Food Prep Consumer Segments
According to our research, some consumer segments or demographic groups that are interested in food prep or meal prep trends/gadgets/services include those between the ages of 25-34 and 35-44. One-third of the subscribers of Blue Apron, a provider of meal prep kits, are Black or Hispanic. Households generating about $100,000 in annual income or more are also interested in food prep or meal prep trends/gadgets/services, as are individuals possessing a Master's Degree or Doctorate.
PACKAGED RESEARCH REPORT DATA ON MEAL PREP KITS
- About one in four adults purchased a meal kit in the year 2016.
- Nearly three-fourths (70%) of individuals that bought meal kits have proceeded to do so again.
- For Blue Apron, around 30% of its meal prep kit subscribers are either Black or Hispanic.
- Currently, 17% of adults in the United States obtain meal prep kit services.
- More than two-thirds (33%) of U.S. consumers that are familiar with meal prep kits have taken advantage of free product trials.
- Approximately 90% of subscribers have suggested meal kit delivery services to their friends.
DEMOGRAPHIC CHARACTERISTICS OF FRESH MEAL KIT DELIVERY SUBSCRIBERS IN 2017
- Male: 152 index
- Age (25-34): 261 index
- Age (35-44): 219 index
- Region of the United States (West): 143 index
- Region of the United States (Northeast): 123 index
- Married/Partnered: 135 index
- Children residing in household: 237 index
- Children aged 6-11 in residing household: 114 index
- Full-time employment: 174 index
- Hispanic: 113 index
- White (Non-Hispanic): 115 index
- Urban residents: 191 index
- Master's Degree/Doctorate: 240 index
- Household Income between $75,000-$99,999: 131 index
- Household Income $100,000 or higher: 197 index
E-MARKETER DATA ON MEAL PREP KITS
- Only 6% of all smartphone users have subscriptions to mobile meal prep kit applications.
- Around 8% of female smartphone users have a subscription to meal prep kit apps, compared to merely 4% of males.
- Regarding smartphone users, up to 7% of individuals aged 18-34 have subscriptions to meal prep kit apps, 8% of 35-54-year-olds, and 2% of those aged 55 and up.
- Various meal prep kit services target different groups of people to provide somewhat varied kinds of service depending on their demands.
CONSUMER BASE OF VARIOUS MEAL PREP KIT PROVIDERS
- People with dietary restrictions.
- People with only 30 minutes or less to prepare meals.
- Individuals that are Mediterranean, diabetes patients, pescatarian, vegan, or vegetarian.
- Individuals that require a gluten-free or paleo diet.
- Health conscious people, those suffering from heart issues, and cancer patients.
- Although over 80% of their consumer base is not vegetarian or vegan, many of them identify with those two groups.
- High protein and gluten-free meals for active individuals, including gym goers, athletes, gymnasts, or people that want to remain physically active while at work.
- Besides Millennials, their consumer base also consists of young families with above-average household income and that are seeking more plant-based options.
- People searching for affordable dietary plans.
- New chefs preparing meals with recipes containing minimal steps.
CONCLUSIONS ON CONSUMER SEGMENTS
- Percentage of the vegan population in the U.S. by age group: 3% of 18-29-year-olds, 4% of 30-49-year-olds, 1% of 50-64-year-olds, 3% of people 65 and up.
- Vegetarian population in the U.S. by age group: 7% of 18-29-year-olds, 8% of 30-49-year-olds, 3% of 50-64-year-olds, 2% of people 65 and up.
- Meal Prep Kits are also concentrated on individuals that have just begun learning to cook.
- Families that have less time to cook meals are targeted as well.
Our first strategy was to search for consumer behavior reports centered on meal prep kits in the food industry. We wanted to locate specifics concerning the types of people that are interested in purchasing meal prep kits. We explored trusted research databases such as Accenture, Market Research, and eMarketer, among others, but we only found data on the revenue companies that offer meal prep kits generate and the market size of the industry. Eventually, we discovered an article on Packaged Research, as an Accenture report had mentioned them, and used their data. Also, we found some helpful information, which we included in our brief. Some of the data was provided by eMarketer.
Our second strategy was to examine news databases such as Progressive Grocer, Food Navigator, and Forbes for the trends around meal prep kits. We wanted to locate more valuable and specific data regarding consumer demographics. Instead, we found that Millennials, high-income groups, and food conscious and lifestyle consumers were interested in the meal prep kits. Since some of the information was already provided in the previous research, we tried another strategy, while including data we considered relevant.
Finally, our third strategy was to explore for the companies that supply meal prep kits and search for information on their consumer base. Since we found limited information on this topic, we decided to present their target audience to provide an idea of how companies operating in the meal prep kit space are planning to grow.