THE DURATION OF THE DIET HAS EXTENDED TO OVER 10 DAYS

Goodspeed, a leader in temperature-controlled logistics for dietary catering, delivered a total of approximately 25 million ordered meals in 2024. According to Goodspeed's report "The Map of Boxed Diets", Poles most often choose the standard diet (about 32%), followed by the diet with a choice of dishes (18%), and thirdly, catering with a low glycemic index (nearly 10%). The average duration of the boxed diet is increasing – in 2024 it rose to 10.3 days compared to 9.7 days the previous year.

STANDARD DOMINATES, SHARE OF SPECIALIST DIETS GROWS

The so-called “standard”, without excluded products, was the most popular type of diet delivered by Goodspeed in every province in 2024. The highest share of 45.5% was recorded in the Podkarpackie Voivodeship, while the lowest share of the standard option (25.6%) was noted in Mazowieckie. Besides the standard option, Poles were also most likely to order diets with a menu choice and low glycemic index.

In four provinces (Greater Poland, Kujawsko-Pomorskie, Opole, Silesia), instead of a low glycemic index, vegetarian diets were among the TOP 3.

In the last 3 years (2022-2024), there has been a noticeable decline in the share of vegetarian and fish-free diets. The highest share of vegetarian diet deliveries was recorded in the Greater Poland Voivodeship (9.71%), and vegan in Lubusz (1.45%). The vegan diet remains a niche option.

In 2024, there was also a visible increase in the share of specialist diets, such as low glycemic index, gluten-free, sports, or keto.

Clients see dietary catering as an investment in health, rather than just a regular food service. There is a visible decreasing impact of inflation on decisions regarding the purchase of boxed diets, which further demonstrates the strength of this market. The largest delivery markets remain agglomerations such as Warsaw, Kraków, Wrocław, Tri-City, or Poznań. However, we see a significant increase in the popularity of boxed diets in smaller towns and villages year by year, which is why we are constantly expanding our delivery network. This allows catering producers to reach customers all over Poland, significantly reducing logistics costs.

Clients see dietary catering as an investment in health, rather than just a regular food service. There is a visible decreasing impact of inflation on decisions regarding the purchase of boxed diets, which further demonstrates the strength of this market. The largest delivery markets remain agglomerations such as Warsaw, Kraków, Wrocław, Tri-City, or Poznań. However, we see a significant increase in the popularity of boxed diets in smaller towns and villages year by year, which is why we are constantly expanding our delivery network. This allows catering producers to reach customers all over Poland, significantly reducing logistics costs.

— Sylwester Rypina
CEO of Goodspeed

THE MOST AND THE LEAST "CALORIC VOIVODESHIPS"

Most deliveries in Poland (59%) according to data from the Diet Map report, are diets with a lower caloric value up to 1800 kcal.

According to Goodspeed data for 2024, the most diets with a lower caloric value (from 900 to 1800 kcal)

were delivered to consumers in the Opole Voivodeship. The most caloric sets, above 2500 kcal, are most often ordered by consumers from provinces such as: Warmian-Masurian (8.40%), Mazowieckie (7.7%), and Silesian (7.2%).

In the past year, just like in 2023, the most frequently delivered sets were in the following variants: 5-, 3-, and 4-meal.

Price of the diet

Dietary catering remains a competitively priced and convenient solution. The average price of the diet actually paid by the client has not changed over the past years.

The very attractive price of boxed diets averaging around 60 PLN for a five-meal set up to 1500 kcal makes dietary catering remain - in relation to alternatives - a competitively priced and convenient solution. The cost of a set with several meals in the standard option is often lower than home cooking. Thanks to ongoing promotions and flexible offers, dietary catering is available to a wide range of customers. Additionally, the number of single-person households is increasing, for whom cooking alone is not cost-effective either financially or in terms of time, which is why dietary catering is becoming a natural choice for an increasingly broad group of consumers.

— emphasizes Michał Juda
Chief Digital Officer at Goodspeed

RESIDENTS OF SMALLER TOWNS ARE ORDERING DIETARY CATERING MORE AND MORE OFTEN

In 2024, Goodspeed conducted deliveries in all provinces. The most deliveries were made to agglomerations, but more and more often, residents of smaller towns and villages are opting for boxed diets, including rural areas. In response to this trend in 2024, Goodspeed expanded its delivery network by over 500 new locations in the provinces of West Pomerania, Lower Silesia, Pomerania; Kujawsko-Pomorskie, Mazowieckie, Greater Poland, Lubusz, and Łódź.

It is worth noting the growing demand for specialist diets that take into account dietary restrictions, such as the elimination of selected ingredients. The percentage of diets with a menu choice is dynamically increasing, but the development of producers' offerings in this area is another factor that will encourage more Poles to reach for healthy boxes and personalized diets.

— says Jakub Gierasimiuk
Head of Foodango.pl from the Goodspeed group

DYNAMICALLY GROWING DIETARY CATERING MARKET

According to estimates from the PMR Market Expert report "The Market of Dietary Catering in Poland 2024", the value of the dietary catering market at the end of 2024 was 3.5 billion PLN, and by 2029 it may grow to 5.4 billion PLN.