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市場調查報告書

美國的膳食料理包宅配服務

Meal Kits Delivery Services in the U.S., 2nd Edition

出版商 Packaged Facts 商品編碼 357813
出版日期 內容資訊 英文 128 Pages
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美國的膳食料理包宅配服務 Meal Kits Delivery Services in the U.S., 2nd Edition
出版日期: 2017年07月07日 內容資訊: 英文 128 Pages
簡介

本報告提供美國的膳食料理包宅配服務的市場調查,服務概要、魅力、結構,主要進入經營者、新加入經營者的提供服務,競爭環境,對鄰接產業的影響,消費者使用概況 和偏好,用戶層簡介等彙整資料。

第1章 摘要整理

  • 概要
  • 進入經營者的市場機會

第2章 市場概要

  • 要點
  • 食品產業的阻礙
  • 消費者的食品到達
  • 膳食料理包:許多選項中之一
  • 膳食料理包的課題
  • 膳食料理包的合理性
  • 市場
  • 失敗案例
  • BLUE APRON、AMAZON、INSTACART
  • BLUE APRON的IPO
  • AMAZON和WHOLE FOODS
  • INSTACART的存在感擴大
  • 膳食料理包經營者的投資支援
  • 社群媒體:主要行銷平台
  • 各膳食料理包宅配服務公司的目前情形
    • Blue Apron
    • Chef'd
    • Green Chef
    • HelloFresh
    • Home Chef
    • Martha & Marley Spoon
    • PeachDish
    • Plated
    • Purple Carrot
    • Sun Basket
    • Terra's Kitchen LLC
  • 新的膳食料理包宅配服務
    • BurgaBox
    • Farmhouse Delivery Supper Club
    • Feastive
    • Foodstirs
    • Gobble
    • Good Eggs
    • Handpick
    • Kitchen Table
    • One Potato
    • Thai Direct

第3章 膳食料理包對食品產業的影響

  • 要點
  • 食品產業的反應
  • 零售&線上食品雜貨店的膳食料理包
    • Kroger
    • Publix
    • Giant Eagle
    • Hy-Vee
    • Coborn's
    • Gelson's
    • Peapod's
  • 膳食料理包、食品雜貨製造商
  • 膳食料理包:便利商店的便利性的推動
  • 膳食料理包和餐飲業
  • 膳食料理包"READY-TO-EAT"宅配
  • 膳食料理包對其他消費者類別的影響

第4章 消費者

  • 要點
  • 飲食餐點宅配
  • 在家用餐
  • 膳食料理包的認知度與利用
  • 新鮮膳食料理包宅配服務的使用者簡介

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目錄
Product Code: LA15313324

Meal kit delivery services have taken off over the past few years, serving millions of meals to tens of thousands of customers. But now the category appears to have reached a moment of reckoning. Blue Apron, the best known of the category's competitors announced an initial public offering in early June that generated a lot of press but was received with only tepid interest from investors. Has the category hype been overblown? Is it destined to implode? Or is there a path to success that may not run through Wall Street?

Packaged Facts' new report, Meal Kit Delivery Services in the U.S., 2nd Edition, takes a look at these questions and offers an up-to-date analysis of where meal kit delivery systems fit within the food industry and where the opportunities may lie for future growth. For those not familiar with the concept, the services offer people 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 beautiful 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-like meals at home.

Meal Kit Delivery Services and the Food Industry

The U.S. grocery industry greatly overshadows the meal kit delivery service market segment in terms of revenue. Nevertheless, meal kit delivery is a disruptive force in the food industry. The meal kit delivery services segment is one of the industry's strongest examples of the movement toward providing greater convenience in eating fresh foods to the consumer. Meal kit delivery services also fall within the context of electric odering of groceries for pick up or delivery from brick and mortar grocery retail.

