PurposeThis study investigates how income from non-farm activities affects households' consumption in two land holders' groups: households with insecure land holding and households with secure land holding.Design/methodology/approachFollowing an instrumental variable approach, this study analyzes data collected on a nationwide sample of 1,800 households in rural Burkina Faso.FindingsFor insecure land holders' group, this study finds that income from non-farm activities has a positive effect on household consumption per capita. Moreover, the share of household food consumption is negatively associated with non-farm income in this group. For secure land holders' group, the results show that non-farm income has only a negative effect on the share of their food consumption.Originality/valueThe study highlights the livelihood sustaining role of non-farm activities for rural households. Unlike previous studies, the results show that non-farm income is particularly important for land tenure insecure households facing risk of losing agricultural income.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-05-2023-0423