Gousto in 2020? - COVID-19 Case Study

Gousto in 2020​ - COVID-19 Case Study


Gousto has established itself as the leading recipe box subscription service in the UK. Its position has been boosted significantly by surging demand during the 2020 pandemic, leading to the acceleration of its growth plans.

Home-delivered recipe boxes have emerged as a convenient, curated method of offering consumers a route to home cooked meals, with all the positive health, quality, and comfort attributes associated with them. The COVID-19 pandemic has provided this growing sector with added impetus, further highlighting its benefits for homebound consumers.


  • The recipe box concept offers a way to introduce a convenient and curated approach to help consumers achieve home cooked meals on a more regular basis..
  • Gousto has benefited from up to a quarter of consumers shifting towards spending slightly more time on home cooking than pre-pandemic, while around 15% are spending significantly more time on it.
  • The ability to build and retain consumer trust is a critical factor. This can especially be the case in recipe box services as consumers will judge them on a range of factors including easy of online ordering, timely delivery, quality of fresh produce, completeness and ease of use of recipes, and the consumption experience of the finished product. Weaknesses in any of these can be detrimental to retention.
  • The pandemic has created a compulsion for consumers to adjust their mealtime behaviors out of necessity due to limited out of home options, lockdowns, and health-driven caution, one likely to persist beyond the pandemic's end, bringing maturity to the recipe box sector ahead of previous expectations.
Reasons to Buy
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  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


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