And in more good news for Blue Apron, its customers, generally stay on for longer than they do with the other meal kits surveyed. HelloFresh is the second-most popular, followed by Plated. With people placing such a high value on the cost, it’s no surprise that Blue Apron-which is one of the cheapest options on the market-is the most popular, with almost half (43%) of people reporting they’ve ordered a box, according to Morning Consult. And for those tight on time, meal kits cut down on trips to the grocery store and meal planning.
For those looking for superior ingredients like organic produce and sustainably-raised meat, the cost of a meal kit like Plated is actually cheaper than doing it yourself. Yet when Money tested out the six most popular meal kits, we found that despite the high upfront cost, meal kits can be a good value. Most people said they only used a meal kit service once-likely to take advantage of the low-cost or free first box promotions that are splashed all over social media. Despite raising more than $650 million collectively from venture capital firms, roughly 19% of Americans have actually tried a meal-kit service such as Blue Apron, according to a recent survey of more than 2100 people conducted for Money on behalf of Morning Consult.Īnd for those who did sign up for a subscription (which generally costs $60 per week), the price point is overwhelmingly the reason they quit, according to the survey. Meal-kit services may be the latest food craze vying for your dollar, but consumers seem to be stewing over whether they're worth it.įive years after the first home delivery meal-kit services debuted in the U.S., they’re still struggling to gain momentum.
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