MEALTIME SUPPLEMENT
orders despite representing 32 per cent of the population. Furthermore, nearly half of consumers in Western Canada indicated a desire to trial a meal kit service, suggesting that the region is underdeveloped and could see higher than average growth in the coming years. The meal kit market was initially driven by online orders and subscriptions, but providers are increasingly offering on-demand availability both in-store and online. Consumers are trying out the different ways to purchase meal kits, with over a quarter of recent users purchasing kits in store, in restaurants and online. When it comes to access, the subscription model is likely to remain r eleva nt , but it ’s i mp or t a nt to remember consumers are looking for meal solutions online and in stores. A good start to reaching those interested in trying meal kits is knowing who typically uses them. Users a re more l i kely to b e
“Meal kits are now among the fastest-growing food segments in the Canadian marketplace.”
Millennials, have households with kids, and have higher incomes. Online and in-store meal kits appeal to similar demographic groups although in-store kits skew to households with children under 13 years old and with higher income levels. That younger set can help drive menu design, as well, given the more adventurous palates of Millennial consumers and their kids. It’s clear that while the meal kit segment represents a signif icant growth opportunity in Canada, it still has a way to go before becoming fully developed. Meal kit marketers
looking to capitalize on providing m e a l s o l u t i o n s s h o u l d f o l l ow consumers to all their points of purchase to help drive interest and conversion. The data suggests that there is an untapped market for meal kits, however, it’s up to meal kit providers and retailers to find out what it will take to get a potential meal kit user to trial the product.
Vince Sgabellone is a client development manager at the NPD Group, a Toronto -based market research firm.
“It’s important to remember consumers are looking for meal solutions online and in stores.”
www.restobiz.ca | Fall 2019 49