The healthy recipe box delivery service, Mindful Chef has reported an extraordinary 424% increase in sales as time pressures creep back in and the nation makes a stand to put its health first.
Following a summer of indulgence, the reopening of schools and gyms, and the governments ‘Eat Out to Help Out’ and furlough schemes coming to a close, in the first week of September Mindful Chef saw its frozen ready meal sales triple and the sales of its new ‘speedy’ range of recipes also spiked.
With fears of a second Covid outbreak looming and lockdown measures being reintroduced, making improvements to health and diet is becoming increasingly more important to UK consumers. When asked why they were joining the service, 69% of new Mindful Chef customers cited that they’d done so for health reasons, as well as the quality of ingredients and the convenience of the service.
A survey of 8,000 people conducted in May 2020 at the height of the Covid-19 crisis revealed that an overwhelming proportion of Mindful Chef customers had signed up to the service during the pandemic in search of a healthier diet. As well as looking to improve their health, over 80% of respondents believed that our way of life, including how we work, travel, shop, and socialise, will have changed significantly by the end of this year.
Before the crisis, a third of those surveyed admitted they had never bought groceries online, however 7 in 10 that tried Mindful Chef during lockdown, plan to continue using the service after Covid-19. With sales figures on the rise, Mindful Chef believes that its customers are using September as a marker to re-evaluate their lifestyle, reset their routine and make changes to ensure a healthier diet ahead of the winter months.
Giles Humphries, co-founder of Mindful Chef, said, “Whilst the importance of a healthy diet is widely recognised, it is clear that a huge proportion of us have re-evaluated our health and lifestyle during lockdown and we are now actively prioritising this and making positive steps forward. We are delighted to have helped the nation to discover an easy way to maintain a healthy diet and are also enjoying the process.”