Comfort in the Kitchen Trend Report

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

COVID has undoubtedly altered young consumers’ relationship with food. More time spent at home has led to more cooking than ever and has shifted the grocery shopping experience into an essential trip. But what they eat has also changed, as two generations known for their healthier dining choices suddenly altered their diets to cope with the pandemic, and their new routines.

Our Comfort in the Kitchen trend research explores all of this and more, looking at the major shifts and the impact that the pandemic has had on their eating habits, culinary activities, and grocery shopping.

Download the full report for insights on:

  • How COVID has changed eating habits and boosted some categories
  • The role of comfort food during the pandemic for generations known for healthier eating
  • Whether young people are tired of increased at-home cooking
  • What brands need to know about young consumers’ cooking, and cooking trends
  • Millennial parents’ unique cooking and family diet outlooks
  • How grocery shopping has changed, and the bigger trends accelerated by this time


Report length: 35 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded September 2020

Additional survey content for Pro users: kitchen tool ownership, frequency of cooking versus food ordering, food-related media consumption, dining out and food ordering behavior


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