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The NPD Group is out with a study about the meal kit business, saying that "trial of meal kits is still relatively low with 3 percent of the U.S. adult population (18 and older) trying a meal kit delivery service within the last year."

What this suggests is that the buzz is greater than the penetration, which means there is a lot of room to grow. "Those using meal kits are generally satisfied and two out of three kit users are extremely or very satisfied, but price may be a barrier for continued use and adoption by others," NPD says in its report.

“The outlook for meal kits is uncertain since they’re still in their infancy stages and gaining trial among consumers," says Darren Seifer, NPD Group’s food and beverage industry analyst. "One of the main concerns about these services is the cost."
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