The
niche category of “grocerant” fresh prepared food — including ready-to-eat
(R2E) and heat-n-eat (HNE) meals sold in restaurants, convenience stores,
grocery stores, drug stores and other non-traditional foodservice channels, is
increasingly driven by one universal factor: meal component bundling and
customization. As articulated by the Grocerant Guru®, Steven Johnson
of Tacoma, WA based Foodservice Solutions®, the ability for consumers to mix-and-match
proteins, sides, sauces and formats is a key lever across all sectors.
Millennials
and Gen Z share a strong appetite for customization: as one CSP-cited study
noted, “Millennials love customizing, and customize everything from apparel to
music to newsfeeds.” Likewise, “Gen Z is do-it-yourself oriented … They’re
interested in opportunities to customize their food.”
Retailers, grocerants and operators who want to capture these generations must
evolve accordingly.
Below
are updated data points and trends behind this shift, followed by specific suggestions and
forward-looking insights.
Current Food Industry Facts & Data
1. Market
size and growth
o The
global ready meals (a proxy for fresh-prepared R2E/HNE) market is expected to
grow from ~USD 178.8 billion in 2024 to ~USD 291.3 billion by 2032 — a CAGR of
~6.24%.
o The
global ready-meals market (2021 base) was ~USD 143.9 billion and projected to
~USD 225.3 billion by 2030 (CAGR ~5.1%).
o Within
grocery retail, prepared/foodservice‐within‐store
is increasingly critical: fresh-prepared meals now claim a growing slice of the
U.S. grocery industry, which is valued at ~USD 1.5 trillion.
o In
one survey of families (three-plus persons) in the U.S., 43 % purchased
ready-to-eat grocery store meals more than once a week (especially dinner).
These numbers reinforce that prepared meal customization is not niche—it’s
central.
2. Customization
and convenience drivers
o In
the same SMG study, while convenience and speed (62 %) were key benefits,
shoppers also cited taste (69 %) and ingredient/quality (63 %) as motivators
for ready-to-eat purchases.
o According
to a food-industry blog, grocery stores are increasingly acting like
quick-service restaurants: offering customization, made-to-order options and
fresh prepared foods.
o In
technology and foodservice operations, personalization and customization are
explicitly called out as major drivers. For example, the 2025 foodservice
trends report mentions “Smarter, more personalized kitchens.”
3. Shifting
household/generational dynamics: families, kids, couples
o Families
with children are dining out or ordering out more frequently: a new report
found ~80 % of parents dine or order out weekly, vs ~65 % of couples without
children.
o In
the “kids’ meals” domain, nearly 44 % of U.S. adults say they’ve ordered kids’
meals for themselves, citing smaller portions and value.
These reveal that there’s both a family segment AND a couple/single segment
that are sensitive to portion, value, customization, and convenience.
4. Meal
kits / subscription services and the customization mindset
o The
global food-subscription market (including meal kits) is estimated at USD 6.11
billion in 2025 and projected to reach USD 11.61 billion by 2032 (CAGR ~9.61
%).
o This
high growth underscores how consumers are embracing curated, customizable meal
experiences even at home — which mirrors what can happen in retail/foodservice.
5. Flavor,
format and demographic nuances
o The
2025 demographic & social trends report shows younger diners (Gen Z,
Millennials) gravitate toward bold, global flavors and customizable options,
while older generations still prefer familiar, nutritious foods.
o Another
prepared-meal trends source lists “Global Flavor Mash-ups” and “Personalizable
formats” as among the top trends for 2025.
Applying Meal Customization for Families, Kids &
Couples
Given
the above, customization needs to be differentiated by target household type.
Here’s how to think about it:
·
Family meals
(multi-person, often parents + kids): Families want ease, value, and meals that
satisfy diverse tastes (kids, parents) while still delivering freshness and
convenience. By offering mix-and-match bundles (e.g., choose 3 proteins + 2
sides + family-style sauce/salad package), grocerants and retailers can tap the
“we need dinner done” mindset. Data shows families of three or more are key
purchasers of ready-to-eat meals (43 % more than once a week).
