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市場調查報告書

美國的餐包宅配服務

Meal Kit Delivery Services in the U.S.

出版商 Packaged Facts 商品編碼 357813
出版日期 內容資訊 英文 125 Pages
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美國的餐包宅配服務 Meal Kit Delivery Services in the U.S.
出版日期: 2016年04月28日 內容資訊: 英文 125 Pages
簡介

本報告提供美國的餐包宅配服務市場趨勢調查,提供您餐包宅配服務概要·魅力·結構,優點與批判,對象消費階層和行銷相關趨勢,彙整消費者使用概況和偏好,用戶層的人口組成分析,主要市場行銷及其配合措施等資料。

第1章 摘要整理

第2章 趨勢·市場機會

  • 主要觀點
  • 未來預測
  • 餐包宅配服務:針對M&A·IPO時機是否成熟?
  • 具有地區經營者·獨特觀點的行銷經營者·零售業者·CPG品牌的市場機會
  • 名流廚師
  • 對單身家庭·孩子離巢以後的父母家庭·Ethnic Groups 的定位

第3章 概要

  • 調查範圍
  • 調查手法
  • 餐包調查的理由?
  • 飲食習慣的變化
  • 在瑞典的開始
  • 餐包宅配服務的結構
  • 餐包的烹調
  • 餐包宅配服務的魅力
  • 購買及用餐計劃的節省時間·減輕壓力
  • 新鮮:非常大的賣點
  • 不廢棄處置
  • 學會熟調技術的
  • 誰也做得到的烹調
  • 快樂
  • 配合減肥可部分控制
  • 批判
  • 如同「Paint-by-Numbers」一般
  • 對大部分的人們而言昴貴
  • 過度包裝,不環保
  • 目標市場
  • 行銷:透過名流廚師的餐包和聯合品牌
  • 行銷:從口碑到國內TV傳播
  • 產業的阻礙
  • 市場規模與市場成長
  • 是否有盈利性?其它

第4章 消費者

  • 主要觀點
  • 目標的人口組成區分
  • 行銷:以專業人士層·忙碌家庭層·都市區的Millennial層為目標
  • 透過Packaged Facts的消費者調查
  • 半數消費者利用著食品宅配服務
  • 餐包使用者:也喜好利用RTE食品·食品雜貨送貨到府
  • 很多披薩·RTE食品使用者的連鎖餐廳送貨到府的利用
  • 大部分的餐包使用者為45歲以下
  • 其他調查等

第5章 經銷商

  • 主要觀點
  • 美國存在150以上的餐包宅配服務
  • Ahold USA
  • 超級市場連鎖開始賣餐包
  • Peapod:與Barilla協作開發餐包
  • Giant Carlisle:引進店內銷售用餐包
  • Blue Apron, Inc.:國內領導者
  • Would-Be Chefs為目標的最大餐包宅配服務
  • 效率化:廢棄物最少,最大化盈利
  • 新的契約計劃:Wine and Dine
  • 減少包裝,擴大市場的滲透
  • Chef'd, LLC
  • 美國的廚房專業廚師
  • 預測分析:顯示出滿足所需的供給量
  • 各人口層的廣泛訴求力
  • 質樸的烹調
  • Din Inc.
  • 在一家人可享受的餐廳用餐
  • Foodstirs Inc.
  • FreshDirect LLC
  • Gobble
  • 「可用平底鍋在10分鐘完成一個」
  • Green Blender
  • Green Chef
  • 認證有機餐包
  • Handpick, Inc
  • HelloFresh USA
  • Home Chef
  • Hungryroot Inc.
  • Marley Spoon
  • Munchery
  • Pantry
  • PeachDish
  • Plated
  • Shark Tank的成功案例
  • 永續性的領導者
  • The Purple Carrot
  • 素食主義者食
  • Saffron Fix Inc.
  • Sun Basket
  • Terra's Kitchen LLC
  • Tyson Foods, Inc.等
目錄
Product Code: LA5815663

