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1
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3 national
4 local
5 specialty
6 dog
7 AGENDA Online Market Online Consumer Building Programs Retail Responds
8 US Online Meal Kit Sales, Billions +210% $1.5B (est.) Source: Packaged Facts
9 $799B +4.3% $669B +3% $4.7B +210% US Sales, Billions Sources: NRA (2017 data); Packaged Facts; Progressive Grocer (2016 data)
10 US Online Meal Kit Sales, Billions Source: Packaged Facts $25B $11.6B $1.5B $4.7B (est.) 2022(est.) 2026(est.)
11 Source: Packaged Facts
12 Almost 75% of consumers are aware of online meal kits Sources: Hartman; Packaged Facts but less than 20% are active users.
13 For those that do buy meal kits online,80% are still purchasing after one month. The retention rate drops to 50% after six months Source: Cardlytics via CNBC.com and to less than 30% after one year.
14 Too expensive $79B Too time consuming Food quality not worth the price Disliked packaging waste Restaurant trips interfered with usage Source: Hartman
15 90% of users would recommend kit delivery to their friends 81% feel meal kits are healthier than prepared foods 46% would buy kits if they were less expensive 36% indicate a desire to buy kits at local grocery stores Source: Packaged Facts; Nielsen
16 Online Consumer
17 60% 40% meal kit subscribers Sources: Hartman; Packaged Facts
18 Source: Packaged Facts meal kit subscribers
19 Source: Packaged Facts
20 Source: Packaged Facts
21 Source: Packaged Facts
22 Source: Packaged Facts In the last 12 months, where have you shopped for groceries and fresh foods?
23 Why meal kits? Save planning & shopping time Short prep, cook times Great way to try new recipes Healthy Less food waste Fun Source: Packaged Facts; Nielsen
24 When did we last eat that dish? Is there already a meal plan in place? Do I have all the ingredients? How much energy do I have? How much mess will it make? Is everyone hungry? Do I have time/energy to figure out what to make? What time should we eat? How hungry am I? What do we have? What will the kids eat? What do we want? Are there any budget concerns? What can I do to save time? Is it healthy enough? What s for dinner tonight??? What else is going on? What does my partner like? Are we all eating together? Will I feel appreciated? Do I have time/energy to stop at the store? Do we have wine & chocolate? Should we eat at home, go out, or get delivery? How much work is it to make? How much time do I have?
25 Source: Nielsen
26 BUILDING the PROGRAM
27 Scalable & specific Meals for two, meals for more Offer options with specific dietary focus-vegan, gluten free, kid friendly Instagram-worthy culinary appeal Globally inspired dishes that offer approachable new and exotic flavors Colorful dishes that inspire purchases and social media sharing Prep time & cooking methods product
28 Online kits average minutes prep product
29 Online kits tend to use stovetop and oven cooking methods and require two separate pots or pans for cooking. product
30 Value Take focus off of the dollar ring Quantify value- time, quality, fun, culinary appeal Encourage comparison to foodservice Profitability Be thoughtful about ingredient composition Balanced assortment price
31
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34 Display locations Grab & go for quick checkout Near prepared foods, meat, seafood Who owns the program? Make it ours Set clearly defined expectations Online marketplace placement
35
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37 Menu copy Descriptive and delicious Clarity & correctness of instructions In-depth testing with real people Tasting is believing Cooking demonstrations can also highlight easy prep Big picture thinking promotion
38 When did we last eat that dish? Is there already a meal plan in place? Do I have all the ingredients? How much energy do I have? How much mess will it make? Is everyone hungry? Do I have time/energy to figure out what to make? What time should we eat? How hungry am I? What do we have? What will the kids eat? What do we want? Are there any budget concerns? What can I do to save time? Is it healthy enough? What s for dinner tonight??? What else is going on? What does my partner like? Are we all eating together? Will I feel appreciated? Do I have time/energy to stop at the store? Do we have wine & chocolate? Should we eat at home, go out, or get delivery? How much work is it to make? How much time do I have?
39 Source: Nielsen
40
41 RETAIL RESPONDS
42 KITS CURATED DISPLAY MIX & MATCH READY TO COOK
43 kits
44 kits
45 kits
46 curated display
47 kits
48 kits
49 kits
50 kits
51 mix & match
52 ready to cook
53 meal solutions
54 mix & match
55 curated display
56 ready to cook
57 kits
58 branded partnerships
59 local partnerships
60 Meal kits aren't a silver bullet - they re just one part of a plan to provide comprehensive meal solutions Focus on options that are right for you and your customers Top-notch fresh programs are the starting point
61
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