Consumers are showing a growing interest in comfort food, but their preferences are shifting toward healthier, fresher, and more convenient options. According to a national survey commissioned by Foster Farms, 73 percent of respondents reported changing their opinions about what foods make them feel good. The survey found that 81 percent of consumers now care more about ingredient quality, 83 percent choose healthier recipes, and 81 percent eat more fruits and vegetables. Additionally, 63 percent seek meat and poultry raised without hormones or antibiotics.
The survey also revealed that chicken has become a staple in comfort food meals for 83 percent of Americans, with half of the respondents reducing their red meat consumption. These findings suggest that modern comfort food emphasizes fresh ingredients such as antibiotic-free and organic poultry that can be prepared quickly at home.
Foster Farms hosted a panel discussion in San Francisco featuring chef Dean Rucker and consumer psychologist Dr. Kit Yarrow to discuss these trends. Chef Rucker said, “The comfort food of yesterday is not as relevant to today’s consumers. Today’s home chefs want their meals to taste good, but they also want to use ingredients they feel good about. Their priorities are high quality ingredients and time.” Dr. Yarrow added, “Social media have informed, liberated and inspired consumers. Today’s new comfort food is about variety, impact, and high quality ingredients rather than simply taste indulgence.”
Insights from Pinterest support these trends. Over the past year, users saved nearly 50,000 comfort food ideas daily to more than 14 million boards—a 140 percent increase from the previous year. The word “veggies” is now most commonly associated with comfort food Pins on the platform. Chicken has become the most popular protein on Pinterest; in the last year alone, 35 million people saved 566 million chicken-related ideas—a 32 percent rise compared to the previous year—outpacing eggs, peanut butter, and beef combined. Meanwhile, traditional dishes like lasagna (down 69 percent), macaroni (down 55 percent), and stroganoff (down 50 percent) have seen significant declines.
Ira Brill, director of communications for Foster Farms commented: “We have seen that as a new generation of home cooks evolves, specifically millennial parents, ingredient preferences are more informed and carefully defined. Chicken is a staple ingredient, and today’s consumer wants that chicken to be antibiotic-free or organic. It is what they feel best about serving their families. We have seen continued demand for these select products as a result.”
The survey highlighted unique cooking habits among millennials: half look for recipe inspiration on social media compared to one-third of older generations; nearly one-quarter seek online video recipes; over two-fifths share photos of their cooking online several times weekly; over three-fifths rely on recipes; and more than three-quarters try new recipes at least monthly.
This month marks the launch of Foster Farms’ New Comfort Food marketing campaign focused on simple meals using its Simply Raised chicken products—locally grown with no antibiotics ever—which will be promoted through TV ads, digital content partnerships with bloggers, social media activities and new recipes available at www.fosterfarms.com/recipes.
Foster Farms employs over 12,000 people across California, Oregon, Washington as well as Louisiana and Alabama facilities. Founded in California’s Central Valley in 1939 by Max and Verda Foster—and still family-owned—the company specializes in fresh chicken and turkey products free from preservatives or sodium enhancers.
