Retailers continue to expand their selections of convenience-driven offerings, from pre-cut and value-added produce packs to grab-and-go salads and entrees to make-at-home meal kits.
In 2018, meal kits transitioned from a primarily independent, ecommerce-based phenomenon to an in-store business backed by supermarkets.
Albertsons bought Plated, and Kroger bought Home Chef; Costco partnered with one of the leading independents, Blue Apron; and Amazon, Walmart, and numerous other retailers have developed their own meal kit programs.
Brian Numainville runs the Retail Feedback Group in Lake Success, NY, and says, “Our research shows [independent] meal kit companies, while providing quality ingredients, were missing the mark on value for money spent.”
On the other hand, he says, “shoppers who bought meal kits in their supermarkets did so due to the good value, quality of ingredients, and to save time.”
“Given that supermarkets have embraced meal kits,” Numainville says, “this should continue to be an area that grows over time in the store among consumers who want to cook, but in a less
intense fashion than from scratch.”
Kristen Park, extension specialist at Cornell University, says meal kits may evolve into something like a restaurant meal, with a half a plate of protein, plenty of inexpensive starch, and a few artisanal sides to add interest.
“Produce might be left behind, due to higher costs and logistical and safety issues,” says Park. “Frankly, the food safety thing has to be carefully looked at. The more things are chopped and prepared, the more there can be issues.”
Anthony Totta of Fresh Xperts consultancy in Lees Summit, MO, agrees, noting that all packaged and processed foods, from bagged salads to meal kits, run counter to the concern for safety.
“Even though there have been a lot of food safety recalls, that category seems to thrive,” he says. “I’m a little amazed.”
