Sales of grocery store meal kits climbed 26 percent in 2017, according to new Nielsen Holdings PLC numbers.
Instore kits generated $154.6 million in sales last year. The growth in meal kit sales contrasts with overall center-store sales, which rose just .1 percent in 2017.
Nine percent of Americans say they’ve purchased a meal kit in the past six months, according to Nielsen. One out of four say they would consider trying a meal kit in the next six months.
Twenty-six percent of meal kit users classify themselves as gourmet cooks, compared to just 16 percent of all U.S. consumers. In contrast, just 9 percent of those who classify themselves as frozen food consumers tried meal kits; 15 percent of all Americans consider themselves frozen food consumers.
In looking at the reasons people buy meal kits, Nielsen found that almost 60 percent say value for the money is extremely important, and 49 percent say low-cost items are important. Fifty-six percent disagree that meal kit services are affordable for everyone.