Ambient meal kits heat up with the current  ‘stuck-at-home’ phenomenon as consumers seek fresh innovative ways to prepare meals.
Facing very real issues around financial insecurity,  cost containment and having to adapt to savvy buying behaviours, the home-centric reality of eating at home has become the new eating out.

In the UK, with Coronavirus restrictions causing almost all out-of-home eating occasions to transfer to the home, the results show that 55% of adults are spending more time cooking in their kitchens as behaviour shifts to bringing the outside in.  Consumers are demonstrating stronger interest in skills around home cooking with cooking products,  as from March this year, setting a new trend as one of the developing categories in the UK. Not only for
the purposes of stocking up or trying out new products, but also for replenishment as seen in the near doubling of the number of lunches eaten at home under lockdown.

The growth of recipe boxes and the launch of meal kits by foodservice operators, for instance Patty &  Bun and La Mia Mamma, highlight the opportunities for a sector on the rise, for retailers to invest by enlarging the offer around affordable, inspired,  ambient kits.

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