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 favor 'fakeaways': 71% of Gen Z have tried to recreate their favorite 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."