The meal kit phenomenon
Spreading their flavor or losing it?

35%

of Americans have tried a meal kit in the past, 11% just once

18%

among those who have tried meal kits so far have actually subscribed to it

64%

of meal kit subscribers have canceled their subscription in the past year

Meal kits have gained a lot of popularity in recent years, with several brands now increasing their presence offline as well, essentially ending meal kits’ subscription-only service. Piplsay conducted this nationwide study to find out how the meal kit phenomenon has grown in the country, if at all. Meal kit companies, restaurants as well as retailers, can leverage this data in their decision making.

Meal kits are fast becoming a preferred alternative to ordering restaurant meals, particularly to consumers wanting fewer trips to the grocery stores. Still, just over one-third of Americans have tried meal kits in the past year, with several taking advantage of the introductory offers or their offline availability.

Eight years since meal-kit subscription services first entered the country, how have Americans taken to this phenomenon? Piplsay polled 31,635 Americans to get the details. Here’s a summary of what we found:

The Meal Kit Phenomenon

Other insights

  • 50% of Millennials have tried meal kit in the past one year as compared to 41% of Gen Zers
  • 47% of millennials and 38% of Gen Zers canceled their meal kit subscription as they found it expensive
  • 23% of women will not go for a meal kit subscription because of its high cost as compared to 16% of men
  • Men prefer Amazon meal kits the most while women prefer Hello Fresh delivery services

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US in the month of March 2020. We received 31,635 online responses from individuals aged 18 years and older.

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