Cozying up to value
As autumn leaves begin their transformation, something else is changing in kitchens across the country. Canadians aren’t just gravitating toward comforting, home-cooked foods for the cozy factor; they’re discovering their own kitchens hold the key to weathering economic uncertainty.
Cooking at home more often is a primary behavioural shift to mitigate cost-of-living pressures, along with cutting back on food waste and planning less expensive meals. All point to a rising requirement for meal solutions at home. This ranges from ingredient-based items for those seeking to prepare from-scratch, to ready-made products that deliver convenience. It’s imperative for retailers and brands to find ways to support consumers and their evolving cooking habits. More importantly, this shift represents more than just a temporary, seasonal adjustment— it’s a renaissance of home cooking that’s shaping how Canadians approach mealtime.
The value of ingredient-based solutions
What’s fascinating about this kitchen revolution is how Canadians are redefining value. While convenience, comfort cravings and tasty indulgence remain top drivers for meal occasions, value has emerged as the fastest-growing need state, jumping 1.4 points versus 2024. This value trigger drives more than one-third (34%) of consumption choices during meals, with its influence peaking at dinnertime. But this isn’t your grandmother’s penny-pinching approach to cooking. Today’s value-conscious cook is sophisticated, seeking the sweet spot between smart spending and satisfying experiences. Ready-to-heat-and-eat options, while convenient and provide good value for money, often come with premium price tags that don’t quite hit the mark for budget-conscious consumers. The real winner? Homemade meals that cleverly leverage ready-made ingredient components such as meal mixes and kits (think mac & cheese and side dish solutions), sauces (pasta and ethnic varieties) and seasonings that transform simple ingredients into something special.
READ: Grocers ramp up ready-made meals as Canadians balance convenience and costs
The inspiration driving these value-conscious meals are primarily traditional North American cuisine, though more than one-third of meal occasions (35%) draw inspiration from multicultural dishes. The favourites lean into perhaps more familiar international flavours—Chinese, Italian and Mexican—showing how Canadians are expanding their palates while staying within their comfort zone.
The private-label advantage
Perhaps most telling is the growing embrace of private-label products, particularly during scratch-prepared occasions where they’ve grown an impressive seven points versus 2024. Kits are showing positive momentum too, up three points, as Canadians discover store brands deliver quality and value without compromise. On prepared foods and ingredients components, the “Made in Canada” claim remains the No. 1 choice and continues growing, reflecting both patriotic preferences and quality assurance.
Shopping behaviours also reveal strategic thinking: scratch cooks are more likely to pantry-load staples, while those using ready-made components tend to purchase for specific occasions. Heat-and-eat options are often strategic sale purchases. This signals an opportunity for retailers to double down on private-label development—particularly Made-in-Canada scratch cooking ingredients—while tailoring merchandising strategies to match distinct shopping patterns: consistent availability for pantry-loaders, targeted promotions for international kit buyer and strategic sale pricing for convenience seekers.
Technology meets tradition
Efficiency (and tech) is king—dinner-on-the-table in 30 minutes or less accounts for 79% of all homemade meals, underlining a requirement for efficiency even during “homemade” occasions. While scratch cooking still replies on a traditional stove, meals prepared with partially-made ingredients increasingly leverage toaster/ toaster ovens, microwaves and air fryers.
The retailer opportunity
The modern consumer wants it all—value, convenience, quality and experience. Success lies in understanding value-conscious Canadians aren’t looking for cheap alternatives; they’re seeking solutions that maximize time and money.
This article was first published in Canadian Grocer’s September/ October 2025 issue.
