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Summary of our market study
The French food box market is estimated at between 40 and 50 million euros.
The box concept originated with beauty boxes in the United States in the 2010s. The global food box market is estimated at $16 billion, and is growing at over 17% a year.
In recent years, the French food box market has boomed, with the number of bouquet subscriptions climbing by 50% between 2017 and 2020. More than 1 million monthly subscribers
The French food box market is now estimated to be worth around 250 million euros. It includes a wide variety of offerings such as beauty, lifestyle, children's items, pet products, wine and food. Food gift sets account for around 18% of this market.
The majority of consumers subscribe for less than 6 months.
The average monthly price of a food subscription box is around 23 euros.
Among the leading players, HelloFresh has seen its annual sales increase by 66%, while Rutabago has announced 12,000 subscribers by 2022.
Market leaders include Rutabago, with its organic and vegetarian offerings, and QuiToque.
Players in the food box market
- HelloFresh has established itself as a titan in the meal kit segment, offering its customers the pleasure of cooking.
- Rutabago is a pioneer for those with a penchant for organic and vegetarian lifestyles.
- Les Commis offers the opportunity to prepare personalized meals with an emphasis on seasonal and responsible sourcing.
- Kitchen Daily and Cheef are for those seeking the ultimate convenience of pre-cooked meals.
- Gourmibox, Degusta Box and La Boîte du Fromager, aimed at connoisseurs and those with a penchant for discovery.
- Comme J'aime, a unique player, taps into the health-conscious segment.
- Qilibri
- Dietbon
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
The food box market consists of home-delivered food parcels to consumers who have taken out a subscription, usually monthly but also weekly or bi-monthly.
The box concept has spread widely in recent years, first developing in the United States with beauty boxes (Birchbox, the sector's leading player, launched its boxes in 2010), then spreading to Europe and many markets at once: beauty and lifestyle products, but also children's clothing, products or games, pet products, bottles of wine, or even food products. In all cases, the main value proposition of the box is generally the discovery of new products, which the box recipient is not accustomed to consuming.
Today, the market is highly competitive, with numerous players ranging from start-ups to major brands, and it is also constantly evolving, with a constantly renewed offering: new products, new value propositions such as the convenience of home-delivered products, the claim to eat healthier, etc. Yet the market's potential remains high, since it is estimated that less than a third of French people will be aware of its existence by 2021.
1.2 The exponential growth of the global market
The global market for boxed meals, which includes the delivery of self-cooked ingredients or ready-made meals that only need to be reheated, is estimated to be worth $**.** billion in ****. It should continue to grow at a very strong pace in the years ahead, with an estimated CAGR of **.*% over the period ...
1.3 The French market
According to Touteslesbox.fr, France's leading box media, by **** there will be *** different boxes in France, with ***,*** monthly box subscribers. In ****, this figure was only ***,***; the study thus estimates a **% growth in the number of box subscribers (***) on the national market between **** and ****. If we estimate the average price of a ...
2 Demand analysis
2.1 Consumer profile
Today, the primary targets of food boxes are women and young people. By ****, women will account for three-quarters of home delivery box customers. While the niche market of boxes for men is a segment with potential that could benefit from further development, food boxes are not affected by the need to ...
2.2 Consumer purchasing behavior
Box consumption highlights
Sales of food boxes are affected by a certain cyclicality from one year to the next. Over the course of the year, they peak at the beginning of the year, when consumers make new resolutions to eat better, for example, and at the end of the summer vacations. ...
2.3 Boxed food market trends
To ensure a box's success at launch, its theme and value proposition need to be clearly defined, so as to stand out easily in consumers' minds. A number of trends are emerging on the market: apero products, delicatessen products, regional products, fresh and natural ingredients for cooking, eco-responsible packaging, and so ...
3 Market structure
3.1 Key market players
The food box market is a market with many players, including a large number of start-ups. Competition is fierce, with many players entering and exiting the market, which means that in reality few really manage to make their mark over the long term. In total, less than **% of the box market ...
3.2 Challenges in food box production and distribution
Production
In the case of box sales, one of the challenges is that the vast majority of operations are concentrated at a certain time of the month, often at the beginning of the month. Numerous resources are mobilized over a short period of time (***), but not for the rest of the ...
3.3 The food box value chain
4 Offer analysis
4.1 Products
As the box market is a new one in which differentiation is a key factor for success, a very wide range of products has been developed over the last ten years. Boxed food products include :
prepared meals (***) cooking ingredient boxes (***) gourmet food boxes (***) charcuterie & sausage boxes (***) cheese boxes (***) tasting boxes (***)
And ...
4.2 Prices
Box pricing is a key criterion for success. It has to bear the cost of the additional service offered by having a box with pre-selected products delivered to your home, but at the same time be sufficiently advantageous so that the consumer doesn't feel he's paying more for products he could ...
4.3 Supply trends
Differentiating products
In a market where there are so many players that few manage to reach and exceed the **,***-subscriber mark, each new start-up has to come up with a real point of differentiation in order to gain a foothold. As the range of products and services becomes ever more extensive, ...
5 Regulations
5.1 Regulations
The food box sector is subject to strict food safety and packaging regulations. In particular, sanitary standards require that perishable foodstuffs be maintained at conservation temperatures throughout the entire transport process. [***] Several types of equipment can be used for transport:
refrigerated container refrigerated container isothermal container heat containers
Storage temperatures for ...
6 Positioning the players
6.1 Segmentation
As the food box market is made up of many small players, many of them do not publish their financial data. We do, however, have the following data:
- HelloFresh
- Rutabago
- La Brigade de Vero
- Seazon - FoodChéri
- Gourmibox
- Genadia
- QuiToque
List of charts presented in this market study
- World market for home-delivered boxed meals
- Breakdown of the home-delivered meals-on-wheels market
- French box market by category
- Profile of box subscribers, by age group
- Profile of box subscribers by gender
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Latest news
HelloFresh opens its first French distribution center in Essonne | HelloFresh opens a center in Essonne - 08/11/2023
- HelloFresh is a German company that has strengthened its presence in France by opening its first assembly and order-picking site
- The company has been present in France for three years
- It has a customer base of 7.1 million and has forecast sales of 7.6 billion by 2022
- In France, Ile-de-France accounts for a third of its orders
- It has opened a 23,000-square-meter warehouse in Essonne 600 jobs for home meal delivery in France
Quitoque about to be sold by Carrefour - 11/09/2023
- Quitoque is a French recipe basket startup founded in 2015.
- The startup is to be sold by Carrefour to Terence Capital, a fund owned by businessman Thierry Le Guénic.
- In 2017, Quitoque had raised four million euros from Isai, 360 Capital and NCI.
- Carrefour bought Quitoque in 2018, valuing the startup at around 60 million euros.
- Quitoque recorded sales of 44.2 million euros in 2021 for a loss of over 8 million euros.
- Terence Capital also has stakes in companies in the food, fashion, cosmetics and sports sectors.
Food boxes: La Brigade de Véro sets its sights on Northern Europe - 13/11/2022
- 2.000 boxes delivered per week in France and Belgium
- Sales of 6 million euros in 2021, forecast of 7.5 million euros in 2022
- 66 employees
- Premium positioning, average basket of 88 euros per person, for an average subscription duration of ten weeks per year
- Target 10 million next year, and 20 million by 2025
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The food box market | France
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