![]() ![]() "Whether or not it's prepared centrally, it's going to feel to the consumer like they just made it: 'I picked it up, and now I'm taking it home to make.' So I think they can compete on quality and freshness." "I think there's going to be a convenience aspect and a quality perception," Hertel said. That added convenience, paired with consumers' longstanding trust in Hy-Vee, means the grocer won't have to undercut the big meal-kit players on price, he said. Hertel said Hy-Vee could win market share by offering meal kits in its stores, rather than in the mail such as subscription services, which often send ingredients for multiple meals in one box. So this is perfect for the Panera generation." They know what high-quality food is, but they have no idea how to make it. "We were the McDonald's generation," Hertel said. Hertel said younger generations care about the integrity of food ingredients, but they don't know much about making those foods themselves. And they have very little ability in the kitchen itself." "It's also a recognition that that millennial shopper or consumer has a high focus on convenience, a high focus on quality and a high focus on speed. "What it really is, is a recognition that the center of gravity in the consumer base has shifted from the baby boomer to the millennial," said Hertel, senior vice president of Chicago-area Willard Bishop, an Inmar analytics company. View Gallery: Photos: Mark Wahlberg at downtown Hy-Vee at Fourth and Court Ave.īut supermarket analyst Jim Hertel said Hy-Vee's investment in prepared foods and meal kits is a smart move and an acknowledgment of how consumer eating patterns continue to evolve. Hy-Vee officials declined to discuss details of the company's expansion or its plans for meal kits. The at-home meal kit market is expected to grow 25 to 30 percent over the next five years, according to Pentallect, a food industry consulting firm in Chicago.Īnd now, after a $13.7 billion purchase of Whole Foods, Amazon has announced plans to enter the meal-kit business. Other stores offer Fresh Meal Kits with pre-measured ingredients and cooking instructions that customers order online and pick up at the store. ![]() ![]() Some locations have been participating in Hy-Vee’s Simple Fix program in which store dietitians help customers create take-home meals. Hy-Vee offers prepared meal kits at some of its stores but does not have a company-wide program. Those companies ship kits that include perfectly portioned ingredients and seasonings with detailed cooking instructions. The move appears to position Hy-Vee to compete for more market share in the $2.2 billion meal-kit business, competing with at-home delivery businesses like Blue Apron and Hello Fresh. ![]()
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