Home Blog 2020 Meal Kits Have A New Purpose In Our New Reality
Apr 22, 2020

Meal Kits Have a New Purpose in Our New Reality

Subscribe to our blog

With shelter in place orders and social distancing forcing consumers to stay in their homes, many are turning to online grocery delivery services to avoid crowded areas. However, NPD research partner, MFour, revealed a staggering number of consumers currently have issues finding groceries for delivery. While shopping for grocery delivery, 63% of shoppers couldn't find what they needed. Of that group, 17% gave up, 38% went into a store, 15% switched apps, and 30% decided to wait until the items they need are available on the same app. This need to get food into the home without going into a grocery store has shined a new light on meal kits, which had been losing popularity with consumers prior to the COVID-19 outbreak.

And the trend for meal kits could be on the upswing. For the last year, our National Eating Trends® (NET®) research showed the percent of U.S. adults who used a meal kit in the last 30 days remained steady at 5 percent. However, our new NET® COVID-19 Pantry & Food Strategy Tracker for the first two weeks of April has that at about 7 percent. The data, although preliminary, is a barometer of shifting consumer priorities.

Meal kits can save consumers trips to crowded grocery stores where social distancing is difficult to maintain, and provide everything that is needed for a meal versus having to shop multiple stores only to find empty shelves. For those who suddenly find themselves in the position of having to cook but not really knowing how, meal kits provide ingredients in the right proportions along with step-by-step instructions that even a beginning cook can understand.  For older or more vulnerable populations, meal kits deliver well-balanced nutritious meals right to their door steps with little or no-contact delivery.

Being a researcher, it’s been amazing to me how quickly our needs and wants have changed over the last few weeks. Just like disinfectant wipes and the other things that have grown mightily in importance in our current environment, meal kits have the opportunity to do the same. Generally speaking, consumers are looking for convenient ways to prepare in-home meals more frequently and seek short cuts in food preparation as well as acquisition.



Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Foodservice


The Struggle is Real for U.S. Full Service Restaurants as Visit and Transaction Declines Stay in the Double-Digits
The Struggle is Real for U.S. Full Service Restaurants as Visit and Transaction Declines Stay in the Double-Digits

Full service restaurants (FSRs) were hit hard when the COVID pandemic resulted in shelter-at-home orders and mandated dine-in closures. With most FSR business being on-premises dining, visits to FSRs were down -47% in the April, May, and June quarter compared to same quarter year ago.

U.S. Restaurant Industry Recovery Stalls with No Improvement in Transaction Declines in Six Weeks
U.S. Restaurant Industry Recovery Stalls with No Improvement in Transaction Declines in Six Weeks

In W/E July 19, restaurant chain transactions are down -12% vs year ago, compared to -14% in prior week. Improvements in transaction declines have been stalled for six weeks.

U.S. Quick Service Restaurant Chains Drive Customer Transaction Declines in W/E July 12
U.S. Quick Service Restaurant Chains Drive Customer Transaction Declines in W/E July 12

Total customer transactions at major U.S. restaurant chains declined by 14% in the week ending July 12 versus year ago, compared to -11% in the prior week. Quick service restaurant chains drove the declines, while full service restaurants chains improved declines in the week.

Consumers Demand Safety in a post-COVID-19 Future
Consumers Demand Safety in a post-COVID-19 Future

NPD’s Foodservice Consumer Sentiment Study reveals that health and safety will be top of mind for restaurant industry.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.