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Meal Kits Delivery Services in the U.S., 2nd Edition

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Meal Kit Delivery Services in the U.S., 2nd Edition covers online meal kit delivery services, defined as companies that offer and deliver to consumers’ doors (or arrange for delivery of) a box or bag of fresh ingredients for one or more meals, along with a step-by-step recipe with photos showing how to cook each meal at home. The everything-in-a-box kits promise convenience by eliminating the need to plan meals, find recipes, and shop for groceries. Ingredients are portioned in just the right quantities for the recipe, and sometimes even prepped (pre-cut, marinated, packaged with pre-cooked sauce components, etc.) to speed and ease consumers’ time spent in the kitchen.

The report examines:
  • the competitive environment among the several leading meal kit delivery services;
  • several of the new, up-and-coming entries in the category;
  • and meal kit delivery services that failed.
In addition—and of equal, if not greater importance—the report examines the competitive environment in which meal kit delivery services must strive for consumer attention. This includes a review of the various other methods by which consumers can obtain at home meals from both the retail grocery and foodservice channels. As described in Chapter Two, A Rapidly Evolving Market Environment, meal kit delivery services are one element with an increasingly complex “omnichannel” food delivery universe. Emphasis is given to the way in which the relatively new development of the meal kit delivery service category has impacted the other categories.