Meal kit delivery addresses the ever-growing demand for convenience. Retail grocers and foodservice operators alike bear more of the burden of getting food to the consumer and to the table. Working and pareting consumers pressed for time are those typically associated with the trend toward convenience in the food industry. Younger consumers who have not necessarily been schooled in how to prepare meals have also been a demographic accepting of meal delivery services.

Blue Apron, perhaps the best known meal kit delivery services company, announced its initial public offering at the beginning of June with the goal of raising up to $586.5 million to cover operating expenses and capital expenditures related to the company's expansion plans, including a broader marketing outreach. By the end of June it was clear that Blue Apron would not meet its objective.

Other participants in the meal kit delivery services industry may pause their own IPO considerations due to the underwhelming response to the Blue Apron IPO. Food industry companies not in the meal kit delivery category, or only in a test stage with meal kit delivery services, may also now consider how best to participate in the meal delivery industry.

Retail grocers, foodservice operators, convenience stores, and other types of food marketers are taking steps to offer their own meal delivery services and products that provide convenience.

Some food manufacturers are entering the meal kit delivery industry on their own, not content to merely offer meal kit ingredients or be investors in meal delivery services. Tyson Foods is the most prominent to date, having launched its Tyson TasteMakers line of "chef-inpspired", ready-to-cook meal kits in 2016.

Scope & Methodology

Packaged Facts' newest edition of Meal Kit Delivery Services in the U.S. covers online meal kit delivery services, as well as the companies that offer and deliver to consumers' doors fresh ingredients for one or more meals. Meal delivery services promise convenience by eliminating the need to plan meals, find recipes, and shop for groceries.

The report looks at the latest developments in the category beyond the Blue Apron IPO, including recent investments in some of the other category leaders by top international food companies. It also examines the potential impact on the meal kit delivery services category by the pending Amazon acquisition of Whole Foods Market and also by the rapid expansion of the grocery delivery service Instacart. In addition, the report identifies some of the most promising up-and-coming meal kit companies and what they are doing to distinguish themselves in among the many new contenders.

Packaged Facts examines meal kit delivery services in the context of both the retail grocery industry and the foodservice industry. Although accounting for less than one percent of overall grocery sales in the U.S., meal kit delivery service have garnered lots of attention, perhaps because they are the most colorful example of the movement toward providing greater convenience to the consumer. This movement includes electronic ordering of groceries for pick up or delivery from brick and mortar groceries, supermarkets, and convenience stores as well as online sales of grocery items from e-retailers.

Meal Kits Delivery Services in the U.S., 2nd Edition examines:

  • The competitive environment among leading meal kit delivery services
  • Several new, up-and-coming entries in the meal delivery services industry
  • Past meal kit delivery services that were unsuccessful

Packaged Facts examines the competitive environment in which meal kit delivery services must strive for consumer attention. This includes a review of the various other methods by which by which consumers can obtain at home meals from both the retail grocery and foodservice channels, as meal kit delivery services are one element within an increasingly complex "omnichannel" food delivery universe. Emphasis is put meal kit delivery's impact on other food delivery channels.

The heart of the matter is how food gets to consumers. What has emerged in the last few years is the growing demand for more convenience which translates to both the retail grocer and the foodservice operator bearing more of the burden of getting food to the consumer. Most often this trend is attributed to consumers being pressed for time because of work and/or parenting demands. It has also been suggested that younger consumers have not been schooled by their parents in how to prepare meals, which has been an important element in the acceptance of meal kits delivery services.

Meal Kit Delivery Services in the U.S., 2nd Edition uses consumer data gathered through Packaged Facts' Online Consumer Survey of some 2,000 adult consumers conducted in May and June 2017. Information on company animal welfare activities was gathered from an in-depth search of corporate websites and food industry trade publications, with data on the activities of government and non-governmental organizations obtained from a thorough review of their publicly available sources.

