食料品の未来：オンライン食料品、ミールキット、消費者直販食品（第3版）

2024年には、米国における食料品のオンライン販売は、食料品支出全体の11％を占め、わずか5年前の約4倍になります。成長の原動力となるのは、買い物の時間や配達オプションだけでなく、食事の計画や準備にも便利さを求める消費者の関心です。

「食料品の未来：オンライン食料品、ミールキット、消費者直販食品（第3版）」では、オンライン食品・飲料市場の現在の状況の力学を検証しています。消費者の人口統計、認識、動機、および行動が、食生活の選択と食品の配達および受け取りサービスの利用に関連して調査されます。食品、食生活、健康、および製品パッケージングに関する態度が調査されます。COVID-19の大流行やインフレ時代を含む最近の消費者に対する歴史的動向の影響については、広義の意味でもオンライン食料品市場の文脈でも検討します。

消費者の認識と行動におけるシフトの理由とその意味を、現在と将来の市場機会との関連で分析します。

市場規模データは2019年～2024年の小売売上高レベルで提供され、2025年～2029年および2034年の予測も提供されます。

当レポートでは、以下の製品カテゴリーにおける消費者への飲食品のオンライン小売販売に関する情報を提供します。缶、瓶、またはその他の包装に入った保存可能食品および飲料（アルコール飲料を含む）ミールキットおよび調理済み食品新鮮な果物や野菜などの生鮮食品乳製品および卵製品肉、鶏肉、魚介類ベーカリー製品冷凍食品などを網羅します。

当レポートには、以下の商品のオンライン販売も含まれます。

店舗型食料品店（Kroger、Safeway、ALDIなど）

量販店（Walmart、Targetなど）および倉庫型クラブ（Costco、Sam's Club、BJ'sなど）

オンライン食料品店（例 Amazon、Thrive Market、Hungryroot）

ウェブサイトを通じて自社食品を販売するブランド、消費者への直接販売

ミールキットや惣菜の宅配サービス（HelloFresh、Sakara Life、Factorなど）

自社の労働力を使って様々な店舗で食料品を購入し、顧客に配達するサードパーティ・パック・アンド・デリバリー企業（例 Instacart）。

定期購入、単品注文、デジタルでの集荷・配達を手配する地域の生協やファーマーズマーケットウェブサイトやアプリを通じたオンライン販売（発送や地域配送で顧客に届けられるか、店舗で受け取れるか、カーサイド集荷で受け取れるかは問わない）はすべて含まれます。

目次

第1章 エグゼクティブサマリー

第2章 最近の歴史的動向

• ハイライト
• COVID-19パンデミックはオンライン食料品市場に必要なきっかけとなった
• 価格上昇：サプライチェーンの逼迫からインフレまで
• 個人の経済的幸福感
• 価格上昇は消費者行動に影響を与える
• 家計費の削減
• 価格が上昇するにつれてプライベートブランドはより魅力的になる
• 消費者の大多数は食品価格の高騰に気付いており、多くの人が購入の意思決定を変えている
• 2024年、消費者は食品購入の決定において価格をより重要視する
• 間食と健康的な食習慣
• スナックの動向はオンライン食料品ショッピングにとって重要
• 2023年の間食習慣の変化
• 2025年の間食活動
• セマグルチド薬の使用増加は間食や食習慣を変える可能性がある
• 仕事の習慣
• 仕事の変化と食の動向
• 2023年の在宅勤務
• 在宅勤務の能力と頻度
• コワーキングスペースで働くか在宅勤務するか
• 2024年の仕事習慣
• 典型的な週の勤務
• 典型的な勤務形態
• 2025年の働き方
• 個人的な幸福感
• 2023年にネガティブな精神状態を報告する
• 2024年も続く精神的・身体的健康への影響
• 2025年も陰性症状の上昇が続く
• ストレスレベルと食品・飲料摂取への影響

第3章 概要と市場動向

• ハイライト
• 忙しい消費者にとって、利便性は最大のセールスポイント
• 米国のオンライン食料品ショッピングは他国に比べて遅れているが、拡大と家庭への継続的な普及の機会がある
• クリーンラベルの動向と健康食品への注目の高まり
• 「クリーンラベル」には普遍的な定義はない
• 食品に対する認識における大衆メディアの影響：健康、安全性、環境の持続可能性、そして人間と動物の福祉を精査
• 処理の異なるレベル
• 加工されていない食品と最小限の加工食品
• 加工された料理材料
• 加工食品
• 超加工食品（UPF）
• 一部の食料品は高度に加工されたというイメージを払拭しつつある
• 直接販売業者および宅配業者
• ミールキット、調理済み食事、オンライン食料品でニッチな健康食品市場に課題するDTC企業
• ニッチな訴求力を持つ新しい企業や製品はDTCチャネルを選択する可能性がある
• サブスクリプションは消費者の費用を節約し、売上を伸ばす
• 定期購入と節約と定期注文
• 自分や他の人へのギフトとしてサブスクリプションボックスを活用
• プライベートラベル
• 実店舗がeコマースの選択肢を拡大し、促進する
• 小売店は衝動買いにますます依存している
• プライベートブランド製品は、店舗への来店客数、オンライン販売、小売業者のロイヤルティの向上に貢献
• サードパーティの配送会社を介したオンライン食料品ショッピングの開始
• 食料品店の直接注文オプションの拡大
• 「ダークストア」や食料品フルフィルメントセンターは業務効率を高める
• サードパーティの注文プラットフォームにより、個人経営の店舗でもオンライン食料品の提供が可能に
• 消費者の欲求を満たすオンライン食料品サービスへの継続的な課題
• ピックアップはラストマイルの問題を解決できる
• ミールキット配達サービス
• 有名人の推薦をマーケティング戦略として利用する
• 特定の人口統計と食生活を対象としたミールキットオプション
• 調理済みの食材や食事の選択肢を増やし、時間を節約し、混乱を減らす
• ミールキットは単なる商品ではなく、家庭料理教室のようなサービスでもある
• 定期購入なし/店舗経由でミールキットを提供
• 食事のカスタマイズと必要な準備のレベル
• 価格に敏感な消費者向けの低価格ミールキット
• 食事配達サービス
• 新鮮さと健康にこだわった便利な食事宅配サービス
• 特定の人口統計をターゲットにする
• 地元や地域の食事宅配会社は地元の食材を重視し、全国規模の業者と競争している
• 特別な食事や減量プランに合わせたカスタマイズされた食事の配達
• 地域支援型農業とファーマーズマーケット
• オンラインマーケットプレイスの作成と地元生産者とのコラボレーション
• パートナーシップや新製品の提供を通じてミールキット市場に参入するCSA
• 食品廃棄物に関する懸念
• ほとんどの消費者は食品廃棄物について懸念している
• 食料品の買い物と食事計画行動
• 不完全な、あるいは「醜い」農産物は消費者にとって魅力的な選択肢となっているが、食品廃棄に関する主張は再検討されている

