Category
Lifestyle
Curated Bottlings
3.7
Trend score
Trend
What is the Upscale Meal Kit trend?
Upscale Meal Kit: Meal kits typically offer convenience for time-strapped consumers, but some brands are changing the primary function of these products from being convenience-based, to a way to experiment with upscale flavors and ingredients.
Insight
The consumer insight behind the Upscale Meal Kit trend
North American consumers are now more likely to experiment with food for a number of reasons--everything from social media trends to the continent's diverse populations have an impact on consumers' willingness to try different foods. This also goes for home cooking, with more consumers seeing how they can learn and adapt new flavors into their lives at home.
Trend themes
Themes within the Upscale Meal Kit trend
Three behaviours holding the trend together01
Upscale Meal Kits
Meal kits are no longer just for convenience as they are becoming a means for experimentation with upscale flavors and ingredients.
02
Gourmet Plant-Based Meal Kits
Gourmet plant-based meal kits are becoming increasingly popular, covering a range of meals from burgers to desserts, while providing more accessibility and convenience to plant-based dining options.
03
Mindfully Curated Meal Kits
Brands are elevating the standard meal kit experience by providing mindfully curated kits that include unique items sourced from around the world, inventive pairings, and a convenient overall experience.
Industry implications
What the Upscale Meal Kit trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
The food and beverage industry can take advantage of these trends in upscale, gourmet and mindfully curated meal kits to create new offerings and provide more accessibility and convenience to consumers in terms of gourmet and plant-based dining options.
For
Restaurant Industry
The restaurant industry can leverage these trends in upscale, gourmet and mindfully curated meal kits to create new offerings and generate revenue streams, whether it be through take-out menus or meal kit options.
For
E-commerce Industry
The e-commerce industry can use these trends in upscale, gourmet, and mindfully curated meal kits to tap into new markets and provide consumers with unique and convenient meal kit options, as well as increase accessibility to shoppers by providing different meal types for varying dietary enthusiasts.
Workshop question
How is your brand catering to the more experimental consumer?
Trend signals
Trend signals for Upscale Meal Kit
Trend score 3.7 out of 10, from popularity 48%, activity 52%, freshness 12%.
Popularity48%
Activity52%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Upscale Meal Kit trend
5 featured examples from May 8, 2020 to Jun 9, 2022CategoryBusiness
Upscale Plant-Based Meal Kits
Eleven Madison Park Launches New Luxury Meal Kits in New York
The plant-based food industry can capitalize on a surge in demand for convenient, high-end meal kits with plant-based ingredients.
CategoryLifestyle
Gourmet At-Home Meal Kits
Hy's Steakhouse Boasts a "Finish at Home" Portion in Its Take-Out Menu
Restaurants can adapt to the new normal by offering gourmet meal kits and robust take-out menus.
CategoryLifestyle
Gourmet Plant-Based Meal Kits
Planta at Home Makes Plant-Based Dining from Home Accessible
Disruptive innovation opportunity: Integrate gourmet plant-based meal kits into existing food delivery services to cater to the growing demand for plant-based options.
CategoryLifestyle
Mindfully Curated Meal Kits
Slow Table's Gourmet Meal Kits Simplify Holiday Entertaining
Companies operating in the meal kit industry can capitalize on the popularity of gourmet meal kits with unique ingredients, wine pairings, and decor to attract customers seeking a…
CategoryLifestyle
Seasonal Lobster Meal Kits
Blue Apron Launches New Seasonal Offering, 'Summer Lobster Box'
The meal kit delivery industry can take advantage of the trend toward limited-time seasonal and experiential meal kits to expand their offerings and attract new customers.
