Fast food vs. making food at home

Shoppers are shifting from fast food to home-cooked meals, driven by two main factors: a desire for healthier options and a focus on value. With 73% of shoppers citing food costs as their primary consideration in eating decisions, food industry players from fast-food establishments to CPG brands are competing to adapt their offerings and messaging to win value-conscious, health-oriented shoppers. 

Shoppers prioritize healthier diets amid rising food costs

Our research shows that shoppers are looking to adjust their diets. Specifically, 66% plan to eat more fruits and vegetables, 54% want to cook more meals at home and 49% intend to practice portion control. Shoppers have also stated that they plan to eat less fast food. However, the cost of food is the number one influencer when it comes to what shoppers decide to eat and is the biggest challenge for healthy eating.  

Source: 84.51° Real Time Insights Survey, January 2025  Sample sourced from shoppers who shopped at Kroger in latest 3 months. N=400 

The battle for share of stomach 

The competition for share of stomach has intensified as dining patterns shift in response to economic pressures. Fast-food establishments are aggressively vying for a shrinking pool of food-away-from-home occasions, while full-service restaurants highlight the diminishing price gap between their offerings and quick-service options to entice customers to upgrade their dining experience.     Meanwhile, grocery retailers and CPG brands have also positioned themselves as purveyors of both convenience and value. Their emphasis on ready-to-eat meals and cost-effective dining solutions directly challenges traditional restaurant channels, particularly as shoppers become increasingly value-conscious. This multi-front competition is reshaping the food service industry, with each segment adapting its value proposition to capture precious meal occasions from increasingly discerning shoppers.    Indeed, the key to encouraging more people to cook at home lies in offering solutions that make home cooking affordable, accessible and appealing. Shoppers want affordable products that simplify the meal preparation process while still allowing them to maintain a healthy diet. This is an opportunity for CPG brands and grocery retailers to offer products that meet shoppers’ needs, helping them to decrease their reliance on fast food without sacrificing convenience or taste. Examples include: 

1. "Restaurant-inspired" meals

At-home meal experiences that replicate popular FAFH experiences while controlling ingredients and portion size. An example is the at-home burger night, where shoppers can select fresh ground beef, artisanal buns and their own toppings to craft restaurant-quality burgers at a fraction of the cost.  

2. Health-forward education 

Beyond product development, brands can take on an educational role, providing shoppers with resources and guidance for making balanced dietary choices that are inspired by their product offerings. This positions brands not just as food providers, but as partners in their customers' wellness journeys, creating a compelling value proposition. 

3. Convenience without compromise 

Time remains a critical factor. As noted above, 44% of respondents indicated that preparation time influences their food choices. Semi-prepared ingredients that reduce cooking time while maintaining the "home-cooked meals" experience may resonate with shoppers. Also, products that can be used in multiple meals, e.g., pre-cut vegetables and pre-marinated meat, could increase value perception.  

Reimagining the dining experience

The shift in shopper behavior extends beyond cost savings and health consciousness – it represents a reimagining of the dining experience. Brands and grocery retailers that recognize and act on this evolution will attract an expanding market of individuals who want to bring restaurant-quality convenience into their kitchens, while maintaining authority over ingredients, portions and expenses.    The convergence of health consciousness and cost sensitivity creates a unique moment where brands can position themselves as essential partners in the shopper’s journey toward better, more value-oriented eating habits. Focusing on the trifecta of value, health and convenience, can help bridge the gap between the appeal of fast food and the practicality of home cooking. 

Our data shows that shoppers are ready and willing to make this transition, but they need support in overcoming the traditional barriers to home cooking – namely time, cost and complexity. By developing innovative products and solutions that address these pain points while maintaining the experience and satisfaction typically associated with restaurant dining, brands can not only capture market share but also contribute to a meaningful improvement in consumer eating habits. 

Looking ahead, success in this space will belong to those that can effectively combine convenience with quality, health with affordability and simplicity with satisfaction. The battle for share of stomach isn't just about replacing fast food – it's about reimagining how shoppers can achieve their dietary and financial goals without sacrificing the enjoyment of their meals. 

Check out our ebook, “The future of food at home: Trends, insights and opportunities,” for more ways to connect with home cooks.