Food Subscriptions Survey