Table of Contents
Executive Summary
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- Overview
- The issues
- Canadians view meal kits as being expensive
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- Figure 1: Barriers to meal kit usage, May 2018
- Awareness serves as a barrier to usage
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- Figure 2: What’s appealing about meal kits?, May 2018
- Meal kits hold less appeal among older Canadians
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- Figure 3: Don’t use meal kits and not interested in trying, by age, May 2018
- The opportunities
- Parents more likely to view meal kits as viable solution
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- Figure 4: Meal kit usage, by parental status, May 2018
- Consumers look to meal kits for speedy solutions in the kitchen
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- Figure 5: Important factors when choosing meal kits, May 2018
- Involvement with meal kits can enhance skills and connections
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- Figure 6: Meal kits help in involvement with cooking, by parental status, May 2018
- What it means
The Market – What You Need to Know
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- Mobile technology enabling unprecedented opportunity to interact
- Immigration fuelling Canada’s population growth
- Canadians are more time-pressed
Market Factors
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- Mobile technology enabling unprecedented opportunity to interact
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- Figure 7: Mobile and smartphone penetration, by age group, May 2017
- Canadians are more time-pressed
- Canada’s population is aging
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- Figure 8: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Immigration fuelling Canada’s population growth
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- Figure 9: Top 10 countries of birth of recent immigrants, 2011-16
Key Players – What You Need to Know
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- Number of meal kit companies growing
- Repeat and frequent usage needed for long-term success
- Technology offers opportunity for added personalization
What’s Working?
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- Number of meal kit companies growing
Challenges
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- Repeat and frequent usage needed for long-term success
- Cost represents the highest barrier to usage
What’s Next?
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- Offering meal kits both on and off-line needed to reach potential
- Looking outside of dinner with snack kits
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- Figure 10: Correspondence map – Relationship between types of snacks eaten and dayparts, July 2016
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- Figure 11: What is SnackNation? – Healthy Snack Delivers for the Best Office Culture, October 2017
- Technology offers opportunity for added personalization
The Consumer – What You Need to Know
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- A fifth of Canadians report having used meal kits
- Meal kits help alleviate the burden of meal planning
- Cost is the main barrier to meal kit usage
- Involvement can enhance skills and connections
- Parents are more engaged with meal kits
Meal Kit Usage and Interest
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- A fifth of Canadians report having used meal kits
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- Figure 12: Meal kit usage and intent, May 2018
- In-store solutions remain the go-to option
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- Figure 13: Where meal kits are purchased, May 2018
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- Figure 14: Introducing Handpick's Smart Groceries!, August 2015
- Half of consumers purchase meal kits more than one per month
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- Figure 15: How often meal kits are purchased, May 2018
Usage Drivers
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- Convenience is central to meal kit usage, particularly among older consumers
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- Figure 16: What’s appealing about meal kits?, May 2018
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- Figure 17: Percent who find easier meal preparation appealing in meal kits, by age group, May 2018
- Meal kits help alleviate the burden of meal planning
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- Figure 18: Percent who agree meal kits make planning easier, by parental status, May 2018
- Health-related position holds more appeal to younger consumers
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- Figure 19: Percent who agree food in meal kits is often healthy, by age, May 2018
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- Figure 20: Considerations that are more or less important versus previous years, March 2018
- Exploring new meal ideas through meal kits holds greater appeal for women
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- Figure 21: Percent who find “new meal ideas” appealing about meal kits, by gender, May 2018
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- Figure 22: Cooking Made Easy with Chefs Plate, December 2017
Barriers
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- Cost is the main barrier to meal kit usage
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- Figure 23: Barriers to meal kit usage, May 2018
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- Figure 24: Percent who agree “food meal kits help me buy only the foods I need”, by age, May 2018
- Building awareness is key to driving usage
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- Figure 25: Lack of awareness as a barrier to meal kit usage, May 2018
- Lack of awareness may subdue other concerns around meal kits
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- Figure 26: Secondary barriers to meal kit usage, May 2018
- Over-65s prove a more challenging consumer segment of meal kits
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- Figure 27: Non-interest in meal kits, by age, May 2018
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- Figure 28: Statements related to meal kits (% agree), over-65s vs overall, May 2018
Opportunities
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- Involvement can enhance skills and connections
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- Figure 29: Meal kits help in involvement with cooking, by parental status, May 2018
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- Figure 30: Teach - Uncle Ben’s, January 2017
- Meal kits value is in part related waste reduction
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- Figure 31: Meal kits include too much packaging and help by only foods needed (% agree), by parental status, May 2018
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- Figure 32: Flashfood introduction, May 2016
- Speed in the kitchen resonates with meal kit consumers
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- Figure 33: Important factors when choosing meal kits, May 2018
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- Figure 34: TURF analysis – Factors, May 2018
Consumer Groups
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- Parents are more engaged with meal kits
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- Figure 35: Meal kit usage by parental status, May 2018
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- Figure 36: Agreement with select statements, by parental status May 2018
- Younger, more affluent consumers represent the core opportunity for meal kits
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- Figure 37: Meal kit usage and intent, by age, May 2018
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- Figure 38: Meal kit purchase from store vs deliver, by age, May 2018
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- Figure 39: Meal kit purchase from store vs deliver, by age, May 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Correspondence analysis
- TURF Analysis
- Abbreviations and terms
- Abbreviations
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