Food Prep Demographics

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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

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.

ADDITIONAL FINDINGS

CONSUMER BASE OF VARIOUS MEAL PREP KIT PROVIDERS

SUNBASKET

PURPLE CARROT

EVERYPLATE

HELLO FRESH

  • New chefs preparing meals with recipes containing minimal steps.

GREEN CHEF

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.

RESEARCH STRATEGY:

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.
Sources
Sources

Quotes
  • "Gluten-Free: No gluten, just delicious. Lose the gluten without feeling deprived, with fresh vegetables, top quality meats and seafood, plus our chef’s favorite gluten-free alternatives."
  • "Lean & Clean: Around 550 calories per serving, loads of flavor. Manage your weight and feel great with delicious meals high in protein and fiber, with no gluten, dairy or added sugars. Vegan: Organic produce & plant-based protein. Creative meatless recipes with seasonal organic produce, plant-based proteins, and our house-made signature sauces.Vegetarian: Balanced dinners full of organic veggies. Vibrant, creative recipes starring fresh, organic producer, responsibly sourced dairy, and organic eggs."
  • "Pescatarian: Plant-forward with a healthy dose of seafood. Combine the benefits of a vegetarian diet, rich in seasonal organic produce, with an added dose of wild-caught, sustainably sourced seafood."
  • "Mediterranean: Seasonal produce, lean meats, & healthy grains. Enjoy seasonal produce, lean meat & wild-caught seafood paired alongside whole grains, good fats, and fresh herbs."
  • "Quick & Easy: Get dinner on the table with even less time & effort. We send you our lowest fuss recipes without compromising on taste or quality. Diabetes-Friendly: Healthy, delicious meals designed to help manage diabetes."
Quotes
  • "When he founded Sun Basket, Zbar, who’s the son of a cancer researcher, “focused on healthy lifestyles, like ‘I want to eat Paleo, I want to eat gluten-free.’ For us there was no such thing as a bad healthy lifestyle as long as the actual nutrients in the food were healthy. But then the next thing we started thinking about was how can we approach more than just lifestyles, but health states...we did partnerships with The American Heart Association, The American Diabetes Association and the American Cancer Society.”"
  • "That wasn’t enough for Zbar. He wondered if Sun Basket could impact more people’s lives. So, he asked the dietitians on his team who they respected most in their field. Pretty soon, he and Dr. David Katz of Yale University, The American College of Lifestyle Medicine and The True Health Initiative met and hit it off. The rest might be history."
Quotes
  • "The following infographic takes a closer look at the data to show who America's vegans and vegetarians really are. Both diets are more common among young people with 7 percent of those aged 18-29 saying they are vegetarian along with 3 percent who are vegan. Among those aged 30-49, the figures are 8 and 4 percent respectively."
Quotes
  • "A recent Harris Poll reported that one in four adults purchased meal kit delivery in 2016, with 70% of respondents saying they continue to purchase meal kits. Customers are embracing the convenience meal kits deliver; the same poll reported 46% of respondents saying time management was a deciding factor in purchasing meal kit delivery. "
  • "More than 9 in 10 adults cook from home, and cooking from scratch remains the most common meal preparation method, with 70% of shoppers doing it 3+ times per week."
  • "Nearly one-fifth (17%) of adults currently receive meal kit delivery services 33% of consumers familiar with meal kits have used free product trials 90% of subscribers recommend meal kit delivery to friends"
  • "Consumer retention has long been a challenge for Blue Apron, though its marketing expenditure has put it "ahead of the crowd". Blue Apron has, for example, targeted Hispanic consumers through Hispanic TV stations -- 30% of meal kit delivery subscribers are Hispanic or Black."
Quotes
  • "Convenience, particularly in the form of timesaving, is a strong driver of this trend. Meal-kit subscription app usage reaches a modest 6% of US mobile device users, according to Bizrate Insights. Usage skews more female (8%) than male (4%) and toward the those ages 18 to 34 (7%) and 35 to 54 (8%)."