Meal Kit Users Increase 36 Percent Year-over-Year

Meal kit users have increased 36 percent over the past year and 14.3 million households purchased them in the last six months of 2018, according to Nielsen. In-store meal kit users jumped by 2.2 million households in less than a year, accounting for 60 percent of growth in all meal kit users.

While the majority of meal kit sales still occurred online in 2018, growth occurred both exclusively in-store and within the combined online/offline space. Affluent consumers with an income over $100,000 were the primary drivers in the category, increasing their online meal kit and in-store purchases by six points and nine points, respectively. 

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