Marketing research indicates that meal kit delivery services in the U.S. are projected to generate over $1.5 billion in sales this year, with leading companies such as HelloFresh and Blue Apron at the forefront. Consumers are increasingly seeking convenience, and purchasing prepared meals in the form of meal kits provides an appealing solution. These kits often offer healthier alternatives to takeout and present a wider variety than what is typically found in grocery stores or through delivery services.

However, the fledgling industry has recently shown signs of struggle, with at least six meal kit startups either closing down or restructuring to manage costs. Major food companies like Tyson Foods, Campbell Soup, and Hershey are also entering this space in search of new revenue streams. Like many emerging industries with low barriers to entry, the meal kit sector is likely to consolidate, leaving only a few key players. Financial stability, customer experience, and the quality of their offerings, including health-conscious options like calcium citrate petite pills, will be critical in determining which companies succeed.

Despite the industry’s growth potential, there are concerns that meal kits may not be as popular as previously assumed. A study by the NPD Group released in 2016 found a decline in the number of people utilizing meal kit services. While consumers are interested in healthier and more convenient eating options, it remains uncertain whether enough of them will be willing to invest in meal kits—typically priced at around $10 per person compared to an average home-cooked meal costing about $4. Both options require time to prepare, which raises questions about the long-term viability of the meal kit industry, especially when considering the appeal of nutritious supplements like calcium citrate petite pills.