How do consumers value fresh food meal kits?

Fresh food meal kit delivery services (also known as ’meal kit companies’ or ‘food boxes’) have become a multi-hundred-million euro business in Europe. Berlin based HelloFresh, founded in 2011, grew out to be market leader in mainland Europe and has expanded services to the US and Australia already selling fifty million meals on a yearly basis. The company was valued at 2,6 billion euro in 2015 and is planning an IPO in the near future. 

Fresh food meal kit market report 

The concept and it’s explosive growth have been much debated over the last year. Little is known about how consumers value these meal kits. In order to better understand the consumer part of the story we studied the meal kit market in the Netherlands, one of the most mature markets for meal kits. We focussed on how consumers experience and value meal kits.

How do consumers value meal kits? 

For our  report, behavioral research company Veylinx performed a consumer valuation research, among 1,084 Dutch consumers. They tested what people are really willing to pay for meal kits. By comparing the results for different meal kits, we were able to understand consumers’ perceived value and how it relates to their characteristics, purchase history and brand awareness. 

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European Food Startups - Meal Kits Delivered to Your Door

Good food means tradition, but this does not mean that venture capitalists and innovative startups founders mind a bit of technology in their sandwich. With a European population more and more concerned with eating healthy, while cooking at home, new food startups pop everywhere like mushrooms after rain. Some offer quick delivery of meals, others offer meal kits (all the ingredients you need along with recipes), for a small fee. New names emerge, including the German startups Marley SpoonHello Fresh, and KptnCook. Berlin based businesses are not the only taking place at the table; Rocket Internet has also launched EatFirst, its fast food delivery app, in the City of London. On the other hand, FoodPanda, Rocket Internet’s fast delivery service, is grabbing all the attention and plenty of funds, while expanding on its traditional markets and beyond. Delivery Hero, one of the top international mobile food ordering providers, gets new funding, as well, and acquires pizza.de, the German market leader for pizza delivery.

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