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2024년 미국내 식료품 온라인 판매는 전체 식료품 지출의 11%를 차지할 것으로 예상되며, 이는 불과 5년 전보다 약 4배 증가한 수치입니다. 성장의 원동력은 쇼핑 시간과 배달 옵션뿐만 아니라 식사 계획과 준비에 대한 편리함을 원하는 소비자의 관심입니다.

'식료품의 미래 : 온라인 식료품, 밀키트, 소비자 직판 식품( 제3판)'은 온라인 식품 및 음료 시장의 현재 상황의 역학을 검토합니다. 소비자의 인구통계, 인식, 동기, 행동, 식습관 선택 및 식품 배달 및 수령 서비스 이용과 관련된 소비자 인구통계, 인식, 동기, 행동이 조사됩니다. 식품, 식습관, 건강, 제품 포장에 대한 태도를 조사하고, COVID-19 팬데믹과 인플레이션 시대를 포함한 최근 소비자들에게 미친 역사적 흐름의 영향을 넓은 의미에서 그리고 온라인 식료품 시장의 맥락에서 살펴볼 것입니다.

소비자 인식과 행동의 변화 이유와 그 의미를 현재와 미래 시장 기회와 연관 지어 분석합니다.

시장 규모 데이터는 2019-2024년 소매 매출 수준으로 제공되며, 2025-2029년 및 2034년 예측도 제공됩니다.

이 보고서에서는 다음 제품 카테고리의 온라인 소매 판매에 대한 정보를 제공합니다. 캔, 병 또는 기타 포장에 담긴 보존 식품 및 음료(주류 포함) 밀키트 및 조리 식품 신선한 과일 및 채소 등 신선 식품 유제품 및 계란 제품 육류, 가금류, 해산물 베이커리 제품 냉동식품 등을 포함합니다.

이 보고서에는 다음 상품의 온라인 판매도 포함됩니다.

점포형 식료품점(Kroger, Safeway, ALDI 등)

양판점(Walmart, Target 등) 및 창고형 클럽(Costco, Sam's Club, BJ's 등)

온라인 식료품점(예: Amazon, Thrive Market, Hungryroot)

웹사이트를 통해 자사 식품을 판매하는 브랜드, 소비자에게 직접 판매하는 브랜드

밀키트 및 반찬 배달 서비스(HelloFresh, Sakara Life, Factor 등)

자체 인력을 이용해 다양한 매장에서 식료품을 구매해 고객에게 배송하는 제3자 팩앤딜리버리 기업(예: Instacart).

정기 구매, 단품 주문, 디지털 픽업 및 배송을 준비하는 지역 생협 및 파머스 마켓 웹사이트나 앱을 통한 온라인 판매(배송 및 지역 배송, 매장 수령, 카사이드 픽업 등) 등이 모두 포함됩니다.

목차

제1장 개요

제2장 최근 역사적 동향

• 주요 내용
• 코로나19 팬데믹은 온라인 식료품 시장에 필요한 계기가 되었습니다.
• 가격 상승: 공급망 경색에서 인플레이션까지
• 개인의 경제적 행복감
• 가격 상승은 소비자 행동에 영향을 미칩니다
• 가계비 절감
• 가격이 상승함에 따라 개인 브랜드는 더욱 매력적일 것입니다.
• 대다수 소비자들은 식품 가격의 상승을 인식하고 있으며, 많은 사람들이 구매 결정을 바꾸고 있습니다.
• 2024년, 소비자들은 식품 구매 결정에서 가격을 더 중요하게 여길 것입니다.
• 간식과 건강한 식습관
• 온라인 식료품 쇼핑에 있어 간식 트렌드가 중요함
• 2023년 간식 습관의 변화
• 2025년 간식 활동
• 세마글루티드 약물의 사용 증가는 간식과 식습관을 바꿀 수 있습니다.
• 업무 습관
• 일의 변화와 식생활 트렌드
• 2023년 재택근무
• 재택근무의 능력과 빈도
• 코워킹스페이스에서 일할 것인가 재택근무할 것인가?
• 2024년 업무 습관
• 일반적인 주당 근무시간
• 일반적인 근무 형태
• 2025년 일하는 방식
• 개인적 행복감
• 2023년 부정적인 정신 상태를 보고합니다.
• 2024년까지 지속되는 정신적, 신체적 건강에 미치는 영향
• 2025년에도 음성 증상 상승세 지속될 것
• 스트레스 수준과 식음료 섭취에 미치는 영향

