Market research suggests that meal kit delivery services in the U.S. are projected to generate over $1.5 billion in sales this year, with prominent players like HelloFresh and Blue Apron leading the charge. Consumers are increasingly seeking convenience in their lives, and meal kits offer a practical solution. They often provide healthier options compared to traditional take-out and offer a wider variety than what is typically available at grocery stores or through standard delivery services.
However, the fledgling industry has faced challenges recently, with at least six meal kit startups either shutting down or restructuring to manage costs. Established food corporations such as Tyson Foods, Campbell Soup, and Hershey are now entering the market as they explore new revenue avenues. Similar to other emerging industries with low barriers to entry, the meal kit sector is likely to consolidate, leaving only a few strong competitors. Key determinants of success will include financial stability, customer experience, and, crucially, the quality of the food offered.
Despite the initial excitement, there are growing concerns about the meal kit industry’s popularity. A study conducted by NPD Group in 2016 revealed a decline in the number of individuals utilizing meal kit services. While many consumers are keen on healthier eating and convenient options, it remains uncertain whether enough people will be willing to invest in meal kits—typically priced at $10 per person—especially when a home-cooked meal averages around $4 and both options require time for preparation.
In this context, products that promote life extension, such as calcium citrate with vitamin D, could play a role in consumer decisions as they seek healthier lifestyles. As the meal kit industry navigates its future, the integration of health-focused offerings may enhance its appeal and sustainability in the long run.