Health savings and wellness drive more households to produce food at home
A growing number of Americans are embracing activities such as gardening, cooking from scratch, and preserving food at home. New consumer research shows these practices have become part of everyday life for many households, even though most people do not consider themselves part of the homesteading movement.
The study found that nearly 84% of consumers participate in at least one home-based food or household production activity. More than two-thirds regularly cook, grow food, or make household products, making these activities a normal part of their routines.
Cooking meals from scratch remains the most common activity. Many consumers also grow fruits, vegetables, and herbs at home. Others make items such as bread, sauces, and yogurt, while a significant number preserve food through freezing, fermenting, or canning.
Health is the leading reason behind this trend. Consumers want greater control over ingredients and are seeking healthier food choices. Cost savings also play an important role, especially as families look for practical ways to manage household expenses. Many participants also reported improved well-being, reduced stress, and more quality time with family members.
The research suggests that home food production is not driven by social media trends. Instead, personal health goals, financial pressures, and lifestyle changes are encouraging consumers to take a more active role in how food is produced and prepared in their homes.
“The behavior is mainstream, the identity isn’t,” said Inga Verbicka, director of strategic insights at Curion. “People are baking their own bread and freezing their own produce, and if you asked them whether they’re homesteaders, most would say no. They’d say they’re just cooking dinner. That’s not a movement — it’s a habit, and habits are far more durable than movements.”
Interestingly, while many consumers engage in activities often associated with self-sufficiency, only a small percentage identify themselves as living a self-sufficient lifestyle. For most people, these practices are simply practical habits rather than part of a broader identity.
For agriculture and food businesses, the findings highlight changing consumer preferences. Companies that understand where consumers prefer to make products themselves and where they still seek convenient solutions may be better positioned to meet future market demands.
As interest in home food production continues to grow, gardening, canning, and homemade foods are becoming lasting household habits across the country.
Photo Credit: gettyimages-valentinrussanov