More Americans are returning to their kitchens and opting for budget-conscious ingredients, a shift that reflects growing financial pressure on households, Axios reports.
According to Campbell Soup Company, consumers are cooking at home more frequently now than at any point since early 2020.
The food manufacturer, known for brands such as Campbell’s soup, Prego sauces, and Snyder’s pretzels, noted this trend in its most recent earnings report released Monday. CEO Mick Beekhuizen said consumers are increasingly turning to the company’s products for their combination of “value, quality, and convenience.”
“Consumers are cooking at home at the highest levels since early 2020,” Beekhuizen said. “They are also favoring ingredients that help stretch tighter food budgets.”
The shift in consumer habits is having a mixed impact on the company’s portfolio: Campbell’s reported an increase in soup sales, while organic snack sales declined by 5%.
This return to home-cooked meals comes amid broader economic concerns and rising food prices, especially at restaurants. GlobalData analyst Neil Saunders explained:
“Consumers remain under significant financial pressure, and given the price of eating out has gone up by so much, it is not surprising many households are cutting back. Eating at home may not be as much fun, but it is more cost-effective — even compared to fast food, which for a family has become very expensive.”
The restaurant industry is already seeing the effects of this shift. McDonald’s recently reported a notable drop in visits from low-income consumers — down by nearly double digits in the first quarter of 2025 compared to the same period in 2024. Middle-income consumer visits also saw a similar decline, according to CEO Christopher Kempczinski.
