5 food-at-home trends to watch
The food-at-home category is witnessing significant growth as consumers increasingly opt for home-cooked meals to economize and enhance their well-being. This shift is influenced by economic conditions, technological advancements and consumer preferences. As we look towards 2025, several trends are reshaping home cooking and dining. Here are five notable food-at-home trends to watch.
1. Competing on value
As consumers make cost-conscious purchases amid lingering inflation, the concept of "value" is a competitive point of difference. Value is intertwined with trust – consumers are looking for brands and retailers that they can trust to help them stretch their budget with quality food. Expect to see value as a narrative in both food at home and food away from home, as companies compete to win meal occasions. Perceptions of value encompassing affordability, convenience and the overall meal experience will drive consumer choices and shape marketing strategies.
2. Mindful consumption
Consumers are becoming increasingly mindful of their dietary choices. This year, they have been focused on making informed decisions that balance financial constraints with health and wellness goals. From seeking discounts to being selective about product ingredients, shoppers are prioritizing both cost-effectiveness and quality. This trend reflects a broader shift towards mindful consumption and is expected to continue shaping consumer behavior in 2025, as more people strive to make choices that align with their financial and wellness goals.
3. Global flavors
As the U.S. population diversifies, so does the demand for food that reflects different cultures and flavors. For example, shoppers are increasingly seeking out hot peppers and fermented flavors, according to Kroger's food trends for 2025. This trend is reflected in the rising popularity of super briny foods such as olives, pickles, sauerkraut and kimchi, as well as the growing interest in international spices and peppers like Calabrian chiles and guajillo peppers. For CPG brands and retailers, this diversification of flavors and tastes is an opportunity to innovate and cater to a broader range of consumer preferences.
4. Demand for convenience
With busy lifestyles and social schedules, consumers are seeking ways to reduce the mental effort required for meal planning and preparation. This has led to a growing demand for products and meal solutions that are quick and easy to prepare. Pre-prepped ingredients, ready-to-heat meals and meal kits are becoming increasingly popular as they provide a middle ground between dining out and cooking from scratch. Brands that can offer convenient, time-saving solutions without compromising on taste or nutrition are likely to win the loyalty of today's home cooks.
5. Digital inspiration
The search for culinary inspiration has become more digital and diverse. Instagram, TikTok, YouTube and Pinterest are major sources of recipe ideas and cooking tips. Influencers and home cooks share budget-friendly recipes, cooking hacks and meal planning strategies, making it easier for consumers to find inspiration. Additionally, shoppers are envisioning innovation around artificial intelligence and meal and recipe suggestions. Expect the integration of AI-driven recipe recommendations and virtual cooking assistants to further enhance the digital culinary experience, making it even more customizable. As we move into 2025, the food-at-home category is poised for continued growth, driven by a blend of economic factors and consumer behavior. Brands and retailers that can adapt to these trends and meet the needs of today's home cooks will be well-positioned to succeed in the competitive food-at-home space. Offering budget-friendly, convenient and innovative meal solutions will win the hearts of both new and seasoned home cooks.
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