November 20, 2025 – Families in the US and Canada face a big challenge, and that is the rise in food prices. Families of all sizes are feeling the impact of increased food costs and that comes on top of the pressure of serving meals and snacks to meet the needs of all family members. US and Canada consumer trends research conducted by Innova Market Insights shows that about two-thirds of North American consumers plan food purchases and even more say they always check prices on large and small food items.
US and Canadian Brands Need to Add Value
Family finances are expected to get worse in the coming months. This means that brands will be under increased scrutiny to demonstrate that they are delivering good value for the price. US consumers and Canadian consumers will be making decisions about whether to purchase products and whether they need to rearrange their budget to fit in certain name brand products. That said, big brands in the family meals market can take comfort in the fact that fewer than half of North American consumers researched by Innova Market Insights say they’ve bought cheaper items. So, companies must prove product value by delivering quality and quantity while also explaining to consumers why their products are special.
Other ways to add value also are important. US and Canadian companies and brands can be transparent about the quality and sourcing of their ingredients. They can offer tools to help families with meal planning and food budgets. Family meals trends reveal that nutrition also can be value-added. The current trend toward personalized nutrition can drive consumers to examine their choices more closely and look for ways to maximize their nutrition bang for the buck.
US and Canadian Retailers Play a Role in Family Meals
Retailers play an important role in the family meals market, and that role grows even stronger when they partner with brands in-store. The grocery store is the ideal place for family members to plan meals, and stores can help even more through prepared meals and snacks. That is a sure way to reduce stress around planning and making meals and snacks for US and Canadian consumers. Private label brands offer another way to help families with meals. Retailers often are proud to showcase the quality and versatility of their in-house brands.
Retailers can partner with brands to help families face tough financial times. Strategies include promotions that save money for families and budget-friendly tools for meal planning and food shopping, reflecting current family meals trends. The retailer and brands can help shape family snacks and dinners while helping consumers retain as many of their family meal habits as possible.
Boosting the Family Meals Budget
US and Canadian food brands and retailers can help families keep their budget balanced. In a time when prices are going up, consumers in the US and Canada feel stressed about their grocery budgets. Brands and retailers who can help consumers manage their budget, time, and stress can gain long-term customer loyalty. Actions to consider are step-by-step meal planners, suggested shopping lists, and other types of tips that allow consumers to be flexible with their meal planning. US and Canadian brands and retailers in the family meals market that manage prices can gain customer loyalty. It also is important to communicate with customers when exterior factors affect prices, and how efforts are being made to keep prices low when possible.
Value in Quality is a Must
Brands and retailers may need to change their definition of quality. US and Canadian consumers may need to trade down in quality but they might not be happy about it. Brands cannot assume that consumers will stay loyal to them. Consumer reminders regarding the value of big brands may require a new definition of value. Tight financial times also provide opportunities for private label and value brands to gain new customers, especially if private label and value brands match the quality of major brands. Value differs from brand to brand. But regardless, brands should not cut corners with the hope that consumers won’t detect the difference. Family meals trends indicate that US and Canadian consumers may be paying more attention to the way that brands present themselves.
Trends Evolve and Change
Food and beverage trends tracked by Innova Market Insights show that consumer behavior is changing, with more focus on precision nutrition, more attention on ingredients, smarter shopping, and exciting and inventive flavors. When times are difficult, consumers are reminded about which values and personal preferences matter to them. They don’t want to spend their limited resources on products that are not enjoyable or trustworthy.
What’s Next for Family Meals in the US and Canada?
Consumers in the US and Canada are unlikely to say yes to higher prices or shrinkflation unless brands and retailers are transparent and provide explanations. Retailers can become even stronger partners for brands by taking a major role in meal planning and meal preparation. Consumers will find that meal planning is necessary to manage budget, and this may be stressful to them if it’s not familiar. US and Canadian brands can help. For retailers, investments in current and new private label items will create competition for major brands. Nutrition claims will be targeted and need to be substantiated by research to be worth the possible higher cost to consumers. Inventive and exciting flavors will be a must. US and Canadian consumers will expect ingredients to be high quality, while brands with premium claims will need to be extra transparent.
This article is based on Innova’s Family Meals and Snacks in the US and Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.