Cash-conscious consumers are reshaping food spending habits. Rising inflation, political uncertainty, and tariffs are forcing many people to reconsider whether dining out is worth the cost. As a result, supermarkets gain while restaurants struggle to keep customers. More shoppers now prefer eating at home because restaurant prices are rising, portions are shrinking, and quality feels inconsistent.
Supermarkets and food delivery firms are seizing the moment with affordable meal solutions. Some retailers now promote options as low as $2.50 per serving. The shift is a revival of pandemic-era habits when cooking at home was the norm.
Data shows food sales volumes in supermarkets and hypermarkets rose in the Eurozone this year. At the same time, restaurants and bars reported a slight decline. In the United States, grocery visits increased while restaurant traffic fell. Grab-and-go items like wraps, salads, and sandwiches are gaining popularity, giving shoppers quick but inexpensive meals.
Food delivery companies also see an upside. When people cut back on dining out, many still choose to order in. Delivery is often a cheaper alternative to restaurants, keeping platforms active even during economic pressure. Surveys reveal that more than 90% of adults expect to cook at home as much or more than last year. Most say the economy is the main reason for this choice.
Across Europe, personal stories echo the data. In Vienna, some workers switched to home meals for health and cost reasons. In Milan, meal vouchers no longer cover restaurant lunches, but they stretch further in supermarkets. U.S. shoppers also report frustration with high dining costs and turn to grocery stores instead.
The trend is clear: when inflation rises, supermarkets gain. Retailers that focus on affordable prepared meals, aggressive promotions, and delivery options are winning loyalty. Restaurants, meanwhile, face slower growth as consumers rethink how much they are willing to pay for food outside the home.
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