Meal Kit Delivery - Japan

  • Japan
  • The Meal Kit Delivery market in Japan is projected to reach a revenue of ¥€1.62bn in 2024.
  • This is expected to result in an annual growth rate (CAGR 2024-2028) of 3.09%, leading to a projected market volume of ¥€1.83bn by 2028.
  • By 2028, the number of users in the Meal Kit Delivery market is expected to reach 4.7m users.
  • The user penetration rate is forecasted to be 3.4% in 2024 and is projected to increase to 3.8% by 2028.
  • The average revenue per user (ARPU) is expected to be ¥€0.38k.
  • In global comparison, in the United States is expected to generate the highest revenue in the Meal Kit Delivery market, reaching €5,161.00m in 2024.
  • Among the countries analyzed, in New Zealand has the highest projected user penetration rate of 7.8%.
  • Japan's meal kit delivery market is experiencing rapid growth, driven by the convenience-seeking consumer culture and emphasis on traditional cuisine.
Comparación de regiones

Analyst Opinion

The Meal Kits market has been an up-and-coming service due to the convenience with most markets dominated by one player, HelloFresh. As a niche market, the customer churn is high, and the customer lifetime value does not always cover the acquisition cost.

Nevertheless, the United States leads all the markets, it is even worth more than half of the revenue generated by HelloFresh. South Korea shows the strongest growth. In 2021, more than 70 percent of South Korean adults were aware of meal kits. Among women the awareness was even higher, exceeding 80 percent. In Europe, the craze has not yet gained traction but shows promise. Sustainability is a big trend in the market as meal kits have less of a carbon footprint than grocery stores.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Visión general

  • Revenue
  • Market Shares
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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