Convenience is king
The popularity of meal kits is a logical development within the greater convenience trend. When Brits were asked why they subscribe to meal kits services in a recent survey, more than half named a convenience-related benefit. The reduced meal planning and cooking time offered by meal kits was the main reason for Brits to get their ingredients and recipes delivered in boxes. Following the meal kits trend, subscription box start-ups are currently popping up left and right. From beauty boxes to pet toys and supplies, Brits can now subscribe to subscription services for almost any product they desire. Nonetheless, meal kits are still the most popular subscription box category.
HelloFresh is the global market leader in the meal kits industry. The German company started operations in the UK in 2012 and has conquered the market in the years that followed. However, in recent years, HelloFresh has been facing more competition in the UK. British meal kit start-ups such as Gousto, Mindful Chef, and FeastBox have been able to attract some of HelloFresh’s customers through appealing pricing, the promise of local ingredients, or by focusing on a niche food segment. When it comes to food boxes, Brits have plenty of choices.