Meal kits make Aussie lives easier

Source: www.insidefmcg.com

Meal kits have definitely made Aussie lives a lot easier as Hello Fresh, Marley Spoon and Aussie Farmers Direct has entered the food industry, according to Nielsen. Portioned ingredients and easy to follow instructions allow consumers to skip extensive meal preparation and dive right into creating their meals. Prepared meals like Lite’n’Easy are even faster while still portion controlled and nutritionally balanced. Although food boxes and prepared meals represent a small portion of the grocery e-commerce market (1.6% of value sales) and purchased by merely 3 per cent of respondents, these websites are not to be discounted, despite their current market share. On average, food boxes are purchased every two weeks and online spend per year is $1,084 wherein ready meals are bought three times a month and these shoppers spend $453 per year. They are breaking traditional online grocery barriers. Consumers don’t worry about inspecting the produce before they’re delivered and the service also reaches older demographics who are traditionally slower to online consumer trends. Perceiving the impact of omni-channel performance and shoppers is critical for future success. For retailers and manufacturers, understanding consumers, including where they shop and why, is a vital part of knowing which categories to focus assortment on and how to resonate online with consumers.