第4章 市場規模、予測、歴史的動向

• ハイライト
• 歴史あるオンライン食料品市場
• フルフィルメントタイプ別市場シェア
• 小売業者カテゴリー別市場シェア
• 製品カテゴリー別市場シェア
• オンライン食料品予測
• ミールキット予測

第5章 食品注文方法の利用とオンラインでの食品購入

• ハイライト
• 2024年以降の食品の持ち帰りと配達方法の利用
• 過去12か月間の使用
• 過去3ヶ月間の使用頻度
• 12か月前と比較した現在の使用頻度
• 今後12ヶ月間で使用される予定の変更
• サービス利用の重複が激しい
• オンライン食料品注文/配達サービスの利用
• アルコール飲料のオンライン購入
• ミールキットおよびサブスクリプションボックスサービスの利用

第6章 成長の機会

• ハイライト
• オンラインショッピングをあまり行わないベビーブーマー世代とサイレント世代をターゲットに
• オンライン食料品ショッピングは高齢者の問題を解決できる
• 高齢者向けミールキットと調理済み食事
• 食料品、ミールキット、調理済み食事の境界線をさらに曖昧にする製品提供の増加
• 子どもと家族向けの食事配達オプションの拡大
• 衝動買いを抑えようとしている顧客へのアピール
• 個別アイテム選定のアウトソーシングのさらなる受け入れ
• ラベルリーダーはオンラインで追加の製品情報を入手可能
• AI搭載音声技術で利便性を向上
• VRとARショッピング体験
• ビデオマーケティングのための人工知能、「ショッピング可能なビデオ」、そしてショッピング体験の向上
• マイクロフルフィルメントは利益と配送速度を向上させる
• ロボット工学とフルフィルメント自動化
• 新しい配送方法
• ドローン配達
• 自動運転車（AV）の配達
• 自宅配達
• シームレスなオムニチャネル体験の創造
• 特別な機会を狙って、あまり頻繁に来店しない顧客の関心を引く
• 期限切れ/在庫処分品をオンラインで販売
• ミールキットや調理済み食事の配達サービスは家庭での食品廃棄物を削減できる

第7章 オンライン食料品、ミールキット、食事配達サービスプロバイダー

• ハイライト
• 合併と買収
• ベンチャーキャピタルは新興企業を刺激しているが、一部の電子食料品店が苦戦しているため統合が進んでいる
• オンライン食料品市場シェア
• Walmart
• Instacart
• Amazon
• Kroger
• Target
• Ahold Delhaize
• ミールキット配達サービスの市場シェア
• HelloFresh
• Home Chef
• Sunbasket
• Blue Apron
• 競合製品およびサービス
• ホームシェフサービスがミールキットや食事配達のコンセプトと競合
• 第三者からのレストラン配達

第8章 消費者の人口統計

• ハイライト
• 性別の動向
• 年齢別の動向
• 世帯収入に基づくパターン
• 地域差
• 都市部、郊外、農村部の消費者
• 学歴
• 雇用状況
• 世帯内の子供の有無と婚姻状況/パートナー関係
• 人種/民族
• 植物を重視する消費者

第9章 消費者心理

• ハイライト
• クリーンラベルの理念との強い重なり
• 食に対する態度
• 食の利便性と忙しさに関する考え方
• 食料品の買い物と食事計画行動
• 便利な食品配達や高級食品に高い金額を支払う意思
• 特別な食事制限/食事の好み
• 消費者が食料品やミールキットをオンラインで注文する理由
• なぜこれほど多くのオンラインショッパーが食料品や食事キットをオンラインで購入しないか

第10章 包装と持続可能性の動向

• ハイライト
• 効果的、持続可能、低コスト包装のバランス
• 過剰包装の削減と廃止を目指す
• 保護包装は製品の完全性にとって重要です
• 高価なセットアップボックスから他の紙包装への移行
• 再利用可能なパッケージ
• 生分解性および堆肥化可能な包装の機会
• リサイクル、家庭ごみ、包装に関する消費者の洞察
• 消費者は持続可能性と持続可能なライフスタイルについてどう考えているか
• リサイクルおよび堆肥化サービス
• 包装と廃棄物に関する考察
• 消費者は環境責任は個人的なものだと考えている

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)