Canadians are adapting their cooking behaviours and buying habits amidst economic uncertainty, according to the latest Mintel research.

According to a new report by the insights firm, 91% of Canadians with any cooking or meal planning responsibility agree that cooking from scratch is a good way to save money on groceries, with 81% saying they are adapting the meals they make at home to adjust to the rising cost of ingredients like meat and produce.

Mintel found that 65% of Canadians are cooking at home more often, while 77% say the rise in food prices is pushing them to plan more of their meals ahead of time to avoid waste.

“Canadians have a rich food culture centered around home cooking, and as many contend with high inflation and economic uncertainty, the ability to cook at home translates to the ability to save money,” says Joel Gregoire, director of food and drink for Mintel Reports, who adds that this opens up many opportunities for brands to promote cooking, including pre-portioned kits with clear, easy-to-follow instructions.

Even though there has been some renewed interest in eating out following the pandemic, Gregoire says that “improved cooking skills stand to be a long-term benefit for companies more reliant on at-home occasions, which will undoubtedly come into greater focus should Canada experience continued economic volatility.”

When preparing meals to make at home, 63% of Canadians agree that ease is the most important factor, followed by whether or not the meal is healthy (55%) and the time it takes to prepare (51%). Also, only 38% of Canadian consumers say that low-priced ingredients matter when cooking or preparing home-cooked meals. Brands should take note that value can be conveyed in ways other than price, the report points out.

Canadians’ strong desire for convenience is further demonstrated when it comes to trying new recipes: only 24% of consumers think that’s important when cooking home-cooked meals, versus 44% who say familiarity is important. This underscores a challenge for those responsible for innovation in the food industry as Canadians gravitate to what they know.

Finally, 88% say that meals made from scratch by oneself are more satisfying. Also, 79% of Canadians say that cooking with others is a good way to connect, going so far as to associate cooking with relaxation and stress management.

“Brands have the opportunity to engage with consumers by connecting to the sentiments that cooking at home is a flexible way to enjoy life’s simple pleasures, as well as feel a sense of accomplishment,” Gregoire says.