Home Cooking Is Trending With Young Generations

From quick weeknight meals to ambitious weekend projects, young people are embracing cooking at home. Inspired by creators mindful of budgets and health and hungry for hands-on creativity, a new wave of home cooks is turning the kitchen into a studio.

Why this trend is growing

• Creativity and self-expression in every recipe
  Younger home cooks are using cooking as a form of self-expression and experimentation. According to market research by Mintel, people in their 20s and 30s are more likely than older cooks to agree that “cooking gourmet meals makes them feel sophisticated and smart.”

• Better control over ingredients, taste and nutrition
  Budget and health motivations are strong. A recent survey found that 60% of Millennials are “treating themselves at home more now” instead of eating out, due in part to inflation and cost-savings.

• Fun social moments when cooking with friends or sharing online
  Social media is a major driver of inspiration for young cooks. A report showed that 72% of 18–27-year-olds rely on platforms like TikTok and Instagram for food ideas, doubling the reliance of traditional cookbooks.

• Smart money choices compared to frequent dining out
  Life-stage shifts and economic pressures mean younger generations are cooking more at home. According to research from The NPD Group, Millennials, Gen X and Boomers are expected to eat more meals at home rather than in restaurants in coming years.

Get started

Try one new recipe this week. Plan your shopping list and cook along. Share your dish and inspire others.