Are meal kit delivery services the future of the U.S. food industry, destined to replace both at-home food preparation from store-bought ingredients and the seemingly indelible experience of food store shopping itself, while also cutting into the restaurant business? Some industry participants say so, and while perhaps not quite so starry as this, the future does appear bright. Bridging the space between home-cooked meals and takeout, meal kit delivery services have exploded into a $1.5 billion market in just the past few years and appear on track to at least double that number in the next few years. Meant to solve the perennial problem of “what's for dinner?”, the services offer consumers a convenient way to cook at home without having to do the meal planning and grocery shopping. Online portals let consumers order meals ahead from picture menus showing gorgeous photos of the finished dish, and the services deliver the pre-measured fresh ingredients along with recipes to their doorstep to help them cook chef-quality meals at home. Marketers are aiming for-and finding-a “sweet spot” with consumers who do not have the time, inclination, or know-how to shop for individual ingredients, navigate a recipe, and cook from scratch, yet do not want to eat yet another heat-and-eat prepared meal, order takeout food, or dine out. No wonder then that participants across the entire food spectrum-from grocery home delivery services like Peapod and FreshDirect, to packaged foods marketers like Barilla, to meal-kits-only grocery store Pantry-are climbing aboard the burgeoning meal kits bandwagon.

Scope and Methodology

Packaged Facts' first-edition report, Meal Kit Delivery Services in the U.S., opens with an Overview chapter presenting a thorough introduction to this new and exciting business, exploring its history, the changing eating trends that are making it viable, how meal kit delivery services work, and attractions and criticisms of these services. The next chapter, The Consumer, concentrates primarily on analyzing data from a proprietary Packaged Facts National Consumer Survey conducted in February 2015 that delves into the scope and demographics of users of meal kit delivery services. Next, “The Marketers” profiles more than two dozen competitors and their strategies, including Ahold USA, Blue Apron, Chef'd, Cooking Simplified, Din, Foodstirs, FreshDirect, Gobble, Green Blender, Green Chef, Handpick, HelloFresh, Home Chef, Hungryroot, Just Add Cooking, Markey Spoon, Munchery, Pantry, PeachDish, Plated, The Purple Carrot, Saffron Fix, Sun Basket, Terra's Kitchen, and Tyson Foods. The closing chapter, Trends & Opportunities, springboards off the past and current state of the market to explore the future of this market.

In addition to the Packaged Facts consumer survey, primary research for Meal Kit Delivery Services in the U.S. includes telephone and email interviews with executives at meal kit delivery services, with secondary research encompassing more than 300 articles in consumer and industry publications, websites, and blogs, as well as other reports by Packaged Facts, along with websites and literature from individual meal kit marketers.

Table of Contents

Chapter 1: Executive Summary

  • Overview
  • Scope of Report
  • Report Methodology
  • Why Meal Kits?
  • How Meal Kit Delivery Services Work
  • The Attractions of Meal Kit Delivery Services
  • An Industry Disrupter
  • A $1.5 Billion Market and Growing
  • Trends and Opportunities
  • Projecting the Future
  • Are Meal Kit Delivery Services Ripe for Mergers, Acquisitions, and IPOs?
  • Opportunities for Regionals, Unique Marketing Angles, Retailers,and CPG Brands
  • The Consumer
  • Half of All Consumers Use Food Delivery Services
  • Figure 1-1: 6 Consumers Using Food Delivery Services in the Past 30 Days, 2016 (percent of U.S. adults)
  • Meal Kit Consumers Also Favor RTE Food and Grocery Deliveries
  • Most Meal Kit Consumers Under Age 45, Have Kids
  • Meal Kit Users Are Urban, Well-Educated
  • Other Surveys
  • Brick Meets Click: How Consumers Are Using Online Grocery
  • NPD Group on Cooking at Home
  • The Marketers
  • More than 150 Meal Kit Delivery Services in the USA
  • Ahold's Take on Meal Kits
  • Blue Apron Targets Would-Be Chefs
  • Chef'd Is Bringing Professional Chefs Into America's Kitchens
  • Affordability a Key Appeal of Cooking Simplified
  • Din Recreates Restaurant Meals at Home
  • Foodstirs: Baking and Foodcrafting Kits at the Core

