Analysis of Marketing Principles in the Australian Meal Kit Sector

This report analyzes the meal kit segment's growth within the Australian market, highlighting its increasing popularity and profitability. It examines the strategies employed by companies in this sector, focusing on their ability to provide healthy, convenient, and affordable meal solutions. The report references data indicating significant growth, particularly within the online segment, and identifies the target demographic as young families and millennials. Key factors driving consumer adoption include convenience and health consciousness. The report also addresses barriers to customer trust and purchase, suggesting strategies to overcome these challenges and further expand market share. The analysis emphasizes the effective use of business strategies, such as addressing customer barriers, leading to growth in sales. The report concludes that the meal kit industry is poised for continued growth and success in Australia.

Running Head: Marketing Principles
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Marketing Principles
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Marketing Principles 1
Meal Kits Increasing Popular amongst Australian Consumers, Up to 40 Per Cent
The given paper analyze the details about the segment Meal Kits and its growth in the
Australian environment. The paper analyze details about the strategies implemented by the
Meal Kits industry in order to succeed in the competitive environment. The Meal Kits
segment works to provide healthy home cooked meals to the people of Australia. The
company provides easy to use and carry meal kits to the people in the Australian environment
so as to meet their basis needs in an affordable manner. The meal kits segment is growing at a
speed of 40% that is providing profitability to the industry present in this Australian
environment. The given article elaborated the prosperity of the industry along with
examination of strategies implemented by them.
The article clearly states the US data that explained the increasing proportion of meal kits in
brick and mortar business outlets in the year 2018. Although, the brick and mortar
organizational system is outdated, however, in meal kit industry, this business structure acts
profitable for the industry. Looking the data of overall industry, it should be noted that 9% of
share is already taken by online segment for selling meal kits in Australia. Analyzing the
target segment that the meal kit industry target, it should be noted that the meal kits are being
bought by young families and millennial present in Australia. These products are first choice
of people after homemade food because it is an alternative for out of home meal. The
industry majorly targets the people who do not have enough time to make food themselves
but are health conscious as at the same time (B&T Magazine 2020).
Further, analyzing the case of the given industry, it should be noted that the low cost
opportunity and optimum quality product conditions are making it easier for the customers to
initiate purchase. It should be noted that there are two barriers present in this industry, firstly,
low trust of customers on online purchase and secondly, purchase barriers. Thus, if the

Marketing Principles 2
companies present in this industry will eliminate the purchase barriers, then the cost would
subsequently reduce; also the companies should start increasing availability of products in the
environment so as to attain the trust of customers in the environment. Efficient use of
business strategies used in the industry can be clearly identified through increasing sales
growth for meal kits.
Thus, it should be noted that it is a profitable state for the meal kit industry as the segment is
growing due to increasing target market and their demand as well. If the companies would
effectively eliminate the barriers from the environment then they would effectively be able to
capture larger target market.

Marketing Principles 3
References
B&T Magazine., (2020) Nielsen: Meal Kits Increasingly Popular Amongst Australian
Consumers, Up to 40 Per Cent [online]. Available from www.bandt.com.au [accessed on 28
March, 2020].