Meal kits are a powerful tool for grocery retailers to build customer loyalty and compete with restaurants.

According to Cincinnati-based The Kroger Co.’s 84.51° October 2024 Real Time Insights Survey, consumers are asking for help with meal planning and prepping. 

The retailer’s market research division surveyed consumers who had shopped at Kroger within the previous three months.

The survey found that grocery planning is most challenging for younger consumers.

When asked to rate the ease of planning their grocery shopping, the youngest age group, 18-34, rated it 26%. The next group, ages 35-54, rated the ease of grocery planning 33%. The oldest group surveyed, ages 55-74, was a little more confident in grocery planning with a 46% rating.

For meal planning and prepping, the three age groups found it equally challenging with ratings of 30%, 27%, and 31%, from youngest to oldest.

Based on survey responses, the top five ways a retailer can make planning for grocery shopping easier are the following:

1. Improving online shopping list functionality, including real-time inventory updates.
2. Providing a broad range of digital coupons, with a preference for automatic application.
3. Offering recipe suggestions linked to shopping lists, catering to diverse dietary preferences.
4. Ensuring accurate pricing and stock information on apps and websites.
5. Maintaining consistent store layouts and clear signage to improve the ease of locating products.

The top five ways consumers said retailers could make meal prepping and cooking easier are the following:

1. Increasing the variety and affordability of meal kits and grab-and-go options, catering to different household sizes and dietary restrictions.
2. Providing recipe ideas or cards conveniently placed in-store and offering digital recipes tailored to customers’ purchases and preferences.
3. Offering better deals on prepared foods and meal kits.
4. Selling competitively priced pre-cut or prepared ingredients to save customers’ time.
5. Enhancing the selection of healthier and dietary-specific ready-made meals to meet the needs of various customers.

Health is in the eye of the beholder

It is important to note that on both lists, consumers emphasized the need for personalization to accommodate their varied dietary preferences.

“Health-conscious shopping was mentioned for seeking more healthy, organic, and vegan options,” 84.51° said.

While health has been a consistently high priority for consumers in 2025, consumers’ interpretations of a healthy meal are not universal. 

The 84.51° survey identified the top three nutritional benefits each age group wants and how they rank them.

• Ages 18-34: Functional benefits, high protein, clean ingredients
• Ages 35-54: High protein, clean ingredients, functional benefits
• Ages 55-74: High protein, low sodium, functional benefits

Across all age groups, the top health benefits consumers want to see more innovation in are the following:

1. High protein (51%)
2. Clean ingredients (43%)
3. Functional benefits (40%)
4. Low sodium (37%)
5. High fiber (36%)
6. Rich in antioxidants (33%)
7. Low calorie (32%)
8. Low fat (26%)
9. Organic (25%)
10. High in calcium (20%)
11. Gluten-free (12%)
12. Allergen-free (10%)
13. Vegan (8%)

84.51° also noted some differences between how men and women answered this question. According to the survey, more female shoppers (30%) seek innovative products with low fat ingredients than men (19%). This was the same for clean ingredients (48% versus 35%) and organic (29% versus 19%.)

Working with technology, not against it

One main concern that consumers expressed with planning grocery shopping was products being out of stock and inventory not being updated in real time on e-commerce platforms.

Meal kits can be a quick fix to this planning problem, as all ingredients are packaged together. Consumers do not have to worry about one key ingredient being out of stock and messing up their entire online order.

As consumers are continuing to embrace technology in their grocery shopping, it will be important for stores to photograph their meal kits well to show everything included when shoppers are browsing on an app like Instacart, DoorDash, or a retailer’s own website.

“Customers predict an evolution in grocery shopping over the next 2-3 years, primarily driven by technological advancements,” 84.51° said. “A common theme is an increased reliance on digital channels, with many expecting to use smartphones, apps, and online platforms more frequently for both shopping and meal planning.”

According to the 84.51° survey, 38% of shoppers currently use recipe apps and plan to continue to use them, while 31% do not use them yet but plan to in the future. Only 10% are currently using meal planning apps, but 44% expect to in the future. There is also a big increase expected for price comparison apps, with 13% currently using them and 45% planning to use them in the future.

“Cost-conscious behavior is another recurring theme, as many customers anticipate shopping for deals, using more coupons, and shifting towards bulk purchasing and generic brands due to rising prices,” 84.51° said. “Some responses also suggest a rise in online ordering and grocery delivery services, hinting at a potential decline in traditional in-store shopping.”

For the value of meal kits to shine, retailers should highlight how shoppers are only paying for exactly what they will use, rather than buying an ingredient in bulk, which may be cheaper per ounce, but leads to potential food waste if they only need to use a small amount for a recipe and it spoils before they are able to finish all of it.

As consumers also requested better deals on meal kits in the survey, retailers could offer both premium meal kits with higher-end ingredients and budget-friendly meal kits with lower-cost ingredients to keep the final price point down.

