Xin Ou
Research expert covering Greater China
Meal kits in the U.S. - statistics & facts
Craving the ease of takeout but the satisfaction of a home-cooked meal? The on-growing online meal kit delivery market offers a practical solution, delivering pre-measured ingredients and step-by-step recipes to its customers. What started as a niche trend over a decade ago has now become a staple for health-conscious, time-strapped, and food-loving households alike. Meal kits can help consumers make better decisions about food, considering that it is very common among Gen Z and Millennials to order food delivery to satisfy cravings, whereas home-cooked meals are often a healthier dietary choice. Also, considering that North Americans are avid consumers of food delivery, with roughly 40 percent of men and women ordering food around three to five times a month, meal kits are a suitable option to avoid rushed choices.
Meal kits continue to resonate with U.S. consumers by aligning with their desire for convenience, meal planning ease, and especially freshness. Those are key priorities across generations, particularly among Gen Z and Millennials.
Competitive landscape
U.S. competitors within the online meal kit delivery industry include HelloFresh, Blue Apron, Home Chef, Sunbasket, and Marley Spoon. Berlin-based company HelloFresh is far ahead of its competitors, with over 5 billion euros in U.S. revenues, The company delivered almost 65 million orders in North America in 2024, and it was ranked among the top 10 grocery delivery brands that consumers are most aware of. In contrast, its competitor, Marley Spoon, has reached only 6.6 percent of the leader’s revenue and delivered around 750,000 orders in the U.S. in 2024. Although Marley Spoon cannot be compared to HelloFresh in terms of its market share, the company has seen its number of customers grow since 2017, from about 93,000 to around 218,000 in 2024. The company’s global revenues reached over 74 million euros in the first quarter of 2025, with the U.S. market being responsible for over half of it.From convenience to a healthy life style
The two younger generations, Gen Z and Millennials, represent the majority of meal kits consumers. From Gen Z to Boomers, around 38 percent consider quick preparation of food an important factor, and more than 46 percent think planning the meals in advance matters. This shows that meal kits still have space in the households of North American families. HelloFresh and Marley Spoon advertise themselves as providers of home cooking solutions that maintain quality and freshness standards. Once again, this fits what its U.S. customers desire when choosing food, as freshness was listed as the main quality for making food healthy by more than 90 percent of them.Meal kits continue to resonate with U.S. consumers by aligning with their desire for convenience, meal planning ease, and especially freshness. Those are key priorities across generations, particularly among Gen Z and Millennials.
