they preferred sugary snacks.
Despite concerns around health and nutrition, many Americans appear to be rationalising their cravings through perceived nutritional benefits. According to the data, 60% of respondents said nutritional value could make a sweet snack “healthy,” followed by 45% who cited freshness, 43% who believed being whole and unprocessed contributed to healthiness, and 29% who said being organic made a difference.
These findings point to a complex relationship between indulgence and wellness, as consumers across age groups seek to balance enjoyment with health consciousness. For businesses in the food and beverage industry, the data underscores continued opportunities in the premium snack market — particularly products that blend taste and nutritional appeal.
Travelling for Taste — the Rise of the “Foodcation”
Another key trend highlighted in the newsroom’s research is the increasing appetite for culinary tourism. The survey found that the average respondent traversed 484 miles and spent $910 on their most recent “foodcation,” underscoring a growing consumer segment willing to travel and spend for authentic food experiences.
Top of the list for American food tourists was Philadelphia, Pennsylvania, where the iconic Philly cheesesteak remains the primary attraction.
The findings suggest a shift in how Americans view travel — with food now serving as a central motivator rather than a secondary pleasure. Analysts note that the rise of social media, regional food festivals and the desire for “experiential” travel have helped fuel the phenomenon, turning local dishes into destinations in their own right.
Empty Nesters Reconnect Through Festive Meals
The holiday season continues to play a powerful role in bringing families back together, particularly for parents whose children have left home. According to the survey, more than half (54%) of respondents described as “empty nesters” plan to have their children return home for the holidays this year.
The data also shows that these reunions often revolve around food. Adult children are travelling an average of 596 miles to be with family, while 72% are requesting their favourite meals be prepared for them. In addition, 46% want their preferred snacks or drinks ready upon arrival, and 18% said they plan to visit old local spots and hangouts during their stay.
For retailers, supermarkets and hospitality providers, these trends highlight significant seasonal spending opportunities — from travel and dining to gift-giving and nostalgic food experiences.
Younger Americans Moderate Their Drinking — But Not by Much
The surveys also explored attitudes toward alcohol consumption during the holidays, revealing that moderation remains an ongoing challenge. Among respondents aged 21 to 44, 77% said they expect to drink the same amount or more alcohol than last year.
However, there is growing awareness of responsible drinking habits. 64% of respondents who drink said they plan to use “zebra striping” at holiday events this year — a trend referring to alternating alcoholic and non-alcoholic beverages to maintain balance.
This suggests a gradual cultural shift towards mindful drinking among younger adults, even as overall consumption remains steady. Industry experts believe such trends could influence demand for low- and no-alcohol beverages, as well as premium mixers and craft alternatives.
Shaping Consumer Behaviour Across Sectors
Taken together, the survey results paint a detailed picture of how Americans are balancing indulgence, connection and control in their food and drink choices. From the growing popularity of experiential dining and “foodcations” to the enduring emotional pull of home-cooked meals, the findings illustrate a marketplace where emotion, experience and wellness increasingly intersect.
For businesses in the food, beverage, travel and hospitality industries, these insights may prove valuable in shaping seasonal marketing, product development and customer engagement strategies for the year ahead.
