What's Happening?
Gousto, a meal kit company, has reported an 11% increase in sales for the first half of 2025, reaching £180 million in revenue. The company is shifting its strategy to compete more broadly with supermarkets,
aiming to capture a larger share of the dinnertime market. Gousto has invested in a TV-led advertising campaign and is trialing next-day delivery to enhance its convenience proposition.
Why It's Important?
Gousto's strategic shift to compete with supermarkets highlights the growing competition in the food delivery and meal kit industry. By positioning itself as a convenient alternative to traditional grocery shopping, Gousto is tapping into consumer demand for easy and time-saving meal solutions. This move could disrupt the market dynamics, challenging supermarkets to innovate and adapt to changing consumer behaviors.
What's Next?
Gousto plans to expand its next-day delivery service and continue its focus on convenience and value. The company's ability to maintain growth and compete with supermarkets will depend on its execution of these strategies and its ability to attract and retain customers. The outcome of Gousto's efforts could influence the broader meal kit and grocery delivery market, prompting further innovation and competition.
