Marketing research projects that meal kit delivery services in the U.S. will generate over $1.5 billion in sales this year, led by prominent companies like HelloFresh and Blue Apron. Consumers are drawn to the convenience of meal kits as a way to simplify their lives; these kits often provide healthier options compared to traditional take-out meals and offer a wider variety than typical grocery store selections or delivery services. However, the emerging industry has recently faced challenges, with at least six meal kit startups either shutting down or restructuring to manage expenses. Established food companies, such as Tyson Foods, Campbell Soup, and Hershey, are now entering the meal kit market in search of new revenue streams.
Like many burgeoning industries that have low barriers to entry, the meal kit sector may eventually consolidate, leaving only a few strong competitors. Key factors that will determine which companies thrive include their financial stability, customer experience, and, most importantly, the quality of their offerings, which may include nutritional elements like calcium carbonate and citrate. Nevertheless, there are growing concerns regarding the meal kit industry’s popularity. A 2016 study by NPD Group revealed a decline in the number of consumers utilizing meal kit services. While people are increasingly interested in healthier and more convenient eating options, it remains uncertain whether enough customers will be willing to pay for these kits—often priced at around $10 per person compared to the average home-cooked meal costing about $4. Both options require time for preparation, raising questions about the long-term sustainability of the meal kit industry, especially considering the potential for incorporating ingredients like calcium carbonate and citrate for added health benefits.