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United States United States - Meal-Kits Model Must Evolve, By Leveraging Technology And Personalising

机译：美国-必须通过利用技术和个性化来发展餐包模式

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1. The demand for meal-kits in the US has boomed in the past years, driven by low unemployment (and therefore a consumer target market that have the disposable income and the need for convenience that meal kits offer) and a large youth demographic, which adapt quickly to trends. 2. Demand growth is however now slowing as market saturation levels are reached and so companies playing in this sector need to evolve and focus on leveraging technology, to make supply chains more efficient, and offer product personalisation in order to better cater for consumers’ preferences. The meal-kit model has become increasingly popular in recent years, with start-ups and mass grocery retail (MGR) companies investing in this sector. We highlight that the main drivers for the emergence of this product and its demand growth stems from a desire for convenience, healthy food options for time poor young adults in the workforce. Meal kits cater for both demand trends, they allow consumers to skip a step in the food purchasing and preparation chain by removing the need to grocery shop, as the kits are delivered directly to consumers on a subscription-based meal plan. The appeal for meal-kits stems from the healthification trends, with increasingly health conscious consumers seeking greater insight and control over the products they consume. Meal kits offer full ingredient transparency and portion control, thereby decreasing waste and so offering a more sustainable food option. Meal-kits, therefore, have emerged as a healthy alternative to standard food services delivery. The meal kit model has expanded across developed states and into some emerging economies, with the US a good case study for the demand drivers, but also is likely to be the market where this model has to evolve quickly, if it is to remain relevant and ensure new growth avenues as market saturation quickly approaches.
机译：1.在过去几年中，由于低失业率（以及因此而具有可支配收入和便利性的消费目标市场）和庞大的年轻人口，美国对膳食包的需求激增。快速适应趋势。 2.然而，随着达到市场饱和水平，需求增长现在正在放缓，因此从事该行业的公司需要发展并专注于利用技术，以使供应链更有效，并提供产品个性化设置，以便更好地满足消费者的偏好。 。近年来，随着初创企业和大型杂货零售（MGR）公司在这一领域的投资，餐包模式变得越来越流行。我们着重指出，该产品出现及其需求增长的主要动力来自对劳动力中时间贫乏的年轻人的方便，健康食品的渴望。膳食工具包可同时满足两种需求趋势，它们使消费者无需购买杂货店，从而跳过了食品购买和准备链的步骤，因为该工具包是通过基于订阅的膳食计划直接交付给消费者的。餐盒的吸引力源于健康趋势，越来越注重健康的消费者寻求对所消费产品的更深入了解和控制。膳食套件可提供完全的成分透明度和份量控制，从而减少浪费，因此提供了更可持续的食品选择。因此，餐包已经成为标准食品服务提供的健康替代品。餐包模式已经扩展到发达国家和一些新兴经济体，美国为需求驱动因素提供了一个很好的案例研究，但如果要保持相关性，这种模式很可能必须迅速发展。随着市场饱和的迅速临近，确保新的增长途径。

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    《Americas food and drink insight》 |2020年第4期|23-27|共5页
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