In recent years, delivery meal kits have become one of the biggest trends in the culinary world, with companies like Blue Apron, Plated, and even The New York Times getting in on the action. However, a new report shows that consumers might be abandoning these subscription services en masse just months after subscribing.
Though these pre-packaged ingredient services win over customers with the promise of convenience and reduction of food waste, a new report by Fast Company reveals that up to 90 percent of consumers are dropping their meal kit subscriptions within the first 6 months.
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Research firm 1010data crunched the numbers on customer spending within the burgeoning industry and found that only 50 percent of Blue Apron customers stuck with the service after the second week. This rapid drop in subscribers was similar for competitors like HelloFresh and Plated. Spokespeople from all three companies claimed the 1010data was incorrect, but failed to come forward with counter data.