Meal Kits On The Rise

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What are Meal Kits?

Meal kits contain pre-portioned ingredients and recipe instructions for a complete meal, that shoppers prepare and cook themselves. 

Meal kits are a small category with big potential. During the past eight months, the number of Australianhouseholds who have made a HelloFresh and Marley Spoon purchase was 1.5% of total households (around 150,000 households). However, if the Australian market follows the trend of the U.S., this could represent one million Australian homes buying meal kits in the next 12 months – significantly impacting the traditional and online grocery retail market according to Nielsen Retail Industry Group.

Who are the main users of Meal Kits?

Meal kit users are more likely to be younger shoppers, (primary household shopper aged less than 45 years old). Second, they are more likely to be families and young transitional. More than 6-in-10 (64%) of meal kit brands such as HelloFresh and Marley Spoon primary shoppers are less than 45 years old.


What makes Meal Kit shoppers so unique? 

Customers are very loyal and are willing to spend for the convenience and healthy delivery of their groceries to their front door. HelloFresh and Marley Spoon are attracting heavy fresh produce shoppers. With a strategy focused on delicious, healthy meals planned for the customer, their offering resonates with these shoppers.  Considering fresh produce is around 40% of total grocery spend, manufacturers and retailers should also consider the role of fresh as part of their offering, Neilsen says.

A healthy tick for all

Meal kits tick a lot of boxes for Australian shoppers, as they resonate through their convenience of delivery to the front door, healthy eating through their fresh ingredients, reduction of food waste and portion control, which fits in well with Bakers Maison’s principals and values. 

Interested in meal kits and breads? Contact us at info@bakersmaison.com.au or give us a call to know more about how and why we collaborate with meal kit companies.

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