Infographic: What’s Cooking, America?

Cooking in America is more than just a daily task—it’s a reflection of culture, creativity, and connection. From TikTok trends to blogs, the way we discover and prepare meals is constantly evolving. This infographic dives into the ingredients shaping America’s kitchens and how we’re finding inspiration to whip up something delicious.

Recipe for Success

Looking for the world’s best mac & cheese recipe? Here’s where consumers start their search for the perfect recipe.

66% Organic Search

56% Social Media

44% Direct Search

33% Friends & Family

20% Newsletter or Publication

10% ChatGPT /AI

7%    Other

Cooking is Social

Top social channels for recipe discovery

1. YouTube
2. TikTok
3. Instagram

Inspired to Try Something New

86.6% say a recipe they found online inspired them to try a new dish or food they had not prepared before

80.4% say an online recipe inspired them to purchase an ingredient or product they had not purchased before

Inspira Insight: When partnering with food influencers and recipe content creators, make sure they are highlighting your brand and including links or resources to make your brand instantly shoppable.

Americans Are Prioritizing Healthy Eating

While we still love our comfort foods, as a nation we’re aiming to eat healthier. A surprising 92% of Americans say they are making any effort eat healthier. Here’s how they break down their healthy eating habits:

45% most of the time

28% some of the time

19% all the time

8%   don’t make healthy eating a priority

The Secret Ingredients

Since the COVID-19 Pandemic, many Americans have improved their cooking skills. In fact, almost three quarters of those surveyed believe their cooking skills are either intermediate or advanced. Guess what they enjoy even more? The cost savings that cooking at home offers. Here are the top reasons people are motivated to cook at home.

64% saving money

53% eat more healthfully

47% enjoy cooking

36% ensure ingredient quality

35% to have leftovers

34% make family/friends happy

29% improve my cooking skills

16% adhere to dietary preferences

What Will We Be Eating in 2025?

Beyond flavor, this year’s trends tap into function:

• A new category of portioned, low-calorie foods for GLP-1 users and people managing their weight
• Higher protein and protein enriched foods
• Nutrient dense and more complete macro-nutrient claims
• AI-developed personalized smart diets

Sources:

1. Chicory: The State of Online Recipes 2024
2. Mintel: 2025 Global Food and Drink Trends
3. Mintel: Food & Drink Nutrition Claims 2024
4. Mintel: Cooking in America 2024