Chapter 2: Trends and Opportunities

  • Key Points
  • Projecting the Future
  • Are Meal Kit Delivery Services Ripe for Mergers, Acquisitions, and IPOs?
  • Opportunities for Regionals, Unique Marketing Angles, Retailers, and CPG Brands
  • Celebrity Chefs
  • Targeting Singles, Empty Nesters, Ethnic Groups

Chapter 3: Overview

  • Scope of Report
  • Report Methodology
  • Why Meal Kits?
  • Changing Eating Trends
  • Started in Sweden
  • How Meal Kit Delivery Services Work
  • But Are Meal Kits Really Cooking?
  • The Attractions of Meal Kit Delivery Services
  • Saves Time and Stress of Shopping and Meal Planning
  • Illustration 3-1: Meme Posted on Facebook
  • Freshness a Huge Selling Point
  • No Food Is Wasted
  • Teaches Cooking Skills
  • Almost Foolproof
  • Promotes Discovery and Introduces Variety
  • Makes Exotic Ingredients Available Everywhere
  • Lets Consumers Create a Gourmet Meal at Home
  • Cost-Effective, Healthier Alternative to Takeout and Eating Out
  • Fun to Do
  • Brings People Together
  • Promotes Portion Control and Caters to Special Diets
  • The Criticisms
  • It's Like Paint-by-Numbers
  • Too Expensive for Most People
  • Something Intangible Is Lost
  • Too Much Packaging/Environmentally Unsound
  • Do Not Eliminate Grocery Shopping Entirely
  • What? No leftovers?
  • Too Much Work
  • Too Much Cleanup
  • Target Market
  • Marketing Meal Kits Through Celebrity Chefs and Co-Branding
  • Marketing, from Word-of-Mouth to National TV
  • Illustration 3-2: Plated's Road to Discovery Road Trip
  • An Industry Disrupter
  • A $1.5 Billion Market and Growing
  • But Are They Profitable?

Chapter 4: The Consumer

  • Key Points
  • Demographic Targets
  • Marketers Target Professionals, Busy Families, and Millennial Urbanites
  • Packaged Facts Consumer Survey
  • Half of All Consumers Use Food Delivery Services
  • Figure 4-1: Consumers Using Food Delivery Services in the Past 30 Days,2016 (percent of U.S. adults)
  • Meal Kit Consumers Also Favor RTE Food and Grocery Deliveries
  • Figure 4-2: Consumers Using Both Prepare-at Home Fresh Meal Kits and Other Food Delivery Services in the Past 30 Days, 2016 (percent of U.S.adults)
  • Most Pizza and RTE Food Consumers Use Chain Restaurants for Delivery
  • Table 4-1: Consumers Using Food Delivery Services in the Past 30 Days,2016 (percent of U.S. adults)
  • Most Meal Kit Consumers Under Age 45
  • A Whopping 79% of Meal Kit Consumers Have Kids at Home
  • Hispanics and Blacks Prime for Targeting
  • One Out of Three Meal Kit Consumers Lives in the West
  • Nearly Two Out of Three Meal Kit Users Are Urban
  • Meal Kit Users Well-Educated
  • Meal Kit Delivery Use Increases Along with Income
  • Table 4-2: Consumers Using Food Delivery Services in the Past 30 Days:By Age Group, 2016 (percent of U.S. adults)
  • Table 4-3: Consumers Using Food Delivery Services in the Past 30 Days:By Presence of Children by Age, 2016 (percent of U.S. adults)
  • Table 4-4: Consumers Using Food Delivery Services in the Past 30 Days:By Ethnic Group, 2016 (percent of U.S. adults)
  • Table 4-5: Consumers Using Food Delivery Services in the Past 30 Days:By Region, 2016 (percent of U.S. adults)
  • Table 4-6: Consumers Using Food Delivery Services in the Past 30 Days:By Locality (Urban, Suburban/Outer Suburban, Rural), 2016 (percent of U.S. adults)
  • Table 4-7: Consumers Using Food Delivery Services in the Past 30 Days:By Level of Education, 2016 (percent of U.S. adults)
  • Table 4-8: Consumers Using Food Delivery Services in the Past 30 Days:By Household Income, 2016 (percent of U.S. adults)
  • Other Surveys
  • Brick Meets Click: How Consumers Are Using Online Grocery
  • NPD Group on Cooking at Home