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

  • OVERVIEW
    • Scope of Report
    • Report Methodology
    • Meal Kit Delivery Services Category Likely to Grow
    • Meal Kit Delivery Services and the Food Industry
    • Food Industry Reactions to Meal Kit Delivery Services
    • Consumers: Convenience and Cooking
  • MARKET PARTICIPATION OPPORTUNITIES
    • Opportunity 1: An Opening for Fresh Food Suppliers
    • Opportunity 2: Working the Learning to Cook Curve
    • Opportunity 3: To Niche or Not to Niche
    • Opportunity 4: Working the Clock and the Calendar
    • Opportunity 5: Celebrity Tie-Ins
    • Opportunity 6: Tie-Ins with Associations
    • Opportunity 7: Tie-Ins with Hospitality Industry
    • Opportunity 8: Establishing External Rewards Programs
    • Opportunity 9: Getting Ahead of the Curve (or Back to the Future) on Eco-Friendly Packaging
    • Opportunity 10: Meal Kit Providers and Packaged Food Companies as Frenemies

CHAPTER 2: MARKET OVERVIEW

  • KEY POINTS
  • DISRUPTING THE FOOD INDUSTRY
    • A Niche but Critical Challenge to the Grocery Industry
    • The Online Grocery Revolution
    • Challenging Foodservice as Well as Groceries
    • THE HEART OF THE MATTER: HOW FOOD GETS TO THE CONSUMER
    • MEAL KITS ONE OPTION AMONG MANY
    • Everything Old Is New Again
    • TWO WAY CHALLENGE TO MEAL KITS
    • Meal Kit Delivery Services at the High End
  • WHY MEAL KITS?
    • Meal Kit Delivery Services and the Triple Haters
    • Table 2-1 Consumer Food Delivery Likes and Dislikes
  • How Meal Kit Delivery Services Work
  • Subscription Plans Most Common
    • Illustration 2-1 Blue Apron Plans
  • No Subscription Option
    • Illustration 2-2 Chef'd's No Subscription Approach
  • Competing on Price
    • The Attractions of Meal Kit Delivery Services
    • The Downside of Meal Kit Delivery Services
  • THE MARKET
    • A $5 Billion Market?
    • Market Projection
    • Table 2-2 Blue Apron Revenue Growth
    • The Amazon Factor
    • Can Success Lead to Obsolescence?
    • Future Directions for Meal Kit Delivery Services
  • WHAT DIDN'T WORK
    • Illustration 2-3 Kitchensurfing Shuts Down
    • Illustration 2-4 Pantry Before It Closed
  • BLUE APRON, AMAZON, AND INSTACART
  • BLUE APRON'S IPO
    • Significance for Category as a Whole
    • Should Blue Apron Be Acquired?
    • Blue Apron Acquires BN Ranch
    • Impact of Blue Apron IPO on Amazon/Whole Foods
    • Impact of Blue Apron IPO on Instacart
  • AMAZON AND WHOLE FOODS
    • Illustration 2-5 Martha & Marley Spoon on AmazonFresh
  • Whole Foods Tests Purple Carrot, Salted, and Its Own Branded Meal Kits
    • Illustration 2-6 Whole Foods Meal Kit Test
    • Illustration 2-7 Salted Meal Kits at Whole Foods
    • Impact on Grocery Industry
    • Impact of Amazon/Whole Foods Deal on Blue Apron
    • Impact of Amazon-Whole Foods Deal on Instacart
  • INSTACART'S EXPANDING PRESENCE
    • Table 2-3 Instacart's Partner's and Distribution Range
    • Illustration 2-8 Instacart: How It Works
    • Impact of Instacart Expansion on Amazon/Whole Foods
    • Impact of Instacart Expansion on Blue Apron
  • INVESTMENT SUPPORT FOR MEAL KIT COMPETITORS
  • SOCIAL MEDIA A KEY MARKETING PLATFORM
    • Illustration 2-9 Home Chef Facebook Promotional Video
  • CURRENT DEVELOPMENTS AMONG MEAL KIT DELIVERY SERVICES
  • Blue Apron
    • Illustration 2-10 Blue Apron on Facebook
  • Chef'd
    • Illustration 2-11 Chef'd Partners with The New York Times Cooking
  • Green Chef
    • Illustration 2-12 Green Chef Menu Options
  • HelloFresh
    • Illustration 2-13 HelloFresh Launches Wine Delivery Service
  • Home Chef
    • Illustration 2-14 Home Chef Ad Emphasizes Savings
    • Illustration 2-15 Home Chef Celebrates Holidays
  • Martha & Marley Spoon
    • Illustration 2-16 From Marley Spoon to Martha &Marley Spoon
    • Illustration 2-17 Marley Spoon Website in The Netherlands
  • PeachDish
    • Illustration 2-18 PeachDish Ties with Homewood Suites
  • Plated
    • Illustration 2-19 Plated Has Served Millions of Dinners
  • Purple Carrot
    • Illustration 2-20 Purple Carrot Teams with Football Star Tom Brady
    • Illustration 2-21 Purple Carrot Entices Flexitarians and Carnivores
  • Sun Basket
    • Illustration 2-22 Sun Basket Facebook Post Has Multiple Messages
  • Terra's Kitchen LLC
    • Illustration 2-23 Terra's Kitchen Delivery Vessel
  • UP AND COMING MEAL KIT DELIVERY SERVICES
  • BurgaBox
    • Illustration 2-24 BurgaBox for Your "Cheat Day"
  • Farmhouse Delivery Supper Club
    • Illustration 2-25 Farmhouse Delivery Supper Club Logo
  • Feastive
    • Illustration 2-26 Feastive Facebook Images
  • Foodstirs
    • Illustration 2-27 Foodstir Fan Endorsement
  • Gobble
    • Illustration 2-28 Gobble's One Pan, 10 Minute Proposition
  • Good Eggs
    • Illustration 2-29 Good Eggs Delivers Groceries and Meal Kits
  • Handpick
    • Illustration 2-30 Handpick's Three Meals from One Kit
  • Kitchen Table
    • Illustration 2-31 Kitchen Table Plant-Based and Flash Frozen Ingredients
  • One Potato
    • Illustration 2-32 One Potato's Argument
  • Thai Direct
    • Illustration 2-33 Thai Direct Chicken Green Curry

