According to research firm Packaged Facts, the ease of purchasing food is helping people make their way back into the kitchen. Additionally, meal kits have also taken the hesitation and intimidation out of creating home-cooked meals. This has spurred the opportunity for continued growth of cooking at home.
Packaged Facts found that most people who don’t cook at home either have a lack of time to grocery shop and meal prep or they lack confidence in their cooking skills. The latter reason is especially prevalent among Gen Z adults (ages 18-24) and to a lesser extent Millennials (ages 25-39).
However, it noted that both the meal kit industry as well as the growing home grocery delivery have helped those who have wanted to dabble in home cooking tackle the task.
According to the research, meal kits appeal to important consumer segments, namely busy consumers who don’t have time to shop for groceries or plan meals; high income consumers who don’t want to or like to shop for groceries or plan meals and are willing to pay more for convenience; consumers who have few cooking skills but who want to learn to cook; and consumers who live alone or in a small household, who don’t like wasting food and want proportions tailored to their needs.
Additionally, online grocery services provided by Amazon Prime Pantry, AmazonFresh, Instacart, and Peapod —among others — have also proven to be time savers for aspiring home cooks. Since 2013, online sales of groceries have more than tripled from $6 billion to $20 billion in 2018 at a compound annual growth rate (CAGR) of 26%, said the report.