Bringing products and experiences directly to consumers has been the winning strategy for many brands and companies, and the food industry has been no different. What started as a convenience strategy for the typical busy, professional type has now exploded to epic proportions. Subscription meal kits have seen a period of accelerated growth during the pandemic with no signs of slowing down.

When I first heard about the concept in late 2018, I’ll admit that I thought it might be too good to be true. But the Gousto representative who came to my door was a genuinely enthusiastic brand manager with the impeccable ability to educate me about the benefits of the service in under five minutes. With that, I signed up for a trial period of the meal service, made my first week’s selections, and waited to be impressed. Spoiler alert, I was. 

Admittedly, the service has a few drawbacks, such as excessive packaging and a lack of options for larger groups. But research proves that so far, the pros outweigh the cons. After Gousto, I switched to Hello Fresh and continued to be thrilled by the results. The following months proved to be equally satisfying and created an eating practice that I see continuing. 

Since then, there has been an almost worldwide explosion with the popularity of this new concept in food takeaway. Below you will find my reasons why I now advocate for the service and how I think it may change to course of food trends for many consumers going forward. Especially for those among us who want to be creative but quickly.

THE BENEFITS OF SUBSCRIPTION MEAL KITS:

Saves time

This one is a no-brainer and is the first significant benefit that springs to everyone’s mind. Meal kits can save a considerable amount of time, especially during the workweek. Meal planning and grocery shopping are full-time jobs. Not having to pick creative, non-repetitive meals and shop for numerous ingredients gives us back precious hours after tiring workdays – something that almost everyone can get on board with. 

Saves ingredients

Meal kit brands send you the precise amount of ingredients needed for every dish. The home-delivered, customized ingredients cover everything from initial spices to final garnishes. If you’re not one for food shopping and storing in bulk, or if you don’t have that many mouths to feed, this is an enticing perk not to be dismissed. 

Over more sustainable than grocery shopping

While there is still lots to improve in terms of sustainable packaging, seeing that not all meal subscription brands are on board, there is also the matter of food waste to consider. Food waste is estimated to be as much as 40% of the whole food supply according to research from USDA’s Economic Research Service. Research published in the journal Resources, Conservation and Recycling argue that average meals sourced from a store are responsible for 33% more greenhouse gas emission than the equivalent meal from a meal kit service.

Customized, precise meal kits for you and your family solve a large part of the food waste problem as they balance out the excessive packaging in some instances. This would be a decision best made after doing your research and assessing what you consider ethical for yourself and your family.

User-friendly shopping experience

In today’s tech-obsessed age, a mediocre user experience can negate even the most effective product or service. Most meal kit brands out there have well-developed apps for easy use. The user experience is usually seamless from start to finish with various options that the consumer can manage – Portion sizes, type of cuisine, prices etc. 

Bringing the restaurant experience home

Meal kits combine the creative thrill of cooking your food with the presentation and taste of restaurants. Most recipe creation times rarely surpass one hour, which is usually saved for very intricate dishes. You also get to know all of the ingredients in your meal and control how healthy your food choices are. You can have a different meal every night of the week with zero repetition. (Unless it’s leftovers). 

Adds excitement to the average meal prep routine

For many people, dealing with the pandemic for the last two years has made us tired – Tired of redundant Zoom calls and our mundane routines. One of these routines is food preparation. To add to that, the various pandemic lockdowns and restrictions have fundamentally changed our approach to grocery shopping as far as physical stores go. We’ve now been programmed to think it’s either get in and get out of the store with as little human contact as possible or have it sent directly to your front door. 

Meal kit services solve precisely that problem by adding excitement to your meal prep experience. At the start of each week, you place an order through their app or website. The food photography is Food Network-worthy, and you have multiple cuisine options to choose from. The food arrives well packaged, and safe, and off you go to prepare the meal. 

I could be the most boring person alive who finds all of this very exciting, but meal kits’ popularity proves otherwise. 

Growing options in the market

When the meal kit trend first came out, one of the drawbacks was the lack of options. However, due to the ever-growing popularity, brands are steadily expanding to include vegetarian and vegan options, holiday meals and international cuisines on their menus. 

 According to a report from Grand View Research, the meal kit industry is expected to hit $20B by 2022. That’s only five short years from now. Millennials are getting hooked on the trend due to their interest in cooking at home and awareness of food trends. 

In short, the meal kit trend is a hit and most likely here to stay. Sustainable packaging is a concern, but going green is an absolute priority of many brands, including meal kits. The trend is helping to solve the food waste issue and improving the quality of our lives through saving time and creating interest in meal preparation.