CHAPTER 3: MEAL KITS IMPACT ON FOOD INDUSTRY

  • KEY POINTS
  • THE FOOD INDUSTRY RESPONDS
  • MEAL KITS FROM RETAIL AND ONLINE GROCERIES
  • Kroger Enters Meal Kit Competition
    • Illustration 3-1 Kroger Prep +Pared In-Store Display
  • Publix Offering Meal Kits
    • Illustration 3-2 Publix Aprons Meal Kits Display
  • Giant Eagle Includes Meal Kits Among Many Options
    • Illustration 3-3 Market District Fresh in :30 Minutes Pork Piccata Meal Kit Ingredients and Cooking Instructions
    • Table 3-1 Giant Eagle/Market District Meal Solutions
  • Hy-Vee Offers Chef in a Box
    • Illustration 3-4 Hy-Vee Introduces Fresh Meal Kits
  • Coborn's Expands Meal Kit Program
    • Illustration 3-5 CobornDeliver's To the Table Meal Kits
  • Gelson's Offers Salted Interactive Meal Kits
    • Illustration 3-6 Salted's Meal Kits Chefs
  • Peapod's Expanding Meal Kit Offerings
  • MEAL KITS AND GROCERY MANUFACTURERS
    • Illustration 3-7 Tyson Food's TasteMakers Spicy Korean-Style Steak Tacos Meal Kit
    • Illustration 3-8 Omaha Steak's Asian BBQ Crock-Pot Meal
  • Did Meal Kit Convenience Spur Click and Collect?
    • Illustration 3-9 Meijer Supermarkets' Curbside Pick-up
  • MEAL KITS PUSH CONVENIENCE IN CONVENIENCE STORES
    • Illustration 3-10 Kroger's New Fresh Eats MKT
  • MEAL KITS AND FOODSERVICE
    • Illustration 3-11 Denny's Introduced Denny's On Demand
    • Illustration 3-12 McDonald's McDelivery App
  • MEAL KITS AND "READY-TO-EAT" HOME DELIVERY
    • Illustration 3-12 Schwan's Emulates Meal Kit Facebook Ads
    • Illustration 3-13 Top Chef Meals "How It Works"
  • MEAL KITS IMPACT OTHER CONSUMER CATEGORIES
    • Illustration 3-14 Bombfell: Clothing Version of Meal Kit Delivery Service

