Nielsen: Meal kits viewed as alternative to take-out options
Millennials and Generation X consumers are 321% more likely to purchase them than older generations.
For on-the-go consumers with limited time between the end of the workday and dinner time, meal kits offer an alternative to take-out options and researching possible meal recipes. Delivered directly to households or picked up from grocery stores in pre-packed portions, meal kits include portioned ingredients and easy-to-follow instructions, allowing consumers to skip extensive meal prep and dive right in.
In fact, one in four adults in the United States purchased a meal kit for delivery or in-store, in the last year, and 70% continue to buy them after making their first purchase, according to research released by Nielsen, New York.