A study on the relationship between purchases of meal kits and home meal replacements

Meal kits and home meal replacements (HMRs) are rapidly growing segments in the convenience food industry. Consequently, numerous studies have examined consumer perceptions of HMR and meal kits, respectively. HMR is an established segment, while meal kits are a recent category. Both segments offer convenience compared to home-cooked meals. However, meal kits offer a wider variety of recipes with fresh ingredients, requiring simple cooking steps to prepare the meal rather than merely heating the food. Despite the commonalities and differences, previous studies have only examined the purchasing behavior and influencing factors of either the meal kits or HMR. However, changes in the purchasing patterns of both segments may be correlated. This study investigates the relationship between consumer purchasing trends of meal kits and HMR and presents practical recommendations regarding the need of consumers for convenience foods.

We conducted a panel regression analysis of consumer purchase data obtained from shopping receipts, spanning the 2019, 2020, and 2021 waves of the Korean Rural Development Administration.

The results show that the purchases of meal kits and HMR increased during the period, suggesting a complementary relationship between the 2. We also found significant increases in purchases within 2 sub-categories of HMR, namely, ready-to-prepare and ready-to-cook, alongside meal kits. These findings were further supported by the results of the sub-regression analysis.

The simultaneous growth of meal kits and HMR indicates that convenience foods continue to play a crucial role in meeting consumer needs in the food industry. In addition, considering the significant growth of the HMR sub-categories with fresh ingredients and cooking, we suggest that companies should aim to satisfy the desire of consumers for both convenience as well as freshness and culinary aspects.