CHAPTER 4: THE CONSUMER

  • KEY POINTS
  • FOOD AND MEAL DELIVERY
    • Half of Adults Have Ready-to-Eat Food Delivered, Mostly from Chain Restaurants
    • Figure 4-1 Home Delivery of Pizza Within Last 30 Days, 2017
    • (percent of U.S. adults)
    • Figure 4-2 Home Delivery of Ready-to-Eat Food/Meals Other than Pizza Within Last 30 Days, by Type of Restaurant, Store, or Service, 2017 (percent of U.S. adults)
    • Figure 4-3 Home Delivery of Groceries, Fresh Meal Kits, or Specialty Meals Within Last 30 Days, 2017 (percent of U.S. adults)
    • Amazon Plays a Significant Role in Food and Grocery Delivery
    • Figure 4-4 Online Ordering of Products/Services Other than Restaurant Delivery in Last Three Months, 2017 (percent of U.S. adults)
    • Figure 4-5 Ordering from Amazon in Last Three Months, 2017 (percent of U.S. adults who have ordered any products/services online other than restaurant delivery in last three months)
    • Figure 4-6 Usage Rates for Amazon Products and Services, 2017 (percent of U.S. adults who have ordered from Amazon in last three months)
    • Figure 4-7 Usage Rates for Amazon Prime Services, 2017 (percent of U.S. adults who use Amazon Prime) . 99
    • Figure 4-8 Tools Used with AmazonFresh, 2017 (percent of U.S adults who use AmazonFresh)
    • Figure 4-9 Usage Rates for Amazon Subscribe and Save, by Product Category, 2017 (percent of U.S. adults who use Subscribe and Save)
    • Table 4-1 Usage Rates for Amazon Grocery Delivery Services, 2017 (percent of U.S. adults
  • MEALS AT HOME
  • Everyone Cooks; Meal Kit Subscribers Cook More
    • Figure 4-10 Cooking at Home, 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Figure 4-11 Preparing/Cooking Full Meals at Home, by Frequency, 2017 (percent of U.S. adults who cook: all shoppers vs. current meal kit service subscribers)
    • Meals Are Most Often Prepared from Scratch
    • Table 4-2 How Meals at Home Are Prepared or Procured, by Frequency, 2017 (percent of U.S. adults)
  • AWARENESS AND USE OF MEAL KITS
  • One-Third of Adults Have Purchased Fresh Meal Kits
    • Figure 4-12 Purchasing of Fresh Food Meal Kits for Cooking at Home Within Last 30 Days, by Type of Provider, 2017 (percent of U.S. adults)
  • High Awareness of Meal Kit Delivery Services Is Due to Advertising
    • Figure 4-13 Awareness of Delivery Services for Fresh Food Meal Kits to Cook at Home, 2017 (percent of U.S. adults)
    • Figure 4-14 Sources of Information About Delivery Services for Fresh Meal Kits, 2017 (percent of U.S. adults who have heard of fresh meal kit delivery services)
    • Figure 4-15 Have Had a Meal Made from Delivered Fresh Meal Kits, 2017 (percent of U.S. adults who have heard of fresh meal kit delivery services)
    • Figure 4-16 Have Signed Up for a Trial of/Subscription to a Fresh Meal Kit Delivery Service, 2017 (percent of U.S. adults who have heard of fresh meal kit delivery services)
    • Time, Effort, and Expense the Top Reasons for Quitting Meal Kit Delivery Service
    • Figure 4-17 Reasons for Stopping Usage of a Fresh Meal Kit Delivery Service, 2017
    • (percent of U.S. adults who tried, then decided not to use, a fresh meal kit delivery service)
    • Figure 4-18 Currently Subscribing to a Meal Kit Delivery Service, 2017 (percent of U.S. adults who have ever signed up for a trial or subscribed to a meal kit delivery service)
