Foods that were once considered survival staples are now promoted as artisanal products on social media. Inflation, supply chain disruptions, and evolving consumer preferences have transformed these foods from affordable necessities into luxury goods, often making them inaccessible to the communities that originally relied on them.
According to the U.S. Bureau of Labor Statistics, food-at-home prices increased by 25.2% between January 2020 and May 2024, the largest rise in over four decades.
The global food system is not only evolving but also becoming increasingly stratified, with basic nourishment now marketed as status symbols. Foods that were once affordable are now sold as premium or health-focused products at elevated prices.
Sourdough bread
Official Consumer Price Index (CPI) data from the U.S. Bureau of Labor Statistics indicates that the CPI for bakery products has increased substantially since 2020, with an average inflation rate of 3.81% between 1977 and 2026. This trend reflects broader patterns of food price inflation.
During the 1930s, sourdough was a staple during the Great Depression, made from leftover flour and wild yeast and valued for its independence from commercial yeast. In contrast, contemporary San Francisco-style sourdough from boutique bakeries is now sold for over $12 per loaf.
This shift began with pandemic-era home baking and was amplified by elite food culture. What started as survival baking became a lifestyle flex. Hipster cafes charge $8 for a single slice topped with heirloom tomatoes. That humble fermentation process, once used to stretch ingredients, now crowns $15 brunch plates.
Canned sardines
According to Tridge, in 2023, export prices for sardines ranged from $1.15 to $4.08 per kilogram, while premium brands such as Wild Planet and Dr. Praeger’s averaged $6.99 per 3.75-ounce can, nearly twice the price of economy tuna.
In post-war Europe and among working-class American families, sardines served as an affordable source of protein during periods of food scarcity. Fishermen canned sardines on boats to preserve their catch. These products were not considered desirable until wellness influencers rebranded them as a ‘superfood’ rich in omega-3 fatty acids and sustainably sourced.
A food once disparaged as ‘poor man’s fish’ is now sold at a premium due to its ‘clean label’ appeal. Gourmet varieties packed in olive oil and sea salt are prominent in specialty grocery stores. This former working-class staple has become a symbol of conscious consumption, yet is increasingly unaffordable for its original consumers.
Olive oil
The IOC reported that producer prices for extra virgin olive oil reached unusually high levels during the 2022/23 crop year, hitting record levels in key Mediterranean markets. Prices in Jaén (Spain) surged to about €902.5 per 100 kg.
Southern European peasants historically used olive oil not just for cooking but as fuel, medicine, and a soap base. It was a daily essential, not a luxury. In the U.S., affordable versions existed until premium “cold-pressed, single-origin” labels flooded the market.
Consumers now scrutinize labels to differentiate authentic extra virgin olive oil (EVOO) from diluted blends. The emergence of ‘ultra-premium’ olive oil, marketed with tasting notes and harvest dates, has transformed a kitchen staple into a luxury item.
Dried beans
Between 2020 and 2023, prices for dried beans increased, with heirloom varieties such as Rancho Gordo’s Tarbais beans selling for $18 per pound, compared to $2.50 for generic pinto beans.
For generations, beans have been a dietary staple in low-income households, featured in dishes such as soul food stews and Latin American frijoles.
Beans are valued for their long shelf life, ability to create substantial meals, and lack of refrigeration requirements. The endorsement of heirloom legumes by celebrity chefs such as Alice Waters and Dan Barber, who praised their ‘complex flavor profiles,’ has contributed to increased gourmet demand.
Oats
Whole-grain oat prices increased from 2020 to 2024, with organic steel-cut oats from brands like Bob’s Red Mill averaging $6.50 per pound, up from $3.80 in 2020, according to NielsenIQ retail data.
Oats once fed laborers, soldiers, and dairy cows. Scottish farmers grew them because they thrived in poor soil. In America, Quaker Oats marketed them as cheap, wholesome fuel for families. Today, “ancient grain” oats, gluten-free blends, and single-origin Scottish oats sell for $10 a bag.
Coffee
A market report from gtaic.ai indicates that U.S. imports of green coffee unroasted increased in value to approximately $6.32 billion in 2024, reflecting higher expenditures on green coffee imports.
During the Great Depression, coffee was rationed and frequently supplemented with chicory or dandelion root. Soldiers during World War II received coffee as a morale booster. In recent years, the ‘third wave’ coffee movement has elevated coffee beans to the status of wine vintages, emphasizing tasting notes, soil profiles, and direct-trade sourcing.
Honey
Official data from the United States Department of Agriculture (USDA) indicates that the average price paid to honey producers rose to approximately $2.69 per pound in 2024, reflecting a general upward trend in honey prices.
In rural America and developing nations, families kept backyard hives for home use and barter. Honey was a medicine, sweetener, and wound treatment rolled into one. Mass-produced honey undercut prices for decades, but demand for “local,” “raw,” and “bee-friendly” labels has driven a premium market.
Currently, farmers’ markets offer honey varieties with names such as ‘Fireweed Bloom’ and ‘Desert Sage,’ each jar displaying eco-certifications. Gourmet chefs incorporate honey into sauces and desserts, emphasizing its ‘terroir.’
Canned tomatoes
Industry data (not from IRI) indicates that retail prices for canned tomatoes have risen significantly in recent years, with reports of increases of roughly 30%. Both Italian immigrants and American gardeners traditionally canned tomatoes to preserve summer harvests, using them as the foundation for sauces, soups, and stews in low-income households.
The emergence of ‘authentic, imported, slow-cooked’ branding has transformed this shelf-stable staple into a luxury ingredient. has turned a shelf-stable staple into a luxury ingredient.
Key takeaways
Foods originally developed out of necessity, such as sourdough, sardines, beans, and olive oil, have become highly profitable for premium brands. Price increases, influenced by climate-related disruptions and shifting consumer preferences, have transformed these survival staples into status symbols.
Between 2020 and 2024, pantry basics saw double-digit inflation, with gourmet labels exploiting nostalgia and wellness culture. What was once affordable for the working class now sits behind velvet ropes of marketing and markup. The poor invented resourcefulness; the rich are now selling it back to them. This isn’t just inflation; it’s a culinary class reversal, where hunger once bred innovation, and now profit erases access.
Disclaimer – This list is solely the author’s opinion based on research and publicly available information. It is not intended to be professional advice.
Disclosure: This article was developed with the assistance of AI and was subsequently reviewed, revised, and approved by our editorial team.
