Gen Yers – with their growing spending power – are the demographic every marketer wants to entice. It’s hard to pin down exactly what the typical Gen Yer wants when it comes to food, but recent studies have indicated several ways they’re different from the generations that came before.

On dinner tables across the US, eating dessert is on the decline, while healthier ingredients are enjoying their time at the top. More interesting, still, is the renaissance of the home-made meal. But what’s got Americans tying their apron strings, and heading back into the kitchen?

Dutch retailer Bilder & De Clercq is revolutionising meal solutions, curbing food waste and connecting with the ‘fresh tonight’ top-up shopper. Ingredients are organised by recipe, and they’re being swept off the shelves by those who are keen to cook, but not to prep.

Americans say they cook around five evening meals a week, but only three of those meals are prepared using fresh ingredients. The very definition of home cooking is changing – people enjoy food more than ever, but they're increasingly starved of time. So how exactly are people cooking at home?