3장 개요 및 시장 동향

• 주요 내용
• 바쁜 소비자에게 편리함은 가장 큰 판매 포인트입니다.
• 미국의 온라인 식료품 쇼핑은 기타 국가에 비해 뒤쳐져 있지만, 확대와 가정으로의 지속적인 보급 기회가 있습니다.
• 클린 라벨 트렌드와 건강식품에 대한 관심 증가
• '클린 라벨'에 대한 보편적인 정의는 없습니다.
• 대중매체가 식품에 대한 인식에 미치는 영향: 건강, 안전, 환경적 지속가능성, 인간과 동물의 복지를 면밀히 조사합니다.
• 다양한 수준의 처리
• 가공되지 않은 식품과 최소한의 가공식품
• 가공된 요리 재료
• 가공식품
• 초가공식품(UPF)
• 일부 식료품은 고도로 가공된 이미지를 벗고 있습니다.
• 직접 판매업체 및 택배업체
• 밀키트, 조리된 식사, 온라인 식료품으로 틈새 건강식품 시장에 도전하는 DTC 기업
• 틈새 시장을 공략할 수 있는 새로운 기업이나 제품은 DTC 채널을 선택할 수 있습니다.
• 구독은 소비자의 비용을 절감하고 매출을 증가시킵니다.
• 정기 구매 및 할인과 정기 주문
• 구독함을 자신과 타인을 위한 선물로 활용하세요.
• 프라이빗 라벨
• 오프라인 매장이 이커머스의 선택권을 넓히고 촉진합니다.
• 소매점은 점점 더 충동구매에 의존하고 있습니다.
• 프라이빗 브랜드 제품은 매장 방문 고객 수, 온라인 판매, 소매업체 충성도 향상에 기여
• 타사 배송 업체를 통한 온라인 식료품 쇼핑 시작
• 식료품점 직접 주문 옵션 확대
• '다크 스토어'와 식료품 풀필먼트 센터는 업무 효율성을 높입니다.
• 타사 주문 플랫폼으로 개인 매장에서도 온라인 식료품 제공이 가능해졌습니다.
• 소비자의 욕구를 충족시키는 온라인 식료품 서비스의 지속적인 과제
• 픽업은 라스트 마일 문제를 해결할 수 있다
• 밀키트 배달 서비스
• 유명인의 추천을 마케팅 전략으로 활용하기
• 특정 인구 통계 및 식습관을 겨냥한 식사 키트 옵션
• 조리된 식재료와 식사 선택권을 늘리고, 시간을 절약하고, 혼란을 줄입니다.
• 밀키트는 단순한 상품이 아니라 가정 요리 교실과 같은 서비스입니다.
• 정기 구매 없음/매장을 통한 식사 키트 제공
• 식사 맞춤화 및 필요한 준비 수준
• 가격에 민감한 소비자를 위한 저가형 식사 키트
• 식사 배달 서비스
• 신선함과 건강함을 고집하는 편리한 식사배달 서비스
• 특정 인구통계학적 타겟팅
• 지역 및 지역 음식 배달 업체는 지역 식재료를 중시하며 전국 규모의 업체들과 경쟁하고 있습니다.
• 특별 식단 및 체중 감량 계획에 맞는 맞춤형 식사 배달 서비스 제공
• 지역 지원형 농업과 파머스마켓
• 온라인 마켓플레이스 구축 및 현지 생산자와의 협업으로 온라인 마켓플레이스 구축
• CSA, 파트너십과 신제품 제공을 통해 밀키트 시장에 진출합니다.
• 음식물 쓰레기 문제
• 대부분의 소비자들은 음식물 쓰레기에 대해 우려하고 있습니다.
• 식료품 쇼핑 및 식사 계획 행동
• 불완전하거나 '못생긴' 농산물이 소비자에게 매력적인 선택이 되고 있지만, 식품 폐기에 대한 주장은 재검토되고 있습니다.

제4장 시장 규모, 예측, 과거 동향

• 주요 내용
• 유서 깊은 온라인 식료품 시장
• 풀필먼트 유형별 시장 점유율
• 소매업체 카테고리별 시장 점유율
• 제품 카테고리별 시장 점유율
• 온라인 식료품 예측
• 식사 키트 예측

제5장 음식 주문 방법 이용 및 온라인 음식 구매

• 주요 내용
• 2024년 이후 음식물 테이크아웃 및 배달 방법의 활용
• 지난 12개월간 사용
• 지난 3개월간 사용 빈도
• 12개월 전과 비교한 현재 사용 빈도
• 향후 12개월 동안 사용 예정인 변경 사항
• 서비스 이용 중복이 심하다
• 온라인 식료품 주문/배송 서비스 이용
• 알코올 음료 온라인 구매
• 밀키트 및 구독 박스 서비스 이용하기

6장 성장의 기회

• 주요 내용
• 온라인 쇼핑을 잘 하지 않는 베이비붐 세대와 사일런트 세대를 타겟으로 합니다.
• 온라인 식료품 쇼핑은 노인들의 문제를 해결할 수 있습니다.
• 노인을 위한 식사 키트와 조리된 식사
• 식료품, 밀키트, 조리된 음식의 경계를 더욱 모호하게 만드는 제품 제공 증가
• 어린이와 가족을 위한 식사 배달 옵션 확대
• 충동구매를 억제하려는 고객에게 어필하는 방법
• 개별 품목 선정 아웃소싱의 추가 수용
• 라벨 판독기는 온라인에서 추가 제품 정보를 얻을 수 있습니다.
• AI 탑재 음성 기술로 편의성 향상
• VR과 AR 쇼핑 체험
• 비디오 마케팅을 위한 인공지능, '쇼핑 가능한 비디오', 그리고 쇼핑 경험의 향상
• 마이크로 풀필먼트는 이익과 배송 속도를 향상시킵니다.
• 로봇 공학 및 이행 자동화
• 새로운 배송 방법
• 드론 배송
• 자율주행차(AV) 배송
• 자택 배송
• 원활한 옴니채널 경험 만들기
• 특별한 기회를 노려 자주 방문하지 않는 고객의 관심을 끌기 위해
• 유통기한 만료/재고 처분 상품 온라인 판매
• 식사 키트 및 조리된 식사 배달 서비스는 가정 내 음식물 쓰레기를 줄일 수 있습니다.

