Cooking boxes on trend: the taste of yesteryear meets modern freedom!

Cooking boxes on trend: the taste of yesteryear meets modern freedom!

In today's fast-paced world, more and more people are enjoying the benefits of a home-cooked meal without having to sacrifice the time to shop and prepare. The recipe kit market, led by companies like HelloFresh and Quitoque, is theoretically hugely popular. This means that the demand for pre-made boxes containing fresh ingredients and recipes has increased significantly in recent years, especially since the experiences during the Covid-19 pandemic, which has permanently changed many eating habits. Loud Le Figaro Food deliveries were widely used during the lockdown and many people appreciated the opportunity to cook for themselves.

Some pricing models have emerged among the market-leading providers. HelloFresh offers portions starting at 2.86 euros, while Quitoque has a starting price of 3.83 euros. Flexible subscriptions give users the freedom to cancel at any time without making long-term commitments. The food delivery industry is seeing a mixed picture: five years after these first experiences, however, the initial euphoria has worn off and the challenges of the market are still present.

Prices, discounts and user behavior

There are currently attractive offers for new customers at HelloFresh. Shopmium offers a discount of up to 50 euros on the first three boxes, which makes it tempting to enter the world of cooking boxes. After entering a promo code, you will immediately receive a 25 euro discount on the first box, followed by 15 euros on the second and 10 euros on the third order. However, these promotions are subject to conditions and are only valid once per household.

The market forecasts show that sales in the cooking box sector in Germany are estimated at around 447.91 million euros in 2025. Statista reports that annual revenue growth is expected to be 3.88% through 2030, with the number of users potentially increasing to 872.2 thousand. At a time when many consumers value sustainability and healthy eating, interest in organic and locally sourced ingredients has noticeably grown.

Market developments and challenges

However, it is no secret that the economic model of prescription kits is considered fragile. Even as demand increases in cities, many providers are struggling with the challenges of an in-demand industry that is heavily influenced by consumers' living conditions and cultural preferences. The focus on convenience and time savings supports market development, but is hindered by high competition and changing customer needs.

Julien Féré, a marketing partner at Onepoint, explains that Covid-19 has permanently changed many eating habits and cooking is becoming more enjoyable again. However, there is still a long way to go for the market to become firmly established in consumers' everyday lives. History shows that after high times there can also be dry spells, and the need for home-baked food could disappear as quickly as it arose.