Cooking at Home

Food is more than just a meal; it is a reflection of how people are adapting to uncertain times. According to Campbell's CEO Mick Beekhuizen, growing economic concerns are forcing more Americans to cook at home. In a recent report, he noted that there is a "growing preference for home-cooked meals, leading to the highest levels of meals prepared at home since early 2020." With high food prices shaping consumer habits, Americans have been rethinking how and where they spend their food dollars. More consumers are buying in bulk, opting for store brands, and cutting food waste to stretch their grocery budgets further. Beekhuizen wrote that consumers are "favoring ingredients that help stretch tighter food budgets," especially condensed cooking soups, broths, and Italian sauces. (Campbell's recent earnings report noted a 15% increase in broth sales and a 2% rise in pasta sauce sales.)

In 2024, prices for food eaten at home rose 1.2%, while prices for food away from home rose 4.1%, according to the U.S. Department of Agriculture (USDA). Market research company Circana's recent "Eating Patterns in America" report highlighted the growing year-over-year trend toward at-home dining, noting that consumers ate 116 more meals at home during the past year than they did pre-pandemic. David Portalatin, senior vice president and industry advisor at Circana, stated, "With dining out costing four times more than eating at home, many are cutting back on restaurant visits." A recent Harris Poll survey agreed, finding that 89% of U.S. consumers report eating at home more frequently to save money. Dining out is not disappearing, but it is becoming more calculated. According to the National Restaurant Association, 80% of diners are more inclined to use discounts for dining during less busy times or for add-ons. So if a restaurant doesn't offer clear value, consumers are skipping it.

Home cooking typically is considered to be healthier than eating out or ordering in. But as food prices have crept up, eating healthy has gotten tougher for many Americans. According to a Pew Research Center survey conducted earlier this year among over 5,000 U.S. adults, an overwhelming majority (90%) of adults say healthy food has gotten more expensive in recent years, and 69% say these price hikes make it more difficult for them to eat healthy. Americans who eat a home-cooked meal every day are more likely to describe their diets as extremely or very healthy, compared with those who have home cooking less frequently (29% versus 12%).

The rise in home cooking across the U.S. reflects more than just a reaction to inflation: it signals a deeper cultural movement toward intentional living. The kitchen has transformed from a chore zone into a place of agency, creativity, and connection. And with the USDA predicting a 3.4% increase in food prices this year, the trend of home-cooked meals isn't going anywhere.