  • Executive Summary
    • Overview
      • Scope of Report
      • Report Methodology
      • Meal Kit Delivery Services at $4.65 billion in 2017
      • Meal Kit Delivery Services Projected at $11.6 billion by 2022
      • Meal Kit Delivery Services and the Food Industry
      • Food Industry Reactions to Meal Kit Delivery Services
      • Consumers: Convenience and Meal Solutions
      • 17% of Adults Receive Delivery Service Fresh Meal Kits
      • 90% of Fresh Meal Kit Delivery Subscribers Would Recommend This Service to Friends
      • Millennial, Urban, and Natural Foods Skew to Customer Base
    • Market Participation Opportunities
      • Fresh Fields for Food Suppliers
      • Working the Learning to Cook Curve
      • To Niche or Not to Niche
      • Working the Clock and the Calendar
      • Celebrity Tie-Ins
      • Organizational Tie-Ins
      • Tie-Ins with Hospitality Industry
      • Establishing External Rewards Programs
      • Getting Ahead of the Curve (or Back to the Future) on Eco-Friendly Packaging
      • Meal Kit Providers and Packaged Food Companies as Frenemies
  • Market Overview
    • Key Points
    • Disrupting the Food Industry
      • A Niche but Critical Challenge to the Grocery Industry
      • The Online Grocery Revolution
      • Challenging Foodservice as Well as Groceries
    • The Heart of the Matter: How Food Gets to the Consumer
    • Meal Kits One Option Among Many
      • Everything Old Is New Again
    • Two Way Challenge to Meal Kits
      • Meal Kit Delivery Services at the High End
    • Why Meal Kits?
      • Meal Kit Delivery Services and the Triple Haters
        • Table Consumer Food Delivery Likes and Dislikes
      • How Meal Kit Delivery Services Work
      • Subscription Plans Most Common
      • No Subscription Option
      • Competing on Price
      • The Attractions of Meal Kit Delivery Services
      • The Downside of Meal Kit Delivery Services
    • The Market
      • A $5 Billion Market?
      • Market Projection
        • Table Blue Apron Revenue Growth
        • Table Estimated and Projected Sales of Fresh Food Meal Kit Delivery Services: 2016, 2017, and 2022 (in billions of dollars and percentage change)
      • The Amazon Factor
      • Can Success Lead to Obsolescence?
      • Future Directions for Meal Kit Delivery Services
    • What Didn't Work
    • Blue Apron, Amazon, and Instacart
    • Blue Apron's IPO
      • Significance for Category as a Whole
      • Should Blue Apron Be Acquired?
      • Blue Apron Acquires BN Ranch
      • Impact of Blue Apron IPO on Amazon/Whole Foods
      • Impact of Blue Apron IPO on Instacart
    • Amazon and Whole Foods
      • Whole Foods Tests Purple Carrot, Salted, and Its Own Branded Meal Kits
      • Impact on Grocery Industry
      • Impact of Amazon/Whole Foods Deal on Blue Apron
      • Impact of Amazon-Whole Foods Deal on Instacart
    • Instacart's Expanding Presence
      • Table Instacart's Partner's and Distribution Range
      • Impact of Instacart Expansion on Amazon/Whole Foods
      • Impact of Instacart Expansion on Blue Apron
    • Investment Support for Meal Kit Competitors
    • Social Media a Key Marketing Platform
    • Current Developments Among Meal Kit Delivery Services
      • Blue Apron
      • Chef'd
      • Green Chef
      • HelloFresh
      • Home Chef
      • Martha & Marley Spoon
      • PeachDish
      • Plated
      • Purple Carrot
      • Sun Basket
      • Terra's Kitchen LLC
    • Up and Coming Meal Kit Delivery Services
      • BurgaBox
      • Farmhouse Delivery Supper Club
      • Feastive
      • Foodstirs
      • Gobble
      • Good Eggs
      • Handpick
      • Kitchen Table
      • One Potato
      • Thai Direct
  • Meal Kits Impact on Food Industry
    • Key Points
    • The Food Industry Responds
    • Meal Kits from Retail and Online Groceries
      • Kroger Enters Meal Kit Competition
      • Publix Offering Meal Kits
      • Giant Eagle Includes Meal Kits Among Many Options
        • Table Giant Eagle/Market District Meal Solutions
      • Hy-Vee Offers Chef in a Box
      • Coborn's Expands Meal Kit Program
      • Gelson's Offers Salted Interactive Meal Kits
      • Peapod's Expanding Meal Kit Offerings
    • Meal Kits and Grocery Manufacturers
      • Did Meal Kit Convenience Spur Click and Collect?
    • Meal Kits Push Convenience in Convenience Stores
    • Meal Kits and Foodservice
    • Meal Kits and "Ready-To-Eat" Home Delivery
    • Meal Kits Impact Other Consumer Categories
  • The Consumer
    • Key Points
    • Food and Meal Delivery
      • Half of Adults Have Ready-to-Eat Food Delivered, Mostly from Chain Restaurants
      • One-Third Have Had Grocery, Meal Kit, or Diet Management Prepared Meals Delivered
      • Amazon Role in Food and Grocery Delivery
      • One-Fifth of Amazon Prime Users Are AmazonFresh Customers
      • Food and Grocery Is the #2 Subscribe-and-Save Category
        • Table Usage Rates for Amazon Grocery Delivery Services, 2017 (percent of U.S. adults
    • Meals at Home
      • Meal Kit Subscribers Cook More, Not Less
      • Home Meals Remain Most Often Prepared from Scratch
        • Table How Meals at Home Are Prepared or Procured, by Frequency, 2017 (percent of U.S. adults)
    • Awareness and Use of Meal Kits
      • One-Third of Adults Have Purchased Fresh Food Meal Kits, Broadly Defined
      • 73% Awareness of Meal Kit Delivery Services Is Primary Due to Aggressive Advertising
      • Time, Effort, and Expense the Top Reasons for Quitting Meal Kit Delivery Service
      • Time Saving, Quality and Variety of Options, and Enjoyment Are Most Important Features of Meal Kit Delivery Services
      • Nine out of 10 Subscribers Would Recommend Meal Kit Delivery Services
        • Table Level of Agreement with Statement: "I Would Recommend Meal Kit Delivery Service to my Friends," 2017 (percent of current meal kit service subscribers)
    • The Fresh Meal Kit Delivery Service Subscriber
      • Demographic Profile of the Meal Kit Services Subscriber Trends Markedly Upscale
        • Table Demographic Characteristics of Fresh Meal Kit Delivery Service Subscribers, 2017 (index)
      • Meal Kit Subscribers Are Heavy Users of Online Shopping Services
        • Table Online Ordering and Purchasing Activity: All Adults vs. Current Meal Kit Delivery Service Subscribers, 2017 (percent and index)
        • Table Demographic Characteristics of AmazonFresh Users, 2017 (index)
      • Meal Kit Subscribers Are More Diet Conscious
        • Table Level of Agreement with Statement: "I Follow a Special Diet for Health and Wellness," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
      • Meal Kit Subscribers Favor Natural Food and Specialty Stores for Grocery Shopping
      • Quality, Organics, and To-Go Options Are Desirable in a Grocery Store
      • In Product Selection, Meal Kit Subscribers Favor Local, Natural, Animal-Friendly
        • Table Level of Agreement with Statement: "I Buy Fresh, Natural Ingredients for Cooking," 2017
        • Table Level of Agreement with Statement: "I Prefer Using Local Cooking Ingredients," 2017
        • Table Level of Agreement with Statement: "I Look for Specific Nutritional Ingredients in the Foods I Eat," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
        • Table Level of Agreement with Statement: "I Prefer to Buy Packaged Food or Beverage Groceries from
        • Table Level of Agreement with Statement: "I Prefer to Buy Packaged Food or Beverage Groceries from Specialty/Natural Companies Rather than from Large Food Companies," 2017

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