Chapter 5: The Marketers

  • Key Points
  • More than 150 Meal Kit Delivery Services in the USA
  • Ahold USA
  • A Supermarket Chain's Take on Meal Kits
  • Peapod Teams Up with Barilla to Develop Meal Kits
  • Illustration 5-1: Peapod by Barilla
  • Giant Carlisle Introduces In-Store Meal Kits
  • Illustration 5-2: Giant Food
  • Blue Apron, Inc.: The Nation's Leader
  • Largest Meal Delivery Kit Service Targets Would-Be Chefs
  • Efficiency Minimizes Waste, Maximizes Profitability
  • New Subscription Program Lets Customers “Wine and Dine”
  • Decreasing Packaging, Increasing Market Penetration
  • Illustration 5-3: Blue Apron
  • Chef'd, LLC
  • Bringing Professional Chefs Into America's Kitchens
  • Predictive Analysis Ensures Supply Meets Demand
  • Wide-Ranging Appeal Spans Demographic Groups
  • Illustration 5-4: Chef'd
  • Cooking Simplified
  • Affordability a Key Appeal
  • Illustration 5-5: Cooking Simplified
  • Din Inc.
  • Recreating Restaurant Meals at Home
  • Illustration 5-6: Din
  • Foodstirs Inc.
  • Baking and Foodcrafting Kits at the Core
  • Illustration 5-7: Foodstirs
  • FreshDirect LLC
  • Online Grocer Delves into Meal Kits
  • Illustration 5-8: FreshDirect's FoodKick Taco Bundle
  • Gobble
  • “10 Minutes and One Pan”
  • Illustration 5-9: Gobble
  • Green Blender
  • Smoothies Only
  • Illustration 5-10: Green Blender
  • Green Chef
  • Certified Organic Meal Kits
  • Illustration 5-11: Green Chef
  • Handpick, Inc
  • Smart Groceries
  • Illustration 5-12: Handpick Smart Groceries
  • HelloFresh USA
  • Healthy, Tasty, and Jamie Oliver
  • Illustration 5-13: HelloFresh
  • Home Chef
  • Variety, Flexibility, and a Midwest Approach
  • Illustration 5-14: Home Chef
  • Hungryroot Inc.
  • Recipes Let Vegetables “Masquerade as Other Foods”
  • Illustration 5-15: Hungryroot
  • Just Add Cooking
  • Eco-Friendly, New England Regional
  • Illustration 5-16: Just Add Cooking
  • Marley Spoon
  • Competing with “The Weekly Grocery Shop”
  • Illustration 5-17: Marley Spoon
  • Munchery
  • Locally Sourced, Gourmet Meals Cooked by Chefs
  • Illustration 5-18: Munchery
  • Pantry
  • A Meal-Kits-Only Grocery Store
  • Illustration 5-19: Pantry
  • PeachDish
  • Modern Southern Cooking
  • Illustration 5-20 PeachDish
  • Plated
  • A Premium Service for the “Evolved Eater”
  • Shark Tank Success Story
  • A Leader in Sustainability
  • Illustration 5-21: Plated
  • The Purple Carrot
  • Plant-Based Vegan Meals
  • Illustration 5-22: The Purple Carrot
  • Saffron Fix Inc.
  • Ethnic Indian Meals
  • Illustration 5-23 Saffron Fix
  • Sun Basket
  • Healthy California Lifestyle
  • Illustration 5-24: Sun Basket
  • Terra's Kitchen LLC
  • Eco-Friendly Packaging
  • Illustration 5-25: Terra's Kitchen
  • Illustration 5-26: “The Vessel,” FreshRealm's Cold Food Box
  • Tyson Foods, Inc.
  • Mainstream Food Producer Joins the Fray
  • Illustration 5-27: Tyson Tastemakers
  • Illustration 5-28: Tyson Ready for Skillet Meal Kits
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