Meal kits are the latest on the food-prep scene, aiming to make meal time easier, healthier, and more convenient for consumers. The kits, which can be purchased in stores or ordered online for delivery, offer pre-portioned ingredients and recipe instructions for a meal to be cooked at home. A recent Harris Poll shows 1 in 4 adults have purchased a meal kit in 2016 (25%) and 70% of meal kit purchasers are still actively purchasing meal kits.
Meal kits are hitting a mark with consumers and delivering on key convenience and health trends in the marketplace today. Among meal kit purchasers, the top reasons for buying include saving time on meal planning (46%) and the short prep and cook time (45%). Saving time is such a critical factor that even 44% of those who are no longer actively purchasing meal kits say they would consider doing so again due to the time saved on meal planning.