Our recent survey data shows that only 28% of US households have tried a meal-kit delivery service like HelloFresh, Blue Apron, Freshly, and others. Of those that have tried the service, only 18% are considered regular users (use the service at least monthly).
The concept of a meal-kit delivery service resonates with many households because it is marketed on convenience, quality ingredients, and healthier options than eating out. Over half (55%) of the households that have tried the service have children. Many of these households tried the service with the hopes that it would make their busy lives more manageable. However, the idea of meal-kit services is more [...]