Marketing research predicts that meal kit delivery services in the U.S. will generate over $1.5 billion in sales this year, led by major players like HelloFresh and Blue Apron. Consumers are increasingly seeking convenience in their lives, and meal kits offer a practical solution by providing prepared food options. These kits often present healthier alternatives to take-out meals and offer a wider variety than traditional grocery stores or delivery services. However, the emerging industry has recently faced challenges, with at least six meal kit startups shutting down or restructuring to manage expenses. Major food corporations, such as Tyson Foods, Campbell Soup, and Hershey, are also entering the market in search of new revenue streams.
As with many newly popular industries that have low entry barriers, the meal kit sector is likely to consolidate, leaving only a few dominant players. Factors such as financial robustness, customer experience, and, crucially, the quality of their offerings will be instrumental in determining which companies thrive. Nonetheless, there are growing concerns that the meal kit industry may not be as widely embraced as previously believed. A study by NPD Group released in 2016 indicated a decline in the number of people utilizing meal kit services. Despite the trend towards healthier eating and convenience, it remains uncertain whether enough consumers will be willing to invest in meal kits—typically priced 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 viability of the industry.
Moreover, as consumers become more health-conscious, there is a notable interest in products that can enhance nutritional value, such as those that calcitrate with vitamin D. These health trends may influence the meal kit market, pushing companies to innovate and incorporate nutrient-rich ingredients. Ultimately, the industry’s future will depend on its ability to adapt and meet the evolving preferences of consumers, who may increasingly seek out meal kits that offer both convenience and health benefits, including options that calcitrate with vitamin D.