The food box market - France

The food box market consists of home-delivered food parcels to consumers who have taken out a subscription, usually monthly but also weekly or bi-monthly. The box concept has spread widely in recent years, first developing in the United States with beauty boxes (Birchbox, the sector's leading player, launched its boxes in 2010), then spreading to Europe and many markets at once: beauty and lifestyle products, but also children's clothing, products or games, pet products, bottles of wine, or even food products. In all cases, the main value proposition of the box is generally the discovery of new products, which the box recipient is not accustomed to consuming. Today, the market is highly competitive, with numerous players ranging from start-ups to major brands, and it is also constantly evolving, with a constantly renewed offering: new products, new value propositions such as the convenience of home-delivered products, the claim to eat healthier, etc. Yet the market's potential remains high, since it is estimated that less than a third of French people will be aware of its existence by 2021.