·
Kids / children-oriented meals:
The kids-meal phenomenon is shifting. Adults are ordering kids’ meals for
themselves (44 % have done so) citing portion/price. For foodservice/retail,
that suggests: offer “mini-bundles” that appeal to younger eaters or lighter
appetites, but allow adults to tap them too. (“Choose your protein, side, dip”
for kids; a “build your own kids plate” concept.)
·
Couples / dual-income households /
singles: Many households now are smaller and
time-constrained. These consumers want fresh, premium, customizable, convenient
meals without the excess of a full family-size platter. The data on household
composition, plus the trend toward singles/couples buying fresh prepared meals
(cited in older report) underscores this. For example, customization for
proteins, sides, maybe add-ons or heat-n-eat single-serve bundles is key.
Practical Suggestions from the Grocerant Guru®
With
this backdrop, here are strategic suggestions — building on your original
points — that focus explicitly on customization and mix-and-match bundling:
1. Toppings
/ Build-Your-Own Componentization
Build your food service or grocerant program around inherently customizable
platforms: pizza, panini, quesadillas, flatbreads, grain bowls. Millennials
report more than 50% prefer mashups and combinations of flavors. (In your
original you referenced this.)
But now bring in kids/family/couples’ versions: e.g., “Family Flatbread Kit”
(choose 2 crusts + 3 toppings + side salad + sauce) or “Couples Panini Duo”
(choose 2 proteins + 2 cheeses + 1 side). Kids options might include fewer
toppings but let them pick their sauce and protein.
As the Guru advises: ensure the equipment and layout allow fast build, visible
customization and portability.
2. Bowls
/ Build-Your-Own Bowls
Bowls remain a strong format for younger diners who want customization and
protein-centric formats. Your original note covered this. Expand it: deliver
“Customize-Your-Family Bowl” trio set (3 bowls for 4 people, choose 3 proteins,
2 bases, 3 vegetables, customize sauces) or “Couples’ Bowl Share” (two medium
bowls with different proteins/sides). Kids aperture: “Mini-Bowl Station”
(smaller portion, choice of base + 1 veg + fun sauce).
The customization here satisfies the demand for “fresh, fast, tailored to their
needs.”
3. Mix-and-Match
Combos / Bundles
Create meal-bundles based on mix-and-match logic: e.g., “Select any 2 mains +
any 3 sides + sauce pack” or “Pick your healthy-to-indulgent ratio”. Gen Z is
reported to want both indulgent foods (pizza, doughnuts) and healthy
options (fruit, yogurt) in the same format.
For families: “Family Bundle Pack” (feeds 4-6) where they mix main, sides,
sauces, kid items. For couples: “Date-Night Duo” (choose two mains + 2 sides +
dessert). For kids: “Kids’ Build-Your-Plate” (small protein + side +
mini-dessert) where kids/parents both pick.
Emphasize choice and control in the bundle—allowing consumers to customize
rather than having fixed sets only.
4. Speed
+ Technology + Order-Ahead Customization
Generation Z and Millennials expect speed and convenience; this is enhanced
when combined with customization. Investing in equipment and digital ordering
platforms enables “customize your meal” even in store or via kiosk/app. For
grocerants, as noted: mobile apps, digital kiosks and ordering let customers
customize meals ahead and pick up.
For families: allow parents to pre-select meal bundles ahead of
pickup/drive-thru (less waiting with kids). For couples: offer “order-ahead for
two” customizable bundles that they can tailor and then pick up. For kids:
kiosk at the store where children pick from a limited but fun customization
menu.
Consider the back-of-house: use equipment that can handle customization at
speed (e.g., ventless ovens, multi-zone heating) so build-your-own bundles
don’t slow service.