제7장 온라인 식료품, 식사 키트, 식사 배달 서비스 제공업체

• 주요 내용
• 합병 및 인수합병
• 벤처캐피털은 스타트업에 활력을 불어넣고 있지만, 일부 전자 식료품점들이 어려움을 겪으면서 통합이 진행되고 있습니다.
• 온라인 식료품 시장 점유율
• Walmart
• Instacart
• Amazon
• Kroger
• Target
• Ahold Delhaize
• 밀키트 배달 서비스의 시장 점유율
• HelloFresh
• Home Chef
• Sunbasket
• Blue Apron
• 경쟁 제품 및 서비스
• 홈셰프 서비스가 밀키트 및 식사 배달 개념과 경쟁하고 있습니다.
• 제3자 레스토랑 배달

8장 소비자 인구 통계

• 주요 내용
• 성별 트렌드
• 연령별 동향
• 가구 소득에 따른 패턴
• 지역 차이
• 도시, 교외, 농촌 소비자
• 학력
• 고용 현황
• 가구 내 자녀 유무 및 혼인 여부/파트너 관계
• 인종/민족
• 식물을 중시하는 소비자

제9장 소비자 심리

• 주요 내용
• 클린라벨의 이념과 강한 중첩성
• 음식에 대한 태도
• 음식의 편리함과 바쁨에 대한 생각
• 식료품 쇼핑 및 식사 계획 행동
• 편리한 음식 배달과 고급 음식에 대한 높은 지불 의사
• 특별한 식단 제한/음식 선호도
• 소비자들이 온라인으로 식료품 및 식사 키트를 주문하는 이유
• 왜 이렇게 많은 온라인 쇼핑객들이 식료품이나 식사 키트를 온라인으로 구매하지 않는가?

제10장 포장과 지속가능성 동향

• 주요 내용
• 효과적, 지속 가능, 저비용 패키징의 균형
• 과대포장을 줄이고 폐기하는 것을 목표로
• 보호 포장은 제품의 무결성을 위해 중요합니다
• 고가의 셋업 박스에서 다른 종이 포장으로의 전환
• 재사용 가능한 패키지
• 생분해성 및 퇴비화 가능한 포장의 기회
• 재활용, 생활쓰레기, 포장에 대한 소비자 인사이트
• 소비자들은 지속가능성과 지속가능한 라이프스타일에 대해 어떻게 생각하는가?
• 재활용 및 퇴비화 서비스
• 포장과 폐기물에 대한 고찰
• 소비자들은 환경적 책임이 개인적인 것이라고 생각합니다.

영문목차

In 2024, online grocery sales accounted for 11% of total grocery spending in the US, nearly four times the share of spending just five years earlier. Growth will be driven by consumer interest in convenience in terms of not only shopping time and delivery options, but also with meal planning and preparations.

The Future of Grocery: Online Grocery, Meal Kits, & Direct-to-Consumer Food examines the dynamics of the current landscape of the online food and beverage market. Consumer demographics, perceptions, motivations, and behavior are examined as pertaining to dietary choices and use of food delivery and pickup services. Attitudes on food, diet, health, and product packaging are studied. Effects of recent historical trends on consumers - including the COVID-19 pandemic and the inflation era - are considered in both a broad sense and in the context of the online grocery market.

The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of present and future market opportunities.

Market size data are provided at the retail sales level for 2019-2024, and projections are provided for 2025-2029 and 2034.

This report provides information about online retail sales of food and beverages to consumers in the following product categories:shelf-stable foods and beverages in cans, bottles, or other packaging (including alcoholic beverages)meal kits and prepared mealsperishables such as fresh fruits and vegetablesdairy and egg productsmeat, poultry, and seafoodbakery itemsfrozen foods

This report includes online sales of such items from:

store-based grocers (e.g., Kroger, Safeway, ALDI)

mass merchandisers (e.g., Walmart, Target) and warehouse clubs (e.g., Costco, Sam's Club, BJ's)

online-based grocers (e.g., Amazon, Thrive Market, Hungryroot)

brands that sell their own food products via their websites, direct-to-consumer

meal kit and prepared meal delivery services (e.g., HelloFresh, Sakara Life, Factor)

third-party pack-and-deliver companies that use their own workforce to purchase groceries at various stores and deliver them to customers (e.g., Instacart)

local co-ops and farmers' markets that arrange for subscriptions, single orders, and pickup or delivery digitallyOnline sales made via website or app - whether delivered to a customer via shipment or local delivery, picked up in-store, or received via curbside pickup - are all included.

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• The Future of Grocery Delivery
• Online Grocery Shopping Driven by Convenience
• Opportunities for Growth
• SCOPE
• METHODOLOGY

