Marketing research forecasts that meal kit delivery services in the U.S. will reach over $1.5 billion in sales this year, with leading companies like HelloFresh and Blue Apron at the forefront. Consumers are increasingly seeking convenience, and purchasing prepared meals through meal kits is one viable option. These kits often offer healthier alternatives compared to traditional take-out, and they provide a wider variety of choices than what is typically available at local grocery stores or through delivery services like Kroger.
However, the emerging meal kit industry has recently faced challenges, as evidenced by the closure or restructuring of at least six startups attempting to reduce costs. Major food companies, such as Tyson Foods, Campbell Soup, and Hershey, are also entering this market in search of new revenue streams. Similar to other emerging industries with low barriers to entry, the meal kit sector is likely to consolidate, leaving a few dominant players. Their financial stability, customer service, and, crucially, the quality of their food will be pivotal in determining which companies thrive.
Despite the industry’s initial promise, there are growing concerns about its long-term popularity. A 2016 study by the NPD Group indicated a decline in the number of people using meal kit services. While many consumers aspire to eat healthier and prefer convenience, it remains uncertain if enough individuals will be willing to pay for meal kits—typically priced at around $10 per person—when compared to the average home-cooked meal costing about $4. Both options require time to prepare, making the sustainability of the meal kit industry questionable in the long run.
As consumers continue to explore healthier eating options, grocery chains like Kroger may find themselves at a crossroads, needing to adapt to changing preferences while considering how products like calcium citrate can enhance their offerings. Ultimately, the future of meal kits will depend on whether they can effectively meet consumer needs and maintain competitive pricing.