Cooking at home has never been so trendy. The term
home cooking, which translates literally to "cooking at home", represents a global movement to recover the preparation of one's own meals — a practice that has gained strength in recent years and is transforming the way people relate to food, time and even consumption. According to data from
Worldpanel by Numerator, Brazilian consumption at home grew
5.5% in the first quarter of 2025 compared to the same period last year. This change reflects not only an economic issue but also a new perspective on the pleasure and importance of preparing one's own food. The trend was driven by several factors: the pandemic, which brought people closer to the
kitchen; the rising cost of living, which led many to seek more affordable alternatives; and, mainly, the increasing concern with
health, wellness, and sustainability. On social media, quick and creative recipes have transformed the act of cooking into a cultural phenomenon, bringing gastronomy closer to everyday life.
The global phenomenon of home cooking
The
home cooking is a trend that transcends borders. In countries like the United States, France, and Japan, there is a notable increase in "creative home cooking", stimulated by both digital platforms and changes in behavior post-pandemic. Cooking has ceased to be an obligatory task and has become a
expression of self-care and cultural identity. Short videos on TikTok and Instagram have popularized practical recipes, but they have also taught techniques previously restricted to professional chefs. This
democratization of culinary knowledge has awakened the interest of new audiences — especially young people — who now see the kitchen as a space for experimentation and pleasure. Moreover, there is an increasing demand for
local,
organic, and
sustainable ingredients. Instead of relying exclusively on restaurants or delivery apps, people are turning to home-cooked meals, seeing it as a way to regain control over what they consume.
Health and well-being as a focus
Taking time to prepare meals is also an act of self-care. A study from the Epidemiological Research Center in Nutrition and Health at USP indicates that cooking regularly is associated with a more balanced diet and lower consumption of ultra-processed foods. For
Fabiana Gottschalk, partner of the brand Battuto’s, which produces artisanal culinary broths, the
home cooking is more than a trend — it is a movement of reconnection. "It is a moment of creativity, balance, and genuine pleasure. Furthermore, those who cook have more control over what they consume, choosing healthier and higher quality ingredients," she affirms. By opting for fresh ingredients and dedicating time to preparation, space is created to
decelerate and practice presence, transforming the simple act of cooking into a ritual of well-being. The stove returns to occupy the center of the house, symbolizing coexistence, affection, and health.
When restaurants come to your kitchen
The
home cooking is also reshaping the
gastronomic market. Many
restaurants have seen the opportunity to bring their experiences into the homes of customers. According to
Marcos Lee, partner at Di Bari Mercato, "today, people are more attentive to their diets. They want to know what they are eating, what the processes were to make that food." The establishment has started selling pasta, sauces, and accessories so customers can bake Neapolitan-style pizzas at home. This type of initiative highlights a new form of relationship between restaurants and consumers. "It is now more common for restaurants to have a small pantry within the dining area to cater to this audience," Lee explains. The experience no longer ends at the restaurant table — it extends to the home, bringing brands and consumers closer together and stimulating the joy of cooking.
Anyone can cook
The famous phrase from the movie
Ratatouille — "anyone can cook" — has never been more relevant. The advancement of accessible gastronomic products and the ease of finding good ingredients have made it possible to reproduce, at home, restaurant-worthy dishes. For chef
Mari Adania, founder of Manduque, a brand specializing in fresh pasta and artisanal sauces, the goal is precisely that: "We saw the need to offer products for those who enjoy having the experience at home. Many customers ask for tips on combinations, sauces, and even where to buy
quality supplies." The proposal is to
democratize haute cuisine, bringing professional techniques into everyday life. This popularization creates a link between the pleasure of cooking and the appreciation of real food — made with time, sensitivity, and purpose. Cooking ceases to be a duty and becomes a sensory and emotional experience. This transformation also brings a new meaning to the act of eating: not only to nourish the body, but to
strengthen bonds, cultivate autonomy, and reduce waste. By cooking at home, people learn to plan their purchases better, reuse ingredients, and
appreciate the food cycle. The trend reflects a collective desire to
decelerate, simplify, and reconnect with the essential. Cooking at home is, ultimately, an act of resistance: against immediacy, overconsumption, and the distancing from what truly nourishes us.
