The question might seem innocuous enough, but every time we think about what to make for dinner, our brains are processing hundreds of additional questions.
- Should I be having more variety in my diet?
- What recipe should I make?
- When should I go to the supermarket?
- Will I waste that bunch of celery if I buy it?
- Should I buy the cheap stuff or the organic stuff?
- Do I want convenient or healthy food?
- Can I have both?
HelloFresh, the leading meal kit delivery service delivers everything Australians need for a variety of balanced meals. Providing a convenient solution to the age old question of what to have for dinner.
Eating Up Time
IPSOS’ 2016 report Food CHATs (Consumption, Habits, Attitudes and Trends) indicates Aussie have five priorities when it comes to food: eating more fresh fruit and vegetables (40%), eating smaller portion sizes (31%), reducing sugar intake from food (24%), eating healthier snacks (23%) and cutting down on fat (23%).
Australians would also like to eat more natural sugar substitutes (65%), ‘no added hormone’ beef (55%), organic chicken (46%), stall-free pork (41%), organic beef (40%), plant-based milk alternatives (33%), sugar substitutes (32%) and vegetable protein (31%). The importance of healthy eating is not lost on most of us.
So far, so sensible. Australians understand what we should be eating – what we struggle with is making lifestyle changes with this information. According to Neilsen’s Global Health & Wellness survey 2015, four in five Australians also prefer to cook at home so they are aware of what is in their food, and one in five plans to buy less frozen meals.
So the difficulty comes in when turning these plans into action. A quarter of respondents to the Nelisen Global Health and Wellness survey said they would purchase more fruit (25%) and vegetables (26%) in the next six months. But has it happened?
Delivering the Goods
Certainly, the traditional grocery market has made attempts to address this consumer demand. Barcoded fresh products have exploded in the past ten years, with consumers enjoying the easy to grab and buy products, growing the category by over half a billion ($558 million) since 2005. But the less than desirable environmental impact of these type of packaging is not lost on market disruptors HelloFresh.
With changes in lifestyle meaning consumers are spending less time grocery shopping, convenience offerings are imperative for retailers to maintain customer satisfaction and loyalty. Where HelloFresh is different is that they construct healthy, varied meal plans for the week, metered out into the exact portions required, and delivered directly to your door. Packaging is minimal, and convenience an imperative.
According to IPSOS, provenance is a key factor for two in five of us and outside of supermarkets, the local fruit and veg shop or deli (20%), the local butcher (20%), bakery or bread shop (18%), farmer’s markets (9%) and specialist fish shop (7%) are our most popular shopping destinations. Again, HelloFresh aims to mimic this style of ethical eating, sourcing the freshest ingredients for you, without the hassle of visiting each store dotted around town.
With the fresh food category growing in Australia by 4.4% in the last year, and working hours for average Australians on the rise, it’s not hard to see why grocery delivery solution HelloFresh are fast becoming the option for those wanting to eat healthily, mindfully and ethically, without the stress of: What do you want for dinner?