Mid-Year Trend Update: Making Eating At Home A Dine-Out-Level Occasion

The Nourish 2025 Trend Report identified a growing desire among consumers to recreate that special something of dining out within the comfort and affordability of their own homes. Now, more than halfway through the year, this trend has intensified due to tighter consumer budgets as a result of tariffs and rising food prices. Circana data shows the gap continues to widen between meals at home and restaurants, going steadily up since 2021. And as the price premium for a restaurant meal increases, more Foodservice brands are finding a new home in Grocery.

According to Chicory research*, nearly half (46%) of all respondents say they're cooking and eating at home more often, a shift that reflects both cost-saving motivations and a search for control amid uncertainty. Consumers are making deliberate adjustments, seeking innovative value, and rewarding retailers that offer specialty products and elevated experiences without breaking the bank.  

Dine-out Experience, Dine-in Budget

The industry is responding by making restaurant-quality meals more accessible for at-home consumption. Services like CookUnity, which claims to be "the first ever chef-to-you delivery service for busy people who want to eat well," are pairing consumers with restaurant-level dishes created by award-winning chefs, including Toronto's Patrick Kriss and Hemant Bhagwani.

Meanwhile, consumers are actively seeking to purchase products from their favourite restaurant brands at the grocery store to enjoy at home, allowing them to recreate elements of the dine-out experience in their kitchens and dining rooms. What does that mean for dine-in’s fortunes? Circana data shows that restaurants that dabble in Grocery extend their brands to new occasions and new incremental buyers; this finding should alleviate any franchisee concerns about losing on-premise patrons.

The proof is in the potatoes: US fast food chain Checker's - Rally's now sells its signature Famous Seasoned Fries in grocery stores. According to Circana, just 9% of those who purchased them at retail also bought them in their restaurants, which means they aren’t significantly cannibalizing their own sales. Closer to home, brunch favourite Mildred's Temple Kitchen now sells its Famous Buttermilk Pancake Mix and Wild Blueberry Compote at some specialty grocers.

Not All Comfort Foods Come From A Recipe Book

Another powerful opportunity lies in how consumers are recreating the comfort of their favourite restaurant meals at home. With 71% of Gen Z and over half of all shoppers saying they've tried "fakeaway" cooking* (approximating takeout meals at home), brands can reach shoppers looking to keep familiar flavours top of mind. Think of restaurant-style sauces, spice blends, or frozen products that elevate a basic meal into a special occasion.

Consumers are prioritizing value-based purchases and experiences. They are willing to spend on products that offer a perceived upgrade or a unique experience, even if consumed at home. Retailer Trader Joe's has been successful with this strategy, constantly updating its unique private-label mix with inexpensive yet elevated options.

The food we love is something we’ll always turn to in times of uncertainty and stress. As consumers continue to seek joy and special moments through food amidst economic pressures, the ability to deliver "dine-out-level" experiences at home will be a crucial differentiator for brands in 2025.
 

*Source: Chicory Navigating Economic Uncertainty: What Grocery and CPG Advertisers Need to Know 2025

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