Swedish consumption habits led to a discourse on consumption needs of the general public during the first half of the 20th century, involving primarily several institutions, but also a variety of popular movement organizations, among which we find Kooperativa Förbundet. In this discourse, ascetic consumption and a rationalized outlook on consumption were idealized, as the Swedes needed to be economical not to live beyond their means. The objective of this study is to investigate the ideals this type of discourse conveys throughout the latter half of the 20th century. This will be achieved by investigating selected editions of the cookbook “Vår Kokbok” published by Kooperativa Förbundet. The editions analyzed through discursive text analysis are from the years 1953, 1978 and 2013. The investigation shows that all three of the publications exhibit the same idealization evident in the preceding discourse, rationalized consumption behavior and ascetic consumption, the motives for which change over time. In the cookbook from 1953, this consumption approach is idealized on account of a need to increase the effectiveness when it comes to household chores. In 1978, this stance is idealized as part of necessary enlightenment concerning healthy food. In 2013, this behavior is idealized as an important aspect of environmentally friendly consumption.