    • Figure 4-19 Using the Fresh Meal Kit Delivery Service Originally Subscribed To, 2017 (percent of current meal kit service subscribers)
    • Figure 4-20 Delivery Range of Current Meal Kit Delivery Service, 2017 (percent of current meal kit service subscribers)
    • Figure 4-21 Fresh Meal Kit Delivery Service Usage, by Company, 2017 (percent of current meal kit service subscribers)
    • Time Saving, Quality and Variety of Options, and Enjoyment Are Most Important Features of Meal Kit Delivery Services
    • Figure 4-22 Most Important Features of a Meal Kit Delivery Service, 2017 (percent of current meal kit service subscribers)
  • Nine out of 10 Subscribers Would Recommend Meal Kit Delivery Services
    • Table 4-3 Level of Agreement with Statement: "I Would Recommend Meal Kit Delivery Service to my Friends," 2017 (percent of current meal kit service subscribers)
  • THE FRESH MEAL KIT DELIVERY SERVICE SUBSCRIBER
  • Demographic Profile of the Meal Kit Services Subscriber Trends Markedly Upscale
    • Table 4-4 Demographic Characteristics of Fresh Meal Kit Delivery Service Subscribers, 2017 (index)
  • Meal Kit Subscribers Are Heavy Users of Online Shopping Services
    • Table 4-5 Online Ordering and Purchasing Activity: All Adults vs. Current Meal Kit Delivery Service Subscribers, 2017 (percent and index)
    • Table 4-6 Demographic Characteristics of AmazonFresh Users, 2017 (index)
  • Meal Kit Subscribers Are More Diet Conscious
    • Table 4-7 Level of Agreement with Statement: "I Follow a Special Diet for Health and Wellness," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Figure 4-23 Agreement with Statements About Healthy Food Choices, 2017 (percent of U.S. adults vs. current meal kit service subscribers)
  • Meal Kit Subscribers Favor Natural Food and Specialty Stores for Grocery Shopping
    • Figure 4-27 Retail Channels Shopped for Groceries and Fresh Foods in the Last 12 Months, 2017 (percent of U.S. adults vs. current meal kit service subscribers)
  • Quality, Organics, and To-Go Options Are Desirable in a Grocery Store
    • Figure 4-28 Important Features When Choosing Where to Buy Groceries, 2017 (percent of U.S. adults vs. current meal kit service subscribers)
  • In Product Selection, Meal Kit Subscribers Favor Local, Natural, Animal-Friendly
    • Table 4-8 Level of Agreement with Statement: "I Buy Fresh, Natural Ingredients for Cooking," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Table 4-9 Level of Agreement with Statement: "I Prefer Using Local Cooking Ingredients," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Table 4-10 Level of Agreement with Statement: "I Look for Specific Nutritional Ingredients in the Foods I Eat," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Table 4-11 Level of Agreement with Statement: "I Prefer to Buy Packaged Food or Beverage Groceries from Regional/Local Companies Rather than from Large Food Companies," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Table 4-12 Level of Agreement with Statement: "I Prefer to Buy Packaged Food or Beverage Groceries from Specialty/Natural Companies Rather than from Large Food Companies," 2017 (percent of U.S. adults vs. current meal kit service subscribers)
    • Figure 4-29 Animal Welfare-Related Food Shopping Choices, 2017 (percent of U.S. adults vs. current meal kit service subscribers)
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