Meal kits face an uphill fight to reach a broad audience, but millennials are considerably more interested in prepared food services—and are likely to be key to their long-term success.
According to a July 2017 study conducted by Fluent LLC, an advertising technology company, 16% of US internet users subscribe to a meal-kit delivery service. But millennials were found to be considerably more likely to subscribe than nonmillennials.
A number of surveys have found somewhat similar results. For example, a Harris Poll in December 2016 found that 25% of US internet users had purchased a meal kit in the past 12 months. That’s higher than the 16% found by Fluent, but Fluent’s survey focused on current subscribers.
Similarly, a Field Agent survey found that 27% of US smartphone users had ordered at least one meal kit.
But also in line with other survey data, the Fluent study found that cost is a significant barrier for many consumers. Fluent asked respondents if they would be interested in a meal kit with fresh ingredients that was priced at $9.95 per serving, and overall 75% said they would not be. Millennials were more likely to say they'd be interested, but even so, 64% indicated they were not.