Report: Meal Kits - US - October 2007

Abstract

The meal kit market has been in decline since its peak in 2003, due primarily to an influx in competition and missed marketplace and consumer opportunities. The obstacles, however, are not insurmountable and there is opportunity to stop or even reverse this trend. This report gives industry marketers, manufacturers, retailers, and investment professionals what they need to know to navigate important issues relevant to maximizing growth potential in the meal kits market. Some specific issues include:

Consumers' desire for convenience, which doesn' t always translate to take-out
Opportunities for category crossover, technological innovation, and trends not yet fully explored
Attitudes and behavior of meal kit consumers
Evaluation of product trends through a comprehensive look at new product launches and the subsequent impact on sales
Manufacturers' use of promotions and convenience positioning to stimulate consumer attention to the category
Influence and activity of private labels and newcomers in relation to market performance

In this report, meal kits are defined as shelf-stable food items intended to be used for main dishes, typically consisting of meat, starch and sauce. Meal kits require users to combine and sometimes add outside ingredients. Also included are pizza components sold separately, including shelf-stable crust mixes, sauce, and refrigerated dough/crusts. Excluded from this report are shelf-stable meals, such as canned pasta, including Chef Boyardee, shelf-stable pasta like Kraft' s It' s Pasta Anytime; canned chili and stew; and frozen meal kits, such as Green Giant Complete Skillet Meals and Birds Eye Easy Recipe Creations.