Meal-Kit Brands Rapidly Adopt Certified Wool-Based Insulation
Major meal-kit and grocery delivery brands pursuing EPS-free positioning and reduced landfill liability exposure are increasingly specifying certified wool-based insulation liners with documented thermal performance testing, rather than the conventional EPS foam coolers that dominated the category when certified wool processing capacity was smaller in prior years. This shift commands meaningfully higher unit cost than conventional EPS given the added wool processing and certification testing involved across most qualified producers. Brands report certified wool-based orders now outpacing conventional EPS orders across several major meal-kit accounts tracked this cycle, a clear reversal from just a few years earlier. Adjacent demand is captured in the e-grocery compostable delivery bags market, which MMA expects to grow from USD 0.5 billion in 2025 to USD 1.65 billion by 2036.
Market Impact: Drives roughly 6% of demand








