Nostalgia, more than any other trend, is shaping how the world eats today. That’s the headline finding from the global IKEA Cooking & Eating Report.
Ask people what they want to eat, and the answer is often less about what’s new, more about what’s familiar and comforting. The study found that four in ten people (40%) actively seek out foods that remind them of childhood. Only 25% of us want to try new foods more often.
Many have a sweet tooth with nearly half enjoying sweets (46%), rising to 64% in China, and 41% enjoy salty snacks. Across 31 markets, one thing is clear: food carries memory as much as flavour.
"Food carries memory, identity and comfort in equal measure. Four in ten people are actively seeking out the tastes of their childhood, and that tells us something important: in a fast-moving world, people are holding on to what feels like home. It's part of why we keep asking how to make cooking and eating together a little easier, and a little more joyful, for everyone."– Javier Quiñones, Global Commercial Manager, Ingka Group (IKEA)
Generations taste the world differently
Taste preferences vary across generations. Gen Z stand out as the most adventurous: 44% enjoy fast food, compared to 30% globally, and they are more likely than any other generation to explore new cuisines. For this generation, food is a source of enjoyment, self-expression and social connection, not just sustenance.
Millennials combine a preference for familiar, comforting meals with a strong interest in trying new dishes, navigating between nostalgia and novelty. Older generations show a stronger preference for traditional, familiar foods and a greater attachment to local cuisines and home cooking.
Despite the rise of convenience options, home cooking remains the norm. People cook at home on average 5.4 times a week, compared to just 0.9 takeaway occasions, and nearly half globally prefer home-cooked meals.
A taste for heat
Nostalgia isn’t the only thing shaping appetites. The study also found a genuine appetite for heat: 27% of people globally identify as fans of spicy food, with particularly strong enthusiasm in Norway (47%), Sweden (45%) and Finland (39%). It’s a reminder that taste rarely follows one pattern. Curiosity for bold flavours and a pull towards the familiar exist side by side.
"These findings show us that the role of food and the kitchen is evolving. That's why we're focused on making everyday life easier at home, from daily meals to more playful, unexpected experiences. This includes initiatives like our recent tasting events across more than 300 IKEA stores, where we introduced a meatball-flavoured lollipop to bring a little curiosity and joy to how people engage with food."– Javier Quiñones, Global Commercial Manager, Ingka Group (IKEA)
Food remains one of the clearest ways people show care, connect with others and create lasting memories across cultures. Whether we’re reaching for something new or something familiar, taking the time to cook and eat together remains one of the most meaningful things we do.
About the IKEA Cooking & Eating Survey: the survey was conducted by YouGov for IKEA (31,339 participants across 31 Ingka markets: Australia, Austria, Belgium, Canada, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Hungary, India, Ireland, Italy, Japan, the Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, the UK, and the USA). Fieldwork was conducted between August and September 2025, using a nationally representative sample weighted by gender, age, geography, and income. The Cooking & Eating report uses the key findings from the survey, it was finalised in January 2026 and provides fresh insights into global cooking and eating habits. The findings support a deeper understanding of how people cook and eat today, contributing to the IKEA vision of creating a better everyday life for the many people.
About Ingka Group
With IKEA retail operations in 32 markets, Ingka Group is the largest IKEA retailer and represents 87% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on Ingka.com.
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