Meal Kits: Trends and Opportunities in the U.S., 3rd Edition

Published: November 21, 2018 - 111 Pages

Table of Contents

  • Executive Summary
    • Sales Growth Expected to Slow in Wake of Competitive Products
    • Key Consumer Trends
    • The Key Players
    • Competitive Products Offer Greater Advantages
    • Scope
    • Methodology
  • Market Trends and Opportunities
    • Highlights
    • Key Trends
      • Celebrity Endorsements Used as a Marketing Tactic
      • Meal Kit Options Targeted at Specific Demographics and Diets
      • Meal Kit Companies Assuring Environmental Sustainability and Better Packaging
      • Meal Kits Increasingly Offering Prepared Ingredients to Save Time and Reduce Mess
      • Meal Kits Are Not Just a Product – The Service is Also a Home Cooking Class
      • Groupon Flash Sales May Entice New Buyers to Subscribe
    • Key Opportunities
      • CSAs Joining the Meal Kit Market Through Partnerships or New Product Offerings
      • Appeal to Older Consumers to Keep Them Cooking At Home
      • Offer Meal Kits Without a Subscription
      • Offer Meal Kits for Sale Through Local Venues
      • Expose Customers to New Kinds of Foods and How to Cook Them
      • Target Special Occasions to Interest Infrequent Customers Who Will Not Subscribe
      • Target More Price Sensitive Customers with Lower Price Meal Kits
  • Market Overview
    • Highlights
    • Overview
    • Market Size and Forecast
      • Table U.S. Meal Kit Sales, 2017 & 2018E-2023P (dollars in millions, % CAGR)
  • Meal Kit Providers
    • Highlights
    • Investments
      • Table Investment in Meal Kit Companies by Number of Funding Rounds and Latest Funding Round, 2015–2018 (dollars in millions)
    • Partnerships
      • Table Meal Kit Company Partnerships
    • Mergers and Acquisitions
      • Table Meal Kit Company Mergers & Acquisitions
      • Being Acquired: A Strategy for Survival
    • Market Leaders
      • Market Share
        • Table Blue Apron Revenue Growth, 2014-2018E (in dollars and percent change)
      • Geography
        • Table Leading Meal Kit Delivery Companies by Date Founded, Services Offered, and Geographic Area Served
    • Other Market Leaders and Up and Coming Companies
      • National and Large Competitors
        • Table Selected Large Meal Kit Delivery Services by Date Founded, Services Offered, and Geographic Area Served
      • Regional and Local Competitors
        • Table Selected Local and Regional Meal Kit Delivery Services by Date Founded, Services Offered, and Geographic Area Served
    • Pricing and Subscription Models
      • Customers Seek Increased Flexibility in Ordering
      • Meal Plan Pricing by Company
        • Table Comparison of Blue Apron and HelloFresh Meal Plans by # of Servings, # of Recipes, and Prices
        • Table Comparison of Other Top Company Meal Plans by # of Servings, # of Recipes, and Prices
      • Opportunities Exist in Tiered Pricing Options
  • Meal Kit Competition and Trends in Food and Beverage Convenience
    • Highlights
    • Amazon Is a Major Disruptor in Meal Kits
    • Frozen Meal Kits: Similar to Fresh Meal Kits, But for a Lower Price
    • Meal Delivery Services Are a Major Competitive Force
      • Table Selected Meal Delivery Services by Date Founded, Services Offered, and Geographic Area Served
    • Home Chef Services Compete with the Meal Kit Concept
    • Grocery Store-Developed Fresh Food Meal Kits Compete on Price
      • Table Giant Eagle/Market District Meal Solutions
    • Online Grocery Shopping Services
      • Table Instacart's New 2018 Partnerships and Their Distribution Range
    • Restaurant Delivery from Third Parties
    • Restaurant Meal Kits
  • Consumer Psychographics
    • Highlights
    • Consumers Overall Like Premium Food Characteristics
      • Table Characteristics that Consumers Like to See in Their Foods, 2018 (percent)
    • Meal Kit Subscribers Use Many Other Convenient Food Options
      • Table Meal Delivery Options Utilized by Consumers Overall and Meal Kit Customers "Within the Last 30 Days, Have You Had Any of the Following Delivered to Your Home?" (in percent)
    • Top Reasons Customers Order Convenience Foods for Delivery
      • Table "What Are the Main Reasons You Get Ready-to-Eat Food, Meals, or Meal Kits Delivered to Your Home?" (in percent)
    • Frequency of Meal Preparation and Orders Per Week
      • Table "Within the Last 30 Days, About How Many Times Per Week Did You Use These Meal Options?" (in percent)
    • How Did Current Meal Kit Customers Hear About Meal Kits?
      • Table "How Did You Hear About Delivery Service Meal Kits?" (in percent)
    • What Do Meal Kit Subscribers Think Is Most Important for Meal Kits?
      • Table "What Aspects of Using Meal Kits Are Most Important to You?" (in percent)
    • Packaging Is a Concern for Many Meal Kit Subscribers
    • Meal Kit Subscribers Care About the Environment
      • Table Meal Kit Subscriber Opinions on the Environment, 2018 (in percent and index)
    • Minorities Most Likely to Prefer Premium and Healthy Foods
      • Table Opinions on Food by Race, 2018 (in percent and index)
    • Top Reasons Former Meal Kit Subscribers Cancelled Service
      • Table "Why Did You Decide to Stop Using Fresh Meal Kit Delivery Services?" (in percent)
  • Consumer Demographics
    • Highlights
    • Meal Kit Subscribers Overlap with Online Grocery Shoppers
    • Grocery Stores that Meal Kit Subscribers Favor
      • Table Grocery Stores Shopped by Meal Kit Subscribers Versus All Consumers, 2018 (percent and index)
    • Consumers More Likely to Buy Meal Kits without a Subscription
    • Age Plays a Big Role in How Much Households Spend on Groceries
      • Table Weekly Grocery Expenditures by Age and Gender, 2018 (percent and index)
    • Partnered Individuals, Households with Children, and Minorities Spend More on Groceries
      • Table Weekly Grocery Expenditures by Race, Partner Status, and Children, 2018 (percent and index)
    • Busy People Spend More on Groceries and Are a Prime Market
      • Table Weekly Grocery Expenditures by Hours Worked per Week, 2018 (percent and index)
    • Household Income Best Predictor of Grocery Spending
      • Table Weekly Grocery Expenditures by Household Income, 2018 (percent and index)
  • List of Industry Participants & Related Companies


