Consumer Food Preferences in America Have Evolved, a Fact Now Widely Acknowledged by Food Producers and Supermarket Chains

However, Another Less Obvious but Equally Revolutionary Shift is Taking Place—One That is Reshaping Purchasing Behaviors, Lifestyle Choices, and Consumption Models Across the United States

This transformation is driven by Millennials, who have accelerated the adoption of meal delivery services and meal kits as a dominant force in the food industry.

This includes:

• Restaurant-prepared meals ordered online and delivered to homes for lunch and dinner.
• Subscription-based meal kits that provide pre-measured ingredients for home cooking.

An Evolving Ecosystem in the U.S. Food Market

Unlike traditional foodservice models, the meal delivery and meal kit sector does not have a single dominant structure. Instead, multiple players operate at different stages of the service chain:

• Restaurant websites that accept direct orders and deliver meals to customers.
• Third-party apps that aggregate restaurant menus, process orders, and distribute them.
• Delivery services: Some restaurants handle their own deliveries, while others rely on independent delivery platforms that serve multiple establishments.
• Meal kit providers: Some companies prepare and deliver fully cooked meals daily, while others provide pre-portioned ingredients, allowing consumers to enjoy the cooking experience.

Key Findings from a U.S. Market Study on Emerging Food Consumption Trends

• One in four Americans has ordered a restaurant meal for home delivery in the past three months.
• Millennials drive the restaurant meal delivery sector, accounting for 56% of total takeout orders.
• Baby Boomers are less likely to use meal delivery services—only 50% of them order food for home delivery, and even then, less than once per month.
• In contrast, 29% of Millennials ordered a meal for home delivery at least once in the past week.

The Importance of a Mobile-Friendly Online Presence

The fastest-growing ordering method is online ordering via mobile-friendly restaurant websites, third-party platforms, apps, or even SMS.

• Online food orders jumped from 22% in 2011 to 48% in 2016.
• Promotions play a crucial role, as 46% of all home meal delivery orders are influenced by discounts or special offers.

Two Main Segments in the U.S. Meal Delivery Market

1. Restaurant-prepared meals ordered by customers and delivered to their homes.
2. Meal kits and ready-to-eat meal services that provide fresh ingredients or pre-prepared meals for daily home delivery.

The second segment—meal kits and ready-to-eat meal subscriptions—has shown astonishing growth:

• One in four U.S. adults purchased a meal kit in 2016.
• 70% of initial meal kit buyers continue using the service.

Why Do American Consumers Purchase Meal Kits?

The primary motivations for purchasing meal kits in America include:

• Saving time on meal planning.
• Reducing time spent on grocery shopping.
• Curiosity—trying new or healthier recipes.
• Minimizing meal preparation and cooking time, especially for dinner.

Why Do Some Consumers Avoid Meal Kits?

Among those who do not purchase meal kits:

• Nearly half said a lower price would make them reconsider.
• One-third of respondents stated they would be more likely to buy meal kits if they were available in their local grocery stores.

This insight presents a major opportunity for retailers and private label brands to partner with meal kit providers and integrate these products into traditional distribution channels.

Perceived Quality & Health Benefits of Meal Kits

• Meal kits are viewed as healthier than traditional takeout or store-prepared meals.
• 66% of meal kit users report eating seafood more frequently since subscribing to a meal kit service.

Key Takeaways for Businesses Entering the U.S. Food Market

These lifestyle and consumption shifts present valuable insights for investors and food businesses looking to enter or expand in the U.S. market—particularly in major cities like New York, Miami, Chicago, and Los Angeles.

This trend is also critical for specialty food producers seeking to:

• Start exporting to the U.S. market.
• Strengthen their brand positioning.
• Maintain market share and prevent revenue loss.

To succeed, businesses must consider the following factors:

1. Adapt to the changing landscape: Millennials and Gen Z are shaping the future of food consumption, purchasing habits, and lifestyle preferences in the U.S.
2. Mobile-first & smartphone-driven strategies are essential: While mobile purchases account for only 1% of total revenue, they influence 50% of in-store purchases.
3. The iPhone is an extension of the American Millennial consumer: Your brand must be visible across every possible touchpoint.
4. Restaurants in major cities like New York must be listed on all online ordering platforms and must have their own mobile-optimized websites.
5. A strong local online presence is crucial: Businesses must be well-positioned on Google, online maps, and review sites to attract customers.

July 2017 Update: U.S. Meal Kit Market Overview

• Total meal kit delivery sales in the U.S. surpassed $5 billion.
• Market growth is expected to continue for the next 3–5 years.
• The U.S. meal kit industry is fragmented:
  • Blue Apron leads with 17% market share.
  • Other key players include Freshology, Green Chef, Hello Fresh, and Home Bistro.
• Extreme customer loyalty defines the meal kit sector:
  • 90% of consumers stick with their original subscription service.
• Key success factors for meal kits:
  • Time savings.
  • Freshness and quality of ingredients.
• Millennials and Gen Z form the core customer base for meal kit services in the U.S.

(Source: Packaged Facts)