An innovation is gaining ground in the food market that looks set before long to carve itself out an interesting niche on physical and virtual retailers’ shelves and in consumers’ larders: the meal kit. This new convenience product comprises a box of ingredients, already partially prepared and measured out in the right-size portions ready to use in easy-cook local and international recipes, specially created by professional chefs.
The USA is already experiencing meal-kit mania: according to Nielsen, a research organisation, in 2017 alone, the segment generated over $150 million in sales, up 26% on 2016. And the trend seems set to continue. For while 9% of Americans have bought at least one kit in the last 6 months, as many as 25% of US consumers say they are ready to try one in the next half year – and that adds up to 30 million families.
The kits have already reached Italy and the rest of Europe, and they are starting to win over a sizeable fanbase here, too. For those looking for a quick, simple and fun way to be a chef and try something new in the kitchen without compromising on quality, these boxes look just the ticket.
