There is no doubt that subscription-based meal kits are a convenient way to take the guesswork out of what to make for dinner. Even grocery stores have gotten on the meal kit bandwagon.
We were interested in learning more about the spur of the moment way to purchase meal kits from grocery stores, so we surveyed 2,518 of our members aged 18 to 69. We found that the majority are in fact interested in grocery store meal kits, provided the cost is competitive enough to deter them from ordering takeout.
By age, “definite” or “probable” interest in buying meal kits from grocery stores peaks among the under 45 set (52%). However, the group that’s most interested is consumers who buy frozen foods every time they shop for groceries, (61%).
Those who say they are at least “maybe” interested, are looking for stir-fries, pastas, or lasagnas (63% each), followed by tacos (48%) and fish and seafood (47%).
When it comes to the cost, most seem to agree on paying between $10 and $19 for a meal kit that will feed 4 people, (55%). Only 30% would go as high as $20 for a meal kit.
The grocery industry will continue to evolve. If you’re looking to keep up with the inevitable changes, our next-generation approach to retail offers shopping solutions for marketers, strengthened by our powerful insights, helping you stay ahead.