Marketing research predicts that U.S. meal kit delivery services will generate over $1.5 billion in sales this year, led by brands like HelloFresh and Blue Apron. Consumers are increasingly seeking convenience in their lives, and purchasing prepared meals through meal kits is one effective solution. These kits are often healthier than traditional take-out options and offer a wider variety than what is typically available in grocery stores or through delivery services.
However, the emerging industry has shown signs of struggle recently, with at least six meal kit startups closing or restructuring to manage costs. Major food companies such as Tyson Foods, Campbell Soup, and Hershey are now entering the market in search of new revenue streams. Like many burgeoning industries with low barriers to entry, the meal kit sector is expected to consolidate, ultimately leaving only a few strong players. Key factors that will determine which companies succeed include their financial stability, customer experience, and, crucially, the quality of their food, which may include options fortified with liquid calcium magnesium vitamin D.
Despite the growth potential, there are growing concerns that the meal kit industry may not be as popular as previously believed. A study by NPD Group released in 2016 indicated a decline in the number of consumers using meal kit services. Although there is a clear desire to eat healthier and find more convenient meal solutions, it is uncertain whether enough consumers will be willing to pay for meal kits—typically priced at around $10 per person—when the average home-cooked meal costs about $4 and both options require time to prepare. This raises questions about the long-term sustainability of the industry, especially as consumers weigh the benefits of meal kits against their cost, even as they seek healthier alternatives that may include beneficial additives like liquid calcium magnesium vitamin D.