CHAPTER 2: RECENT HISTORICAL TRENDS

• HIGHLIGHTS
• THE COVID-19 PANDEMIC WAS THE JUMPSTART THE ONLINE GROCERY MARKET NEEDED
• RISING PRICES: FROM SUPPLY CHAIN CRUNCHES TO INFLATION
• Table 2-1. Month-to-Month Changes in Consumer Price Index (CPI) for All Food Items, 2022 - 2025 (percent change)
• Table 2-2. Consumer Concerns about Rising Food Prices, 2021 - 2025 (percent of consumers)
• Feelings of Personal Economic Wellbeing
• Table 2-3. Feelings about Personal Economic Wellbeing Currently and In the Next Few Years, 2025 (percent of consumers)
• Rising Prices Impact Consumer Behavior
• Cutting Back on Household Expenses
• Table 2-4. Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
• Table 2-5. Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
• Table 2-6. Consumer Spending on "Extras", 2023 - 2025 (percent of consumers)
• Private Labels Are More Desirable as Prices Rise
• Figure 2-1. Chocolate under a New Walmart Private Label Brand
• Figure 2-2. In 2024, Sales of Private Label Items Are Mostly Increasing as Sales from National Brands Decline
• Figure 2-3. Private Label CPG Dollar Share, Unit Sales Growth, and Store Foot Traffic Changes
• The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
• Figure 2-4. Noticing the Rising Cost of Food and Beverages over the Past Year, 2024
• Figure 2-5. Impact of Rising Costs on Food/Beverage Purchasing, 2024
• Consumers Find Price More Important for Food Purchase Decisions in 2024
• Figure 2-6. Purchase Drivers for Food and Beverage Purchase Decisions, 2024
• Figure 2-7. Purchase Drivers for Food and Beverage Purchase Decisions by Household Income Bracket, 2024
• SNACKING AND HEALTHY EATING HABITS
• Snacking Trends Are Important to Online Grocery Shopping
• Changes to Snacking Habits in 2023
• Table 2-7. Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
• Snacking Activity in 2025
• Table 2-8. Statements on Snacking Activity, 2025 (percent of consumers)
• Table 2-9. Frequency of Snacking Habits, 2025 (percent of consumers)
• Increasing Use of Semaglutide Medications Can Change Snacking and Eating Habits
• Table 2-10. Use of and Interest in GLP-1 and Other Weight Loss Drugs, 2025 (percent of consumers)
• WORK HABITS
• Food Trends in the Context of Changes to Work
• Working from Home in 2023
• Work from Home Ability and Frequency
• Table 2-11. Ability to Work from Home and Frequency of Remote Work, 2023 (percent of consumers)
• Working at a Co-Working Space or Working from Home
• Table 2-12. Working at a Co-Working Space or Working from Home, 2023 (percent of consumers)
• Table 2-13. Consumer Rating of Experiences Working at a Co-Working Space or Working from Home, 2023 (percent of consumers who have ever had each experience)
• Table 2-14. Consumer Opinions on Working at a Co-Working Space or Working from Home, 2023 (percent of employed consumers)
• Work Habits in 2024
• Typical Work Weeks
• Table 2-15. Where Time Is Spent during a Typical Work Week, 2024 (percent of employed consumers)
• Typical Work Arrangements
• Figure 2-8. Typical Work Arrangements (Fully Remote, Hybrid, and Traditional), 2024 (percent of employed consumers)
• Work Habits in 2025
• Table 2-16. Ability to Work from Home, 2025 (percent of employed consumers)
• Table 2-17. Where Time Is Spent during a Typical Work Week, 2025 (percent of employed consumers)
• Figure 2-9. Typical Work Arrangements (Fully Remote, Hybrid, and Traditional), 2025 (percent of employed consumers)
• Table 2-18. Statements about Remote Work and Looking for a New Job, 2025 (percent of employed consumers)
• Table 2-19. Satisfaction with Elements of Work Life, 2025 (percent of employed consumers)
• Table 2-20. Satisfaction with Elements of Work Life by Type of Work, 2025 (percent of employed consumers who are satisfied with each element)
• Table 2-21. Challenges Faced at Work by Type of Work, 2025 (percent of employed consumers)
• Table 2-22. Typical Work Schedules by Type of Work, 2025 (percent of employed consumers)
• Table 2-23. Working Additional Hours Outside of the Typical Schedule by Type of Work, 2025 (percent of employed consumers)
• Table 2-24. How Often Workers Think They Need to Meet in Person with their Team by Type of Work, 2025 (percent of employed consumers)
• PERSONAL FEELINGS OF WELLBEING
• Reporting Negative Mental States in 2023
• Figure 2-10. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2023 (percent of consumers)
• Continuing Mental and Physical Health Effects in 2024
• Table 2-25. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2024 (percent of consumers)
• Elevated Negative Symptoms Continuing in 2025
• Table 2-26. Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2025 (percent of consumers)
• Stress Levels and Impact on Food/Beverage Consumption
• Figure 2-11. Stress Levels in the Last Six Months and Impact on Healthfulness of Food/Beverage Consumption, 2024
• Figure 2-12. Sources of Stress for Consumers Who Were Very or Somewhat Stressed in the Last Six Months, 2024
• Figure 2-13. Top Sources of Stress in the Last Six Months by Generation, 2024
• Figure 2-14. Happiness, Stress, and Health Status by Household Income Bracket, 2024
• Figure 2-15. Impact of Food Consumption on Mental or Emotional Well-Being, 2024

CHAPTER 3: OVERVIEW AND MARKET TRENDS

• HIGHLIGHTS
• CONVENIENCE THE ULTIMATE SELLING POINT FOR BUSY CONSUMERS
• US ONLINE GROCERY SHOPPING WELL BEHIND OTHER COUNTRIES, BUT THERE ARE OPPORTUNITIES FOR EXPANSION AND CONTINUED HOUSEHOLD ADOPTION
• CLEAN LABEL TRENDS AND INCREASING FOCUS ON HEALTHY FOODS
• There Is No Single Universal Definition of "Clean Label"
• Popular Media Effects on Food Perceptions: Healthfulness, Safety, Environmental Sustainability, and Human and Animal Welfare Are Scrutinized
• Different Levels of Processing
• 1: Unprocessed and Minimally Processed Foods
• 2: Processed Culinary Ingredients
• 3: Processed Foods
• 4: Ultra-Processed Foods (UPFs)
• Some Grocery Products Are Shedding the Image of Being Highly Processed
• Figure 3-1. bettergoods Pizza Made Without Artificial Colors or Flavors
• DIRECT SELLERS AND HOME DELIVERY COMPANIES
• DTC Companies Tackling Niche Health Food Markets with Meal Kits, Prepared Meals, and Online Grocery
• Table 3-1. Selected Meal, Meal Kit, and Grocery Delivery Services by Date Founded, Services Offered, and Geographic Area Served
• iv
• New Companies and Products with Niche Appeal May Choose DTC Channels
• Figure 3-2. Functional Beverage Brand Mostly Selling Products via E-Commerce
• Figure 3-3. Niche Plant-Based Meat Brand Ships Directly to Consumers
• Subscriptions Save Consumers Money and Boost Sales
• Subscribe and Save and Recurring Orders
• Figure 3-4. Signing Up for Subscription Delivery Saves Users Money
• Figure 3-5. Weekly Grocery Orders Restock Items and Recommend Grocery Lists According to User Preferences
• Subscription Boxes as a Gift for Yourself or Others
• Figure 3-6. Subscription Box Ships Monthly as the "Ultimate Gift"
• Figure 3-7. Artisan Meats Shipped Via a Subscription for a Unique Flavor Experience
• Figure 3-8. Save on Curated Food Selections with a Subscription Delivery
• Private Labels
• Figure 3-9. Private Label Premium Products Exclusive to DTC Retailer
• Table 3-2. Selected Online Private Label Grocery Brands
• BRICK AND MORTAR STORES EXPANDING AND PROMOTING E-COMMERCE OPTIONS
• Figure 3-10. Target Online Order Pickup Is One Option That Increases Store Traffic after an Online Order
• Retail Stores Rely More On Impulse Purchases
• Private Label Products Are a Driver of In-Store Traffic, Online Sales, and Retailer Loyalty
• Table 3-3. Selected Private Label Grocery Brands Available Via Online Ordering
• Launching Online Grocery Shopping Via Third-Party Delivery Companies
• Figure 3-11. A Wide Array of Grocers and Non-Grocery Retailers Served by Third-Party Delivery in Local Markets
• Expanding Direct Grocery Store Ordering Options
• Figure 3-12. Subscription Service Saves Customers Delivery and Shipping Fees for Grocery Orders
• Figure 3-13. Online Grocery Website Gives You Many Ways to Shop
• "Dark Stores" or Grocery Fulfillment Centers Can Increase Operational Efficiency
• Third-Party Ordering Platforms Make Offering Online Groceries Possible for Independents
• Table 3-4. Selected Online Grocery Platform Providers
• Continuing Challenges to Online Grocery Services Satisfying Consumer Desires
• Pickup Can Solve the Last-Mile Problem
• MEAL KIT DELIVERY SERVICES
• Celebrity Endorsements Used as a Marketing Tactic
• Figure 3-14. Celebrity-Branded Meal Kits Using Public Image to Market Curated Recipes
• Meal Kit Options Targeted at Specific Demographics and Diets
• Figure 3-15. Meal Kits Clinically Proven to Help Consumers Lose Weight and Lower LDL Cholesterol
• Increasingly Offering Prepared Ingredients and More Meal Options to Save Time and Reduce Mess
• Figure 3-16. Fresh, Pre-Chopped Ingredients in Its Meal Kits
• Meal Kits Are Not Just a Product - The Service is Also Like a Home Cooking Class
• Figure 3-17. Article Shows How Meal Kits Can Teach Customers How to Cook or Improve Cooking Skills/Kitchen Creativity
• Figure 3-18. Blog Provides Tips and Recipes that Can Help Beginners and Experienced Home Chefs
• Offering Meal Kits Without a Subscription/Via Stores
• Customization of Meals and Varying Levels of Preparation Required
• Figure 3-19. New Meal Kit Options for Easier Recipes and Add-On Items
• Lower Priced Meal Kits for Price-Sensitive Consumers
• Figure 3-20. Dinnerly is a Low Price Option Appealing to Those Who Think Other Meal Kits Are Too Expensive
• MEAL DELIVERY SERVICES
• Convenient Meal Delivery Services Emphasizing Freshness and Healthy Foods
• Figure 3-21. Meal Delivery Service Focused on Nutrition and "Clean Eating"
• Figure 3-22. Meal Plans That Are Convenient and Prepared Specifically for You with Only Premium Ingredients
• Figure 3-23. Putting Good Food on Every Table with Prepared Meals Heavy on Plants and Whole-Food Ingredients
• Figure 3-24. Meal Delivery Service Promotes Healthy Diets That Contain Whole, Unprocessed Ingredients
• Targeting Specialized Demographics
• Figure 3-25. Specialty Meal Delivery Service for the Needs of Seniors
• Local and Regional Meal Delivery Companies Are Emphasizing Local Ingredients and Compete with National Providers
• Figure 3-26. Sprinly Serves Organic, Plant-Based Meals That Are Delivered Fresh and Require No Cooking
• Customized Meal Delivery Catering to Special Diets and Weight Loss Plans
• Figure 3-27. Customized Meal Delivery Service Allows Customers to Choose Portion Sizes of Each Selected Item
• Figure 3-28. Pick Your Meals a La Carte, Get on a Meal Plan for Specific Goals, or Order Cooked Food by the Pound for Home Meal Preparation
• COMMUNITY SUPPORTED AGRICULTURE AND FARMERS' MARKETS
• Figure 3-29. Fresh Fork Market CSA Sign Up
• Creating Online Marketplaces and Collaborating with Local Producers
• CSAs Joining the Meal Kit Market Through Partnerships or New Product Offerings
• Figure 3-30. Farmhouse Delivery Meal Kits Offer CSA Products Designed for Specific Meals
• CONCERNS ABOUT FOOD WASTE
• Most Consumers Are Concerned about Food Waste
• Table 3-5. Agreement on Statements about Food Waste, 2025 (percent of consumers)
• Table 3-6. Concern about Food Waste, 2024 (percent of consumers)
• Grocery Shopping and Meal Planning Behavior
• Table 3-7. Statements about Food Shopping and Meal Planning Behavior, 2025 (percent of consumers)
• Imperfect or "Ugly" Produce Has Become an Attractive Option for Consumers, but Food Waste Claims Are Being Re-Examined
• Figure 3-31. Imperfect or "Ugly" Produce Is Marketed as a Way to Fight Food Waste and Save Money
• Figure 3-32. Exposes on Imperfect Produce Say Farms Aren't Wasting Perfectly Good Produce

CHAPTER 4: MARKET SIZE, FORECASTS, AND HISTORICAL TRENDS

• HIGHLIGHTS
• HISTORICAL ONLINE GROCERY MARKET
• Table 4-1. US Online Grocery Sales, 2019-2024 (billion dollars)
• Share of the Market by Fulfillment Type
• Figure 4-1. Online Grocery Market by Fulfillment Type, 2024 (percent)
• Share of the Market by Retailer Category
• Figure 4-2. Online Grocery Market by Retailer Category, 2024 (percent)
• Share of the Market by Product Category
• Figure 4-3. Online Grocery Market by Product Category, 2024 (percent)
• ONLINE GROCERY FORECAST
• Table 4-2. US Online Grocery Sales, 2024, 2025P-2029P, 2034P (billion dollars)
• MEAL KIT FORECAST
• Table 4-3. US Meal Kit Delivery Service Sales, 2019-2024 (million dollars)
• Table 4-4. US Meal Kit Delivery Service Sales, 2024, 2025P-2029P, 2034P (million dollars)

CHAPTER 5: USE OF FOOD ORDERING METHODS AND ONLINE FOOD PURCHASES

• HIGHLIGHTS
• USE OF FOOD CARRYOUT AND DELIVERY METHODS IN 2024 AND
• Use in the Last 12 Months
• Table 5-1. Consumer Use of Food Ordering Methods in the Last 12 Months, 2024 and 2025 (percent of consumers)
• Frequency of Use in the Last 3 Months
• Figure 5-1. Consumer Frequency of Food Ordering Methods in the Last 3 Months, 2024 and 2025 (percent of consumers who have used each method in the last 12 months)
• Frequency of Use Now Compared to 12 Months Ago
• Table 5-2. Consumer Frequency of Food Ordering Habits Now Compared to 12 Months Ago, 2024 and 2025 (percent of consumers who have used each method in the last 12 months)
• Expected Changes to Use in the Next 12 Months
• Table 5-3. Consumer Expected Changes to the Frequency of Food Ordering Habits in the Next 12 Months, 2024 and 2025 (percent of consumers)
• Strong Overlap Between Use of Services
• Table 5-4. Strong Overlap in Use of Food Delivery and Pickup Options in the Last 12 Months, 2025 (percent of consumers)
• USE OF ONLINE GROCERY ORDERING/DELIVERY SERVICES
• Table 5-5. Online Grocery Ordering/Delivery Services Used, 2025 (percent of consumers)
• ONLINE PURCHASES OF ALCOHOLIC BEVERAGES
• Table 5-6. Alcoholic Beverages Bought Online, 2025 (percent of consumers)
• USE OF MEAL KIT AND SUBSCRIPTION BOX SERVICES
• Table 5-7. Use of Meal Kit Delivery Services, 2025 (percent of consumers)

CHAPTER 6: GROWTH OPPORTUNITIES

• HIGHLIGHTS
• TARGETING BABY BOOMERS AND THE SILENT GENERATION, WHO ARE LESS LIKELY TO SHOP ONLINE
• Online Grocery Shopping Can Solve Problems Faced by Older Consumers
• Meal Kits and Prepared Meals for Older Consumers
• INCREASING PRODUCT OFFERINGS TO FURTHER BLUR THE LINES BETWEEN GROCERIES, MEAL KITS, AND PREPARED MEALS
• Figure 6-1. New Prepared Meal Offerings for Options that Are Quicker and Easier than Traditional Meal Kits
• EXPANSION OF MEAL DELIVERY OPTIONS FOR CHILDREN AND FAMILIES
• Figure 6-2. Delivered to Your Door: Fresh and Healthy Meals for Children of a Specific Age or the Whole Family
• APPEALING TO CUSTOMERS TRYING TO RESIST IMPULSE BUYS
• FURTHER ACCEPTANCE OF THE OUTSOURCING OF INDIVIDUAL ITEM SELECTION
• LABEL READERS CAN GET ADDITIONAL PRODUCT INFORMATION ONLINE
• AI-POWERED VOICE TECHNOLOGY FOR INCREASED CONVENIENCE
• Figure 6-3. Whole Foods Voice Ordering for Prime Now Shoppers through Alexa
• Figure 6-4. Google Assistant Grocery Ordering Uses Cues from a Customer's Regular Shopping Habits
• VR AND AR SHOPPING EXPERIENCES
• Figure 6-5. Amazon AR View Demo Video - The Next Step Is Virtually Picking Groceries
• Figure 6-6. Walmart Shelf-Scanning Robots - The Next Step Is Order Fulfillment Robots
• Figure 6-7. VR Shopping Environment Communicates with Smart Home Appliances
• ARTIFICIAL INTELLIGENCE FOR VIDEO MARKETING, "SHOPPABLE VIDEOS", AND IMPROVING THE SHOPPING EXPERIENCE
• Figure 6-8. AI Tool Assists Shoppers in Answering Questions and Finding Items in Stores
• MICRO-FULFILLMENT CAN BOOST PROFITS AND DELIVERY SPEEDS
• ROBOTICS AND FULFILLMENT AUTOMATION
• NEW DELIVERY METHODS
• Drone Delivery
• Autonomous Vehicle (AV) Delivery
• In-Home Delivery
• Figure 6-9. Enhanced Convenience and Benefits of In-Home Grocery Delivery
• CREATING A SEAMLESS OMNICHANNEL EXPERIENCE
• Figure 6-10. Mobile App Functions for In-Store Shopping
• Figure 6-11. Technology Providing an "Effortless Experience" to In-Store Shoppers by Removing Checkout Hurdles
• TARGET SPECIAL OCCASIONS TO INTEREST INFREQUENT CUSTOMERS
• OFFERING EXPIRING/CLEARANCE ITEMS FOR SALE ONLINE
• Figure 6-12. Visualization Comparing Static vs. Dynamic Pricing Models
• Figure 6-13. Mobile App for Consumers Can Save Them Money on Groceries
• MEAL KITS AND PREPARED MEAL DELIVERY SERVICES CAN REDUCE FOOD WASTE AT HOME

CHAPTER 7: ONLINE GROCERY, MEAL KIT, AND MEAL DELIVERY SERVICE PROVIDERS

• HIGHLIGHTS
• MERGERS & ACQUISITIONS
• Table 7-1. Selected Online Grocery Mergers & Acquisitions, 2021-2025
• VENTURE CAPITAL STIMULATING STARTUPS, THOUGH CONSOLIDATION IS AFOOT AS SOME E-GROCERS ARE STRUGGLING .
  • Table 7-2. Selected Investment in Online Grocery and Related Companies, 2019-2023 (million dollars)
• ONLINE GROCERY MARKET SHARE
• Figure 7-1. Online Grocery Market Share, 2024 (percent)
• Walmart
• Instacart
• Amazon
• Kroger
• Target
• Ahold Delhaize
• MEAL KIT DELIVERY SERVICES MARKET SHARE
• Figure 7-2. Meal Kit Delivery Services Market Share, 2024 (percent)
• HelloFresh
• Home Chef
• Sunbasket
• Blue Apron
• COMPETING PRODUCTS AND SERVICES
• Home Chef Services Compete with the Meal Kit and Meal Delivery Concept
• Figure 7-3. Chefs for Seniors Provides a Personal Chef Service to Cook Fresh Meals in a Customer's Own Kitchen
• Restaurant Delivery from Third Parties

CHAPTER 8: CONSUMER DEMOGRAPHICS

• HIGHLIGHTS
• TRENDS BY GENDER
• Table 8-1. Use of Online Grocery and Meal Kit Delivery Services by Gender, 2025 (percent of consumers)
• Table 8-2. Use of Convenient Food Ordering Methods in the Last 12 Months by Gender, 2025 (percent of consumers)
• Table 8-3. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Gender, 2025 (percent of consumers using each service)
• TRENDS BY AGE
• Table 8-4. Use of Online Grocery and Meal Kit Delivery Services by Age Bracket, 2025 (percent of consumers)
• Table 8-5. Use of Online Grocery and Meal Kit Delivery Services by Generation, 2025 (percent of consumers)
• Table 8-6. Use of Convenient Food Ordering Methods in the Last 12 Months by Age Bracket, 2025 (percent of consumers)
• Table 8-7. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Age Bracket, 2025 (percent of consumers using each service)
• PATTERNS BASED ON HOUSEHOLD INCOME
• Table 8-8. Use of Online Grocery and Meal Kit Delivery Services by Household Income Bracket, 2025 (percent of consumers)
• Table 8-9. Use of Convenient Food Ordering Methods in the Last 12 Months by Household Income Bracket, 2025 (percent of consumers)
• Table 8-10. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Household Income Bracket, 2025 (percent of consumers using each service)
• REGIONAL DIFFERENCES
• Table 8-11. Use of Online Grocery and Meal Kit Delivery Services by US Region, 2025 (percent of consumers)
• Table 8-12. Use of Convenient Food Ordering Methods in the Last 12 Months by US Region, 2025 (percent of consumers)
• Table 8-13. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by US Region, 2025 (percent of consumers using each service)
• URBAN, SUBURBAN, AND RURAL CONSUMERS
• Table 8-14. Use of Online Grocery and Meal Kit Delivery Services by Population Density of Residence Area, 2025 (percent of consumers)
• Table 8-15. Use of Convenient Food Ordering Methods in the Last 12 Months by Rural, Suburban, and Urban Living Environment, 2025 (percent of consumers)
• Table 8-16. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Rural, Suburban, and Urban Environment, 2025 (percent of consumers using each service)
• EDUCATIONAL ATTAINMENT
• Table 8-17. Use of Online Grocery and Meal Kit Delivery Services by Educational Attainment, 2025 (percent of consumers)
• Table 8-18. Use of Convenient Food Ordering Methods in the Last 12 Months by Educational Attainment, 2025 (percent of consumers)
• Table 8-19. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Educational Attainment, 2025 (percent of consumers using each service)
• EMPLOYMENT STATUS
• Table 8-20. Use of Online Grocery and Meal Kit Delivery Services by Employment Status, 2025 (percent of consumers)
• Table 8-21. Use of Convenient Food Ordering Methods in the Last 12 Months by Employment Status, 2025 (percent of consumers)
• Table 8-22. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Employment Status, 2025 (percent of consumers using each service)
• PRESENCE OF CHILDREN IN THE HOUSEHOLD AND MARITAL/PARTNERSHIP STATUS
• Table 8-23. Use of Online Grocery and Meal Kit Delivery Services by Presence of Children in the HH and Marital/Partnership Status, 2025 (percent of consumers)
• Table 8-24. Use of Convenient Food Ordering Methods in the Last 12 Months by Presence of Children in the HH and Marital/Partnership Status, 2025 (percent of consumers)
• Table 8-25. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Presence of Children in the HH and Marital/Partnership Status, 2025 (percent of consumers using each service)
• RACE/ETHNICITY
• Table 8-26. Use of Online Grocery and Meal Kit Delivery Services by Race/Ethnicity, 2025 (percent of consumers)
• Table 8-27. Use of Convenient Food Ordering Methods in the Last 12 Months by Race/Ethnicity, 2025 (percent of consumers)
• Table 8-28. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Race/Ethnicity, 2025 (percent of consumers using each service)
• PLANT-FORWARD CONSUMERS
• Table 8-29. Use of Online Grocery and Meal Kit Delivery Services by Primary Diet/Eating Philosophy, 2025 (percent of consumers)
• Table 8-30. Use of Convenient Food Ordering Methods in the Last 12 Months by Primary Diet/Eating Philosophy, 2025 (percent of consumers)
• Table 8-31. Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Primary Diet/Eating Philosophy, 2025 (percent of consumers using each service)

CHAPTER 9: CONSUMER PSYCHOGRAPHICS

• HIGHLIGHTS
• STRONG OVERLAP WITH CLEAN LABEL IDEALS
• Table 9-1. Use of Convenient Food Ordering Methods in the Last 12 Months by Clean Label Preferences, 2025 (percent of consumers)
• FOOD ATTITUDES
• Table 9-2. Consumer Food Attitudes and Behaviors, 2025 (percent of consumers who agree completely)
• ATTITUDES ON FOOD CONVENIENCE AND BEING BUSY
• Table 9-3. Consumer Attitudes on Food Convenience and Being Busy/Stressed, 2025 (percent of consumers who agree completely)
• GROCERY SHOPPING AND MEAL PLANNING BEHAVIOR
• Table 9-4. Shopping for Groceries from a List by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-5. Adding Items to Grocery Cart (In-Store or Online) on Impulse by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-6. Planning Meals in Advance by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-7. Planning Meals and Shopping around Ingredients Already in the Home by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• WILLINGNESS TO PAY MORE FOR CONVENIENT FOOD DELIVERY OR PREMIUM FOODS
• Table 9-8. Willingness to Pay More for Grocery Delivery by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-9. Willingness to Pay More for Meal Kit Delivery by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-10. Willingness to Pay More for Grocery Pickup by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-11. Willingness to Pay More for Prepared Meal Delivery by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-12. Willingness to Pay More for Organic Foods/Beverages by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-13. Willingness to Pay More for Clean Label Foods/Beverages by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• Table 9-14. Willingness to Pay More for Plant-Based Foods/Beverages by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
• SPECIAL DIETS/EATING RESTRICTIONS/FOOD PREFERENCES
• Table 9-15. Frequency of Currently Following Special Diets/Eating Restrictions/Food Preferences, 2025 (percent of consumers)
• REASONS FOR CONSUMERS ORDERING GROCERIES OR MEAL KITS ONLINE
• Table 9-16. "Why do you order food and beverage groceries online for pickup or shipment/delivery to your home?" 2025 (percent of consumers who use grocery delivery or pickup services)
• Table 9-17. "Why do you have fresh ingredient meal kits delivered?", 2025 (percent of consumers who use meal kit delivery services)
• WHY DO SO MANY ONLINE SHOPPERS NOT SHOP FOR GROCERIES OR MEAL KITS ONLINE?
• Table 9-18. "Why do you not order food or beverage groceries online for pickup?", 2025 (percent of consumers who do not use grocery pickup services)
• Table 9-19. "Why do you not order food and beverage groceries online for delivery/shipment?", 2025 (percent of consumers who do not use grocery delivery services)
• Table 9-20. "Why do you not order meal kits online for delivery?", 2025 (percent of consumers who do not use meal kit delivery services)

CHAPTER 10: PACKAGING AND SUSTAINABILITY TRENDS

• HIGHLIGHTS
• THE BALANCE BETWEEN EFFECTIVE, SUSTAINABLE, AND LOW-COST PACKAGING
• Figure 10-1. Use of Recyclable or Compostable Packaging for Meal Kits for Increased Sustainability
• TARGETING EXCESSIVE PACKAGING FOR REDUCTION AND ELIMINATION
• PROTECTIVE PACKAGING IS IMPORTANT FOR PRODUCT INTEGRITY
• Figure 10-2. Void Fill Used As an Attractive and Elegant Enhancement to a Food Gift
• A SHIFT FROM EXPENSIVE SET-UP BOXES TO OTHER PAPER PACKAGING
• Figure 10-3. Types of Paper Packaging with High Quality Graphics
• REUSABLE PACKAGING
• Figure 10-4. Reusable Grocery Boxes Keep Foods Chilled and Safe during Transit
• Figure 10-5. Reusable Food Packaging and "Waste-Free Delivery"
• OPPORTUNITIES FOR BIODEGRADABLE AND COMPOSTABLE PACKAGING
• Figure 10-6. Compostable Wrappers Used for Chocolate Sold Online
• CONSUMER INSIGHTS ON RECYCLING, HOUSEHOLD WASTE, AND PACKAGING
• What Consumers Think about Sustainability and Sustainable Lifestyles
• Table 10-1. Consumer Opinions on Sustainability, 2025 (percent of consumers)
• Table 10-2. Importance of Practices in Living a Sustainable Lifestyle, 2025 (percent of consumers)
• Recycling and Composting Services
• Table 10-3. Consumer Access to Recycling and Composting Services, 2024 (percent of consumers)
• Table 10-4. Consumer Usage Frequency of Recycling and Composting Services, 2024 (percent of consumers who report using each service)
• Thoughts on Packaging and Waste
• Table 10-5. Consumer Agreement on Statements about Recycling and Packaging Materials, 2024 (percent of consumers)
• Table 10-6. Packaging Types Considered Most Eco-Friendly, 2024 (percent of consumers)
• Table 10-7. Importance of Sustainable and Eco-Friendly Packaging Characteristics, 2024 (percent of consumers)
• Consumers Think that Environmental Responsibility Is Personal
• Table 10-8. Consumer Environmental Attitudes and Behaviors, 2025 (percent of consumers who completely agree)