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Is the Home Kitchen Dead?

Is the Home Kitchen Dead?

Is the kitchen dead? Investment firm UBS came out with a report which posited that by the year 2030, delivery could replace most meals cooked at home.

Yes.

The people burying the knife in the back of the kitchen? Millennials. Well, not just millennials. Robots, delivery apps and virtual kitchens would all play their part in killing off the kitchen.

And if you look around today, it’s not hard to reach that same conclusion. Services like UberEats are growing rapidly. And startups like Renegade BCS are launching commercial kitchens so restaurants can meet the demand for delivery.

Bolstering these trends are generational shifts. Millennials spend less on groceries and more on eating out, and they can’t identify a garlic press or roast a chicken.

No.

A new Datassential report shows that millennials over index when it comes to the types of cooking tools used (juicers, sous vide wands, Instant Pots, etc.). So millennials use the kitchen, they just do so differently than other generations.

David Portalatin, Vice President, Industry Advisor at NPD goes on to write:

“In our daily research of U.S. consumers’ eating behaviors, we consistently show that four out of five meals are prepared at home, and although the relationship of in-home prepared meals versus those sourced away-from-home has been stable for a few years, we still prepare more meals at home than we did a decade ago.”

Maybe So?

Portalatin predicts that what will happen is we will blend meals we make at home with ready-to-eat items we buy from outside the home. It’s easy to see how something like grocery-store bought meal kits fits nicely into this scenario. You’re basically buying all the ingredients to make a meal at home, just without so much of the work.

Already, grocery retailers are setting themselves up for such a blended future. Kroger purchased meal kit company Home Chef, and Albertsons owns Plated, while Walmart and Amazon (via Whole Foods) offer their own branded meal kits. This isn’t to say that meal kits will dominate every dinner, but they offer a flexible and convenient option for consumers looking to eat a complete meal at home without having to do a ton of work.

You can even see this on the hardware side as appliances like the June oven, or Tovala or the forthcoming Suvie or Brava ovens look to take over most of the work in making a meal. Right now those devices are expensive, but they will get cheaper, which will cause their own evolutionary pushes in the kitchen.

The kitchen as older generations have known it is dying, but that’s not just because of delivery, it’s also because we have a wave of newer, safer, and more robust cooking tools like Instant Pots and Tovalas that are changing how we cook.

Will it die off completely? Unlikely. There will always be hungry people in houses looking for reach-in-the-pantry-or-microwave levels of instant gratification. Not to mention people who just plain like to cook.

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