5. Segment-Specific
Customization
o Families:
Emphasize value + variety + ease of choice. Offer “Kids’ add-on” options within
the bundle (pick one kids’ side or snack) and parental-friendly choices (lean
protein, vegetable side).
o Kids
/ Young dinners: Offer smaller size bundles,
mix-and-match fun formats (choose your protein, your fun sauce, your veggie
side) and family-friendly pricing/portions. Highlight customization as “Your
plate, your choice.”
o Couples
/ Singles: Premium and flexible formats.
Smaller portion bundles, more premium proteins/options, more opportunity to
customize (maybe upscale sides, shareable build-your-own). Emphasize
convenience and freshness.
6. Forward-Looking:
The Guru’s Vision for 2026 +
o Hyper-Customization
& Personalization — The next frontier will be
personalization at the individual level: e.g., allow consumers to save their
“custom bundle profile” (e.g., “My family’s favorite” or “Date night classic”)
in app/loyalty system and reorder with one click. Inventory/production systems
will be more dynamic to support this.
o AI
& Data-Driven Meal Bundles — Back-of-house systems will
increasingly analyze purchase data (segment, family size, favorite
combinations) to pre-build customizable template bundles, optimize ingredient
usage and reduce waste. The 2025 trend report identifies “Smarter, more
personalized kitchens.”
o Cross-Channel
Bundling & Subscription Models — As the food subscription market
grows (CAGR ~9.6 % to 2032) grocerants will begin to offer subscription bundles
for families/couples that allow customization each week: e.g., “Family Meal
Set: pick your 4 mains + 3 sides monthly.” This will blur the line between
grocery prepared meals, meal-kits and grocerants.
o Modular
Meal Kits in Store — Beyond complete ready-to-eat meals,
grocerants will offer “component packs” that let consumers build customized
meals at home or on the go: protein pack + side pack + sauce pack. Families and
couples can pick modules to fit their household, rather than one-size-fits-all.
o Segment
Differentiation inside Bundling Platforms —
Retailers/Operators who build bundling capabilities that are flexed by segment
(kids, families, couples) will out-perform those that offer generic bundles
only. Data shows families and couples have different frequency and behaviors
(e.g., 80 % of parents dine/order weekly vs ~65 % couples without kids).
o Experience
& Storytelling around Bundles — The next layer will be
customization plus experience: e.g., bundle “Globally-Inspired Family Meal Kit”
(choose from cuisine mash-ups), “Date-Night Artisan Bundle,” “Kid’s Interactive
Build Your Plate.” This merges flavor trends (global mash-ups) with
customization.
Think About This
In
short: meal customization via mix-and-match bundling is not just a trendy
add-on—it is fast becoming table stakes in the grocerant / fresh
prepared meal space. Whether you’re serving families, kids or couples, the
ability to personalize components (proteins, sides, sauces), offer the right
portion/premix format, and deliver speed + quality will determine success.
The
data backs it up: strong growth in ready/prepared meals, increasing adoption by
families and smaller households, a customization demand from Millennials/Gen Z,
and a prepared-foods channel that’s evolving rapidly.
If
you’re ready to explore how this could be implemented in your retail or
foodservice environment — customizing the offering by segment (families, kids,
couples) and using the Five P’s of Food Marketing (as your firm uses), I’d be happy to help you craft a plan.
Success Leaves Clues—Are You Ready to Find Yours?
One
key insight that continues to drive success is this: "The consumer is
dynamic, not static." This principle is the foundation of our work at Foodservice
Solutions®, where Steven Johnson, the Grocerant Guru®, has been
helping brands stay relevant in an ever-evolving market.
Want
to strengthen your brand’s connection with today’s consumers? Let’s talk.
Call 253-759-7869 for more information.
Stay Ahead of the Competition with Fresh Ideas
Is
your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s
playbook? If you're ready for fresh ideations that set your brand apart, we’re
here to help.
At
Foodservice Solutions®, we specialize in consumer-driven retail food
strategies that enhance convenience, differentiation, and
individualization—key factors in driving growth.
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