IKEA launches global campaign to bring joy into the kitchen and encourage sharing meals with loved ones

IKEA is kicking off a year-long global campaign dedicated to supporting the many in the kitchen and helping make cooking and eating at home more enjoyable and accessible. The initiative is launching this month in most IKEA markets worldwide*.

Food is more than a necessity; it’s a universal language that brings people together across generations and cultures, fostering connection, conversation and memories. At home, the kitchen is the heart of this experience. It’s where meals are prepared and meaningful moments are shared. It’s also become the place where everyday life happens, from family discussions to homework sessions, making it central to spending time together.

However, in today’s fast-paced world, and particularly in growing urban areas, fewer people are cooking and eating together. Although the kitchen is one of the most utilised spaces in the home, it is also one of the rooms with which people are least satisfied**. Many feel their kitchen fails to meet their needs, particularly in smaller living spaces. Common issues include limited storage and difficulty keeping it organised and clean***.  

This year, IKEA is taking on these challenges with a clear goal: to make cooking and eating enjoyable and accessible for the many. Regardless of budget, life circumstances, or living space, IKEA aims to help people create kitchens that work for them, spaces that reduce stress, enable healthier and more sustainable habits, and restore the joy of gathering around a home-cooked meal.

“For decades, we’ve closely followed life in the kitchen, how people prepare food, share meals, live together, and how that has evolved over time,” said Fredrika Inger, Chief Product and Commercial Officer at IKEA. “This knowledge serves as the foundation of our product development. Together with our designers and developers, we use those insights to create products that make home life both practical and affordable. Kitchens designed to stand the test of time and evolve with people, regardless of their budget.” 

The IKEA range is designed to support the entire cooking and eating experience, making each step doable, enjoyable, and possible. IKEA’s complete cooking and eating offer, which this year will expand with more than 200 new products, includes everything from furniture and cookware to smart storage that helps prevent food waste. The range also includes water-efficient taps to lower water consumption, waste management systems, and convenient take-home food options. These solutions aim to simplify the cooking process, ease everyday stress in the kitchen, and support people in making healthier and more sustainable choices.

Beyond the home, IKEA invites customers to relax and connect in its in-store restaurants and bistros, where they can enjoy delicious food they can trust and afford.

The campaign will be activated across most IKEA markets, featuring a variety of activities centred around cooking and eating. Please check with your local market for more details.

*Some markets will not activate at this time.
**,***Foundational How People Live Research, 2022 (IKEA)