Category
Lifestyle
Assisted Choices
Trend cluster
Category
Elevated
Kit
Meal kits are being enhanced to offer more artisanal and sophisticated experiences.
3.2
Trend score
Trend
What is the Elevated Kit trend?
Elevated Kit: Though the concept of meal kits is not new, they are now being offered in elevated formats that focus on quality and aesthetics – a shift that can be observed in tandem with the rise of both DIY culture and aesthetics-based social content. From a brand perspective, these enhanced meal kits transform a traditionally "lowbrow" item into the opposite, and this shifted perspective works to better engage consumers.
Trend themes
Themes within the Elevated Kit trend
Three behaviours holding the trend together01
Artisanal Meal Kits
Meal kit brands are enhancing their products and offering artisanal experiences to engage consumers.
02
Celebrity-Branded Meal Kits
Meal kit delivery services are partnering with celebrities to appeal to busy families looking for easier ways to eat at home.
03
Grocery Store Cooking Kits
Meal kit brands are collaborating with grocery stores to offer convenient, pre-prepared cooking kits in-store.
Industry implications
What the Elevated Kit trend means for industry
Where the trend changes the playbookFor
Meal Kit Delivery Services
Business professionals in this industry can focus on enhancing their meal kits to offer artisanal, celebrity-branded, or grocery store-friendly experiences.
For
Food Retail
Retail brands can benefit from partnering with meal kit companies to offer pre-prepared cooking kits to their customers.
For
Marketing and Advertising
Professionals in this industry can use the trend of meal kit collaborations to create marketing campaigns that promote unique and convenient food experiences.
Workshop question
How can your brand enhance and reframe its most traditional product/service, or marketing techniques?
Trend signals
Trend signals for Elevated Kit
Trend score 3.2 out of 10, from popularity 42%, activity 47%, freshness 8%.
Popularity42%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Elevated Kit trend
5 featured examples from May 27, 2016 to Aug 31, 2017CategoryLifestyle
Chocolate Dessert Kits
Chef'd is Producing Dessert Meal Kits with The Hershey Company
The food and beverage industry can explore the potential of branded dessert meal kits to expand their product offerings and tap into the meal kit market.
CategoryLifestyle
Grocery Store Cooking Kits
The Salted Meal Kits Come with Everything Needed to Make a Quick Meal
The grocery and supermarket industry can capitalize on the trend by partnering with meal kit providers to offer more convenient meal options to their customers.
CategoryLifestyle
Gourmet Jelly-Making Kits
Dow Design Ltd Offered a Creative End-of-Year Gift to Its Clients
Creative agencies can leverage food-based DIY kits as unique client gifts to enhance their brand image and build stronger relationships.
CategoryLifestyle
Celebrity-Branded Meal Kits
'Martha & Marley Spoon' Provides Consumers with Pre-Portioned Recipes
Rebranding and collaborations within the meal kit delivery industry to cater to different consumer preferences, such as celebrity-branded options.
CategoryLifestyle
Artisanal Sauce-Making Kits
The W&P Hot Sauce Kit Lets Consumers Brew Their Own Spicy Condiments
Homemade condiment kits, DIY culinary experiences and clean ingredient substitutions have the potential to disrupt traditional food and beverage industries.
