It’s 2025, and sourdough bread is making headlines again. And so are global flavors, old-school casseroles and homemade snacks. Consumers are cooking more these days, and there’s plenty of opportunity for home and housewares sellers to inspire new ideas and experiences—and offer solutions to everyday challenges.

More Than Just Saving Money

The 2025 International Housewares Association (IHA) State of the Industry Report found that 58% of consumers plan to cook more at home this year. (Only 1% plan to cook less.)

And, yes, a desire to save money was the top reason cited by survey respondents (61%). But eating more healthfully was a close second at 59%.

Also: While cooking feels like a chore to some, there are others who see it as a form of recreation or release. In a recent article in The New York Times, Charlie Koloziej writes about the therapeutic power of cooking—from the connection between tasty food and dopamine release, to research showing how cooking can reduce stress and boost self-esteem.

“Stressed, Bored and Curious”

While financial concerns might be top of mind right now, there’s growing evidence that consumers are still willing to spend. Small indulgences, self-care and unique experiences are especially popular.

And while many retailers have leaned into marketing low prices, new research from the Kearney Consumer Institute shows that consumers don’t want retailers to echo their economic anxieties—they want them to help relieve some stress, create joyful moments and enable small wins.

“Stressed, bored and curious” is how Grocery Dive’s Jeff Wells summarized today’s grocery shoppers and Kearney’s new survey results.

What’s for Dinner?

A quick review of the most popular online recipes shows that as consumers are cooking more, easy but flavorful weekday dinners are the most in demand.

The most viewed recipe at The New York Times’ cooking site so far this year is an Iranian-inspired Smashed Beef Kebab with Cucumber Yogurt. Taking the top spot at Delish this summer is a one-pot chicken and broccoli dish with a sweet and savory sauce. And in a nod to the power of comfort food, the most saved recipe at Allrecipes so far this year is their rich and creamy Neiman Marcus Chicken Casserole.

Yet it’s not all about dinner. Little treat culture is inspiring many people to try homemade ice cream and creative beverage concoctions. Snacks are increasingly homemade or semi-homemade (63%, according to the 2025 Home & Living survey, commissioned by IHA from Springboard Futures.) And sourdough? Even Taylor Swift revealed last week (as reported here by Better Homes and Gardens) a newfound passion for making homemade sourdough bread.

Products to Support

There’s no shortage of products that may resonate with consumers who are cooking more at home, but a few things for retailers to consider:

Everyday essentials – Whether first-time purchases for young people just learning basics or replacements for well-used items, this could include cooking utensils, knife sets or mixing bowls like the Hestan Provisions Stainless Steel Mixing Bowl Set.
Upgrades – You can also support consumers looking for a little indulgence from an upgrade to a necessary item such as Larch Wood’s Carvers’ Board or Viking’s 3-Ply Black & Copper Cookware.
Healthy eating – Items to keep homemade meals fresh and nutritious will be especially appealing. Just one idea: Opinel’s Essential Small Kitchen Knife Set, perfect for different kinds of fruits and vegetables.
Faster/easier – There’s still many out there who will do anything to make cooking faster and easier. For them, think items like this Cuisinart 9-cup Continuous Feed Food Processor.
Specialty items – Don’t forget to inspire the shoppers wanting to try new foods or cooking techniques. This can mean anything from canning to making homemade pasta—and of course, items to assist in making sourdough bread. (Hello to Sourhouse’s Goldie and Brod & Taylor’s Baking Shell.)