Homesteading consumers are keeping packaged food in their lives, but they expect it to earn their trust. 64.5% now prioritize healthier, more natural ingredients over cost, even as 72% are already cooking from scratch.

Consumers want brands to show up where the work is happening: make ingredients and processing easy to read, and build products, formats, and instructions that fit into scratch cooking, preserving, and “waste less” habits instead of trying to replace them.