The Growth of the Food Kit Market: Using Google Trends

I have covered Google Trends before, but it’s an interesting tool to track what is being searched for on Google. It’s easy to track competitors or substitutes and see the number of searches being made by company name over time and by geography. Here’s an interesting graph on the two main food delivery kits in New Zealand and Uber Eats. Note the rise in searches of Hello Fresh in November - that coincides with an article in the national press comparing market leader My Food Bag with new entrant Hello Fresh. Interestingly, overseas research is pointing to the delivery of food kits and eat-at-home meals being key to growth for supermarket chains and restaurants. More consumers are staying home to eat because of the Netflix binge effect or they work from home, and don't want to fight the traffic and crowds to eat nice food.