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Meal Kits: Trends and Opportunities in the U.S., 3rd Edition

Special offer: now 20% off original full report price

Many meal kit companies have come and gone in an increasingly competitive market environment in the last few years as meal kit companies have struggled in two primary areas: attracting and retaining new customers and successfully delivering fresh ingredients while keeping prices low. With a focus on “what’s next” – along with bringing decades of food and beverage market perspective and analysis to the table – Meal Kits: Trends and Opportunities in the U.S., 3rd Edition is packed with quantitative and qualitative projections to help meal kit companies, food and beverage producers, retailers, packaging companies, investors, and service providers gauge consumer perspectives and opportunities for growth in a rapidly evolving and competitive market.
  • After Amazon’s June 2017 acquisition of Whole Foods, the online food and beverage market has been changing rapidly as retailers have raced to compete with Amazon.
  • Blue Apron’s highly anticipated IPO made it the first publicly traded meal kit company in the U.S., but the company has struggled to maintain customers and has lost its spot as market leader to HelloFresh due to declining revenues.
  • Although subscription delivery services shaped the meal kit market, most of the major meal kit companies are offering their products through alternative venues to appeal to a wider audience.
  • Mergers, acquisitions, and partnerships are becoming more commonplace as companies are increasingly competing with alternative products and services.
  • Competitive meal options may offer greater advantages than meal kits, such as further convenience, increased shelf life, and lower price.
Meal Kits: Trend and Opportunities in the U.S., 3rd Edition delivers actionable predictions and recommendations designed to guide meal kit companies, retailers, service providers, food marketers, and investors in making business decisions by providing data and insights about the meal kit market.


Combining Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys conducted in 2018, Meal Kits: Trend and Opportunities in the U.S., 3rd Edition is the go-to source for a complete understanding of the U.S. meal kit market. This report evaluates current trends and future directions for marketing and retailing, along with consumer patterns across the entire food and beverage market and broader online grocery shopping market.

Meal Kits: Trends and Opportunities in the U.S., 3rd Edition forecasts market size and growth (2017-2023); examines new product availability; surveys retail channel trends including cross-channel shopping vs. customer loyalty; and analyzes trends and shifts in the needs of today’s meal kit shoppers. This report also examines the competitive environment in which meal kits companies compete with other convenient food options such as premade meal delivery and grocery store-developed fresh meal kits. Supplementing Packaged Facts’ exclusive survey is an extensive analysis of Simmons’ National Consumer Study, which is based on approximately 25,000 adult respondents surveyed annually. This report contains dozens of numerical tables and charts, as well as numerous photographs of advertising, online interfaces, and other images across key channels.

Report Methodology

The information contained in Meal Kits: Trends and Opportunities in the U.S., 3rd Edition was developed from primary and secondary research sources. Primary research includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze purchasing patterns and attitudes with regard to meal kit delivery services and food and beverage preferences. Primary research also includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing. Our estimates of market size and company performance are based on reported revenues of meal kit companies, news reports, and more.

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