Meal Kit Subscriptions By Location
We could not find any information from which to identify the top five to seven locations in the U.S. with the most subscribers to or deliveries of perishable meal kit delivery services, including ones that offer meat/poultry. A detailed explanation of our research process is provided in the Research Strategy section below. Since information about top locations could not be found, we provided the next-most-applicable statistics we found during our research pertaining to meats included in meal kits, location, consumer demographics, and top brands.
- Of meal kits sold in-store in 2018, 87% included meat.
- Of the meal kits sold in-store that included meat, 52% included beef, 17% included pork, and 16% included chicken.
- Nielsen data from 2017 found that 91% of consumers who had purchased meal kits were "satisfied with the quality of the meat packaging" in their meal kits.
- Among people "who have tried a meal kit," 25% live in urban areas.
- In 2018, 60% of people purchased meal kits exclusively online, 32% purchased exclusively in-store, and 8% purchased both in-store and online. A screenshot of that graph from Statista is also included in this Google Doc.
- In Manhattan, Blue Apron held a 62% share of the meal kit market in 2016.
- In Manhattan, Plated (which was acquired by Albertsons in 2017) held a 32% share of the meal kit market in 2016.
- Among meal kit customers, 32% come from households with high incomes.
- Millennials account for 29% of meal kit customers.
- In February 2018, HelloFresh was the most-popular brand for meal kits in the U.S., with a 28% share of the meal kit market.
- In February 2018, Blue Apron was the second-most-popular brand for meal kits in the U.S., with a 22% share of the meal kit market.
We conducted very thorough research in looking for information about the top locations in the U.S. that have the most subscribers to or deliveries of perishable meal kits. However, we were unable to find any such information. In looking for that information, we implemented three research approaches. First, we checked to see what data was available through the statistics source Statista, which often publishes geographical information about a range of consumer products/services in the U.S. and elsewhere. From our search of the Statista database, there was a lot of data about meal kits in the U.S. generally, but the only information we found pertaining to geographic location were the data points about market share in Manhattan for a few meal kit companies and the breakdown provided above about online versus in-store purchases of meal kits. That information was not sufficient to identify Manhattan as a top location in the U.S. for meal kit subscribers or deliveries because it only focused on the companies' market shares in New York City.
For our second research approach, we conducted broad, thorough searches for any articles that might have been published about top cities with the most meal kit subscribers or deliveries. Despite numerous searches for any such articles, we didn't find a single article that provided that information. Instead, most of the articles we found were about the popularity of meal kits throughout the U.S. as a whole and thus state- or city-specific data wasn't provided therein. As a third research approach, we reviewed annual/earnings reports from two meal kit companies (Blue Apron and HelloFresh) to see if they mentioned U.S. cities or states where sales were strong. However, the only geographical data included in those reports pertained to sales in the U.S. as a whole and that data was not further broken down by location.
Since none of those three research approaches yielded the information we were looking for about top locations in the U.S. with strong meal kit sales or customer bases, we provided the next-closest data we found during our research, in order to provide as much information as we possibly could pertaining to this topic even though it's tangentially related.