Meijer expands media reach

In January, Grand Rapids, Mich.-based Meijer Media, the media network for the Midwest retailer, launched two new advertising strategies: Pinterest and Online Video (OLV)/Connect TV (CTV). Both new initiatives require the use of visually engaging content that tells a story to connect with consumers. 

"Our new advertising offerings reflect our commitment to connecting brands with shoppers in meaningful and innovative ways," said Jeff Leitch, director of Meijer Media. "By combining creative storytelling, data-driven targeting, and strategic media partners, we're empowering brands to engage customers at every step of their journey and deliver measurable results."

On Pinterest, Meijer Media will create content intended to boost product discovery.

“Meijer Media's campaigns on Pinterest will leverage its first-party data to create personalized, visually rich experiences aligned with customer preferences,” the company said. “By tapping into key retail moments such as back-to-school, holiday shopping, and seasonal cleanups, these campaigns drive meaningful connections that lead to conversions.”

Following that strategy, Pinterest could be a great place to highlight new seasonal meal kits available, both branded and private label.

On OLV and CTV, Meijer Media plans to drive brand awareness.

“These campaigns will showcase product innovations, reinforce brand equity, and tap into the emotional power of video to connect with highly engaged viewers,” the company said. “By blending creativity with technology, Meijer Media continues to redefine what's possible in retail advertising.”

Videos showing how to cook meal kits at home could be a great way to showcase everything that comes with it and what the finished meal looks like.

“Meijer Media invites brands to explore these dynamic new platforms and discover how innovative storytelling, data-driven targeting, and strategic partnerships can transform their marketing efforts,” the company said.

Celebrity chefs

In February, Kroger’s Chicago-based Home Chef brand launched a new partnership with celebrity chef, author, and Sweet July founder Ayesha Curry.

The four-week promotion featured a different recipe from Curry’s kitchen and books each week.

Some of the recipes featured included the following:

• Jerk-Style Chicken and Rice Bowl with mango salsa
• Sweet Sambal Yellowtail with coconut-lime rice
• Mezze-Style Flatbread with feta and olives
• Hot Honey Fried Chicken Wrap with pickles and slaw
• Pan-Seared Filet Mignon with brown butter-apple-sweet potato mash

Shoppers were able to place orders through March 14, plus enter a giveaway through March 4.

Home Chef offered the chance for five winners to receive three beverage kits that pair with Curry’s meals (a Spicy Pineapple Margarita, a Ginger Orange Spritzer mocktail, a bottle of Domaine Curry Cabernet Sauvignon and a Sweet July Telegraph Collection Dimple Cup), along with a $100 Home Chef gift card. To enter, consumers commented on the recipe they were most excited to try on Home Chef’s Instagram post.

"Partnering with Home Chef to bring some of my favorite recipes into people's homes has been such an amazing experience," Curry said. "As someone who's always on the go — whether traveling for work or having fun with my family — I know how much of a game-changer it is to have ingredients delivered to your home to make fresh meals easily. I love that I can bring a little bit of my kitchen straight to your table with Home Chef, in a way that's convenient and packed with flavor."

While the Home Chef x Ayesha Curry collection was not available in stores, Kroger does offer other Home Chef meal kits and prepared foods in its retail stores.

“Yes, Chef”

Meal kit insights from the New York-based Specialty Food Association’s 2025 Trendspotter Panel

• “Building on the Summer 2024 trend of Upscaling at Home, look for a proliferation of ‘cheffy kits for the home cook,’” said Clara Park.
• “Consumers are increasingly seeking gourmet-quality meals in convenient formats,” said Kantha Shelke.
• “Economic concerns are a major factor driving this trend,” said Jonathan Deutsch. “Restaurant visits may decrease in favor of restaurant quality meals at home thanks to some great home cooking equipment along with more access to top products such as Japanese Wagyu, truffles, and fine oils and cheeses. A splurge to be sure, but still a fraction of the cost of a restaurant meal.”
• “With inflation hitting our pockets at the store and especially restaurants, people, especially those with families, will once again return to cooking fresh meals with cultural and flavorful twists,” said V. Sheree Williams.

Meal kit insights from Circana

Kitchen Audit

Consumers across generations are focused on quicker meal prep, often using pre-cooked ingredients. As home cooking rises and dining out declines, reliance on social media for recipes has surged. TikTok is Gen Z’s top online source but is used less often by other generations. Millennials and Gen Xers are expanding their skills through frequent recipe use, while older Gen Zers, who honed their cooking abilities during the pandemic, now see themselves as accomplished home cooks. Despite fewer stock-up trips, consumers opt for just-in-time supplies due to cost pressures, creating new opportunities as digital platforms shape kitchen habits.

