Gen Z Cooking ‘Fakeaways’ and Swapping Steak for Beans, New Chicory Data Shows
NEW YORK, June 3, 2025 - As grocery prices rise, Americans are turning to recipes, private labels and cheaper proteins to stretch every dollar, according to new data from contextual advertising platform Chicory. Inflation and economic uncertainty brought on by tariffs is shaping what ends up in the basket, fridge and on the plate in 2025.
Based on a national survey of 1,000 US Consumers, Chicory's Economic Sentiment Report found:
Cooking at home increased: 46% of respondents are cooking at home more often
Gen Z is more cost-sensitive: 34% of Gen Z shoppers have cut their grocery budgets, compared to 29% of non-Gen Zs
Low-cost meal planning on the rise: 72% of Gen Z use online recipes to plan low-cost meals
Recipes boost discovery: 80% of all shoppers say recipes have helped them discover new products or ingredients
Protein tops searches, but consumers seek cheaper options: Chicory saw a 450% spike in protein-based recipe searches in January, compared to December. However, 77% of shoppers say they're buying less meat or switching to more affordable proteins like tofu, beans or less expensive cuts
Gen Z favour 'fakeaways': 71% of Gen Z have tried to recreate their favourite takeout dishes at home
Increase in store-brand and private label products: Nearly half of consumers have traded down to save
"Consumers aren't giving up on good food, but they are getting smarter about how to afford it," said Yuni Baker-Saito, co-founder and CEO. "We're seeing recipe content boom in popularity, and it may come as a surprise to some brands and retailers just how much they guide purchases and shopping habits. I think we'll start seeing brands lean into more promotional activity as a result, or working harder to convince consumers why their product is a luxury that should stay in their basket."
Notes to editors:
A full copy of the report is available on request.
Methodology
This report is based on a survey of 1,000 U.S. consumers conducted in 2025, with an even split of Gen Z (ages 18–29) and non-Gen Z respondents. Survey data was collected online. Margin of error: ± 4.461%
About Chicory
Chicory is the leading contextual advertising platform for CPG & grocery, reaching consumers in active mindsets and the marketing moments that matter. By combining engaging media with contextually relevant, brand-safe content, we help brands and retailers connect with shoppers discovering recipes, planning meals, and building lists.
Our platform reaches 150M monthly unique shoppers across 7,000+ food-related publishers and powers 70+ retailers through direct integrations and retail media partnerships, delivering full-funnel results from curiosity to conversion.
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