Meal kit delivery services are transforming the home cooking experience and offer busy consumers a viable alternative to grocery shopping, ordering take-out, or eating out. The significant growth in meal kit spending in recent years has drawn a variety of newcomers to the space, forcing industry players to look for creative ways to differentiate themselves in order to attract and retain customers.
Meal kit delivery services are turning up the heat
- The U.S. meal kit market is worth $5 billion and consumer spending on meal kit services has increased by 235%.
- 1 out of 4 American adults have purchased a meal kit in the last year and 70% of them are still buying them after their subscription ends.
- 36% of people would like meal kits to be available at their neighborhood grocery stores.
- The top reasons for buying a meal kit include: save time on meal planning (46%), reduce prep & cook time (45%), save time grocery shopping (37%), and healthy recipes (34%).
- The average first year spend on meal kits in the U.S. is $617 per year.
- Millennials and Generation X consumers are 321% more likely to purchase meal kits than older generations.
In order to appeal to Millennials, brands need to meet them where they already are – online. Not only do over 85% of Millennials own smartphones, but 83% connect with companies online and 64% believe social media is one of the most effective channels for reaching brands. Many of the industry’s key players have partnered with influencers as an always-on solution to producing relevant content, expanding their reach, and attracting new customers. This report looks at share of influencer-generated content (IGC) across meal kit delivery services and analyzes which brands had the greatest influencer SOV in the last year and what you can learn from the IGC leaders.
Here’s an insider look at some of the most noteworthy trends and influencer marketing stats we learned for the brands leading the share of influencer voice among the meal kit delivery industry:
- HelloFresh, the category leader in volume, owns 55% influencer share of voice and 28% market share.
- Blue Apron, the category leader in market share, owns 40% market share and 13% influencer share of voice.
- Blue Apron is also the category leader in engagements, earning 3x the engagements compared to the industry average.
- IGC category leaders present consumers with diversified offerings, catering to various tastes by offering meat, seafood, vegetarian, and other meal options.
- IGC category leaders rely on strategic influencer partnerships to target niche audiences.
Want to learn more key insights? Download the report below to learn which meal kit delivery services had the greatest influencer SOV in the last year, as well as examples and best practices from meal kit delivery category leaders.
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