Age-Based Differences in Consumer-Perceived Meal Kit Benefits and Concerns

This study assessed the benefits and concerns associated with meal kit consumption and examined variations across different age groups. An online survey was conducted among 400 consumers who had purchased and prepared meal kits within the past two weeks. The respondents were distributed evenly across age groups ranging from their 20s to 50s, with an equal gender ratio. The results suggested that convenience was the most highly recognized benefit (4.05), followed by taste diversity (3.87), cost-effectiveness (3.52), and quality (3.35). Significant age-related differences were observed in the perceptions of quality (p<0.05) and cost-effectiveness (p<0.05), with older consumers, particularly those in their 50s, rating these aspects lower than younger age groups. Concerns about meal kits were categorized into four areas: food safety and hygiene, cost and value, usability, and quality assurance. Among these, quality assurance concerns received the highest score (3.37). Significant age-related differences were observed in the concerns about food safety and hygiene (p<0.001) and cost and value (p<0.01), with older consumers expressing greater apprehension regarding food safety and hygiene. The findings suggest that enhancing trust in meal kit quality and safety, particularly among older consumers, could strengthen market competitiveness. Strategies such as incorporating high-quality ingredients, ensuring balanced nutrition, and developing premium product lines tailored to middle-aged consumers may be effective. In addition, implementing customized pricing strategies based on age-specific price sensitivities is recommended. This study offers practical insights for key stakeholders in the meal kit industry, including manufacturers, distributors, and policymakers and provides strategic recommendations for future product development and market sustainability.