A recently updated national study of Google Search terms highlights the importance of “Local Food.” Food supply chains are complicated and vary substantially across products and places. Still, several trends in people’s online searches are striking and may have important implications for farms and food businesses looking to position their products in the U.S. food market.
While “Local Food” had been experiencing a steady upward trend before the COVID-19 pandemic, search interest spiked significantly during the past three years. Similarly, “Cottage Food” experienced an even more significant spike in search activity, reflecting high interest in artisanal and specialty foods. Cottage foods are specific types of foods made in an individual’s home kitchen. Because many of these foods must be sold in person directly from the producer to the end consumer, they are also often locally produced and sourced. Over the past two decades, “Local Food” and “Cottage Food” reached their peak popularity in 2024 (Figure 1).
These trends may follow and motivate efforts undertaken by state departments of agriculture to promote local farm and food products in their respective retail settings. While not identifying the values driving these search choices, they point to potential opportunities for local food merchandising strategies that convey an authentic local connection to consumers.
Searches for “Online Groceries” and “Home Gardening” saw an uptick in 2020 as consumers sought a better handle on how and where to get food. Interestingly, the search interest for these terms has not continued, as consumers return to in-person grocery shopping, and time, financial, and other constraints continue the trend away from home gardening.
The underlying drivers motivating these searches may be inflation-conscious consumers’ desires to get the most out of their food dollars. The positive trend and recent popularity of “Food Waste” searches also point to potential opportunities for farms and food businesses to continue or improve their messaging around efficient production, upcycling, gleaning and food bank donations, and other efforts to help people access high-quality and nutritious foods.
Woods, Tim, and Alba J. Collart. “Where Does My Food Come From? What Google Searchers Want to Know.” Southern Ag Today 5(4.5). January 24, 2025. Permalink