Future of Dinner

• While Gen X prefers dinners that require minimal preparation and few ingredients, Gen Z consumers increasingly invest in special occasion dinners as they hone their kitchen skills, while also seeking no-prep dinner solutions. In fact, half of all dinners are ready in 15 minutes or less.
• Gen Z consumers are just starting to learn their way around a kitchen and will want to advance their cooking skills but also balance quick dinner meals. They also are more likely to indulge in their favorite dishes at dinner or have a treat or reward for dinner. For Gen Z, the key projected categories through 2026 include center-of-plate proteins, breakfast foods, and ready-to-eat snack foods.
• Older Gen Z consumers will lean on recipes and participate in invested dinner occasions as they begin living independently and are the most likely to choose an item at dinner strictly because they do not want to cook.
• Gen X consumers will continue choosing dinners that satisfy their cravings and tastes, as well as their favorite dishes. Gen X will also make dinners with items on hand more often than younger generations. Combination dishes, such as rice bowls, are expected to grow over the next two years, driven by Gen X consumers who won’t be increasing their use of traditional center-of-plate proteins at dinner. Instead, they are opting for more diverse meal options that blend flavors and ingredients.

“More than one-third of dinners are motivated by a need for connectedness, and how consumers meet this need depends on various factors,” said Darren Seifer, industry advisor, Consumer Goods and Foodservice, Circana. “With the shifting demographics of our population, such as Gen Z entering adulthood, we can expect corresponding shifts in dinner foods and preparation methods. It’s crucial to take a closer look at these varying consumer behaviors to meet their growing needs.”

Labor-saving strategies — so many SKUs, so little time

One way for supermarkets to stand out with their meal kit offerings and stay ahead of competition is to offer consumers plenty of options for customization.

When ordering food from a restaurant, consumers are often able to request substitutions for their dietary preferences, but it is not always guaranteed that the kitchen will accommodate them.

For the foodie who wants to have more control over what goes into their meal but still wants restaurant-quality results and easy meal prep, meal kits can be the perfect solution — as long as they can find one that suits their needs.

For the retailer, it may seem daunting to assemble and merchandise multiple versions of the same meal kit, when there are so many other meal kits and grab-and-go prepared foods. It is important to have a strategy that is easy for employees to keep track of, to save them time and effort.

One strategy is to identify the “heart” of the meal kit, the main flavor that will be in every version of it. For example, an Asian-fusion meal kit could be a Teriyaki stir fry with vegetables. Every version of this meal kit will have the same Teriyaki sauce and seasoning packets, along with fresh-cut peppers and onions from the produce department. The colorful vegetables will be the brightest, most attractive part of the meal kit to grab shoppers’ attention.

Including a seasoning packet in addition to a sauce packet in the meal kit is important, as some health-conscious consumers may opt to skip the sauce to reduce their sugar or sodium intake. A spice blend that still provides enough flavor on its own adds value to the meal kit. Nutritional information for the meal prepared with and without the sauce could be provided to communicate this option.

The rest of the meal kit will have individually packaged ingredients that can easily be swapped out to create multiple SKUs. Some consumers might prefer the texture and added health benefits of brown rice or a long-grain, wild rice blend, while others want traditional white rice. Consumers might also want to swap the rice out entirely for fresh noodles. Everything else in the kit that creates the flavor can stay the same while the carbohydrates are interchangeable.

Now, with little effort, there are several different meal kits to choose from: Teriyaki stir-fried noodles with vegetables, Teriyaki stir-fried white rice with vegetables, Teriyaki stir-fried brown rice with vegetables, or even Teriyaki stir-fried ancient grains with vegetables.

The meal kits with rice would have a note that the consumer will need cooking oil and one egg, like the instructions on a boxed baking mix.

For simplicity, these meal kits can be merchandised next to ready-to-cook protein options that are packaged and sold separately. As high protein is currently important to consumers, this allows the shopper to choose from a variety of chicken, beef, pork, seafood, tofu, and more, without the retailer having to put together endless combinations of different proteins and grains in the meal kits.

Consumers also have the option to skip the protein and cook the stir fry as a side dish with something else if they would like.

If the stir fry meal kit is a hit, retailers can keep the same format and introduce a new sauce and seasoning packet for repeat customers to try new flavors and cuisines, such as such as teriyaki, oyster, Mapo tofu, General Tso’s, kung pao, Korean barbecue, Thai basil, sweet & sour, and more.

This level of customization across all meal kit offerings can set a retailer’s meal kit program apart and make it a destination to return to.

The same strategy can be applied to a Latin-fusion fajita meal kit with fresh vegetables, black beans, cheese, seasoning and sauce packets, and choices of white rice, brown rice, miniature corn tortillas, or miniature flour tortillas.

The choices give consumers positive feelings of creativity and autonomy, while the structured portions of sauces and seasonings give them confidence in their home cooking.

If consumers feel good about themselves while interacting with the meal kit, they will associate those positive feelings with the store and build trust and loyalty with the brand.