Manna or mania: meal kit madness


Friday, 27 April, 2018


Manna or mania: meal kit madness

Meal kits have become a staple in the grocery landscape. Time-poor consumers are responding to the supply of fresh, preportioned ingredients in increasing numbers.

Of the 9% of Americans who have tried a meal kit, 6% have purchased exclusively online. And as a result, online meal kit companies are seeing tremendous growth.

But traditional retailers are also honing in on the profitable market niche with in-store meal kit ranges. In the US, in 2017, in-store meal kits generated US$154.6 million in sales, posting growth of more than 26% year-over-year while in the same period grocery, dairy and frozen foods dipped 0.1% to $374 billion.

While 9% of Americans have bought meal kits, an even more startling 25% of consumers say they would consider trying a meal kit in the next six months. This equates to 30 million households! No wonder that competition is ramping up in this sector.

Nielsen conducted a recent analysis to determine which consumer groups are buying meal kits. The analysis found that 26% of meal kit users classify themselves as gourmet cooks, while only 16% of US consumers consider themselves gourmet cooks.

At the same time, 15% of Americans consider themselves frozen foodies, yet only 9% of frozen food consumers are meal kit users.

What do meal kit purchasers want?

  • 60% say value for the money is extremely important.
  • 49% say low-cost items are important.
  • 56% of consumers disagree that meal kit services are affordable for everyone.

Nielsen has additional insight about meal kits available for download in a new e-book.

Image credit: ©stock.adobe.com/au/Solomiya R

Related News

Six food start-ups planting Seeds of Change in Australia

Six food start-ups have been selected to partake in the first Seeds of Change Accelerator...

Nestlé grinds out plant-based frothy coffees

Nestlé has launched three plant-based vegan lattes across the UK and Ireland, in an effort...

Tech helps food businesses reduce waste

Food businesses in Australia and New Zealand are using software platform Fresho to increase the...


  • All content Copyright © 2019 Westwick-Farrow Pty Ltd