A new survey found that in-store purchases of meal kits are more common than digital orders.
A Harris Poll conducted in December 2016 found that one-quarter of all US adults had purchased a meal kit—whether online or in-store—at some point in the past 12 months.
More people said they had made an in-store purchase than had done so digitally: Some 17% had purchased a meal kit in-store, but only 12% had bought one for delivery from services like Blue Apron, Plated or HelloFresh.
The penetration rate for online purchases found in the Harris Poll is lower than the results from surveys conducted by other firms earlier in 2016.
For instance, a survey by Acosta Sales & Marketing conducted in May 2016 found that 30% of US grocery buyers had ordered a meal delivery kit digitally.
And an AYTM Market Research survey in February 2016 found that 19.2% of internet users had used a delivered meal kit at least once.
The Harris and Acosta surveys, while finding different levels of overall meal kit usage, did parallel when it came to usage by age. Both found—unsurprisingly—that younger people were far more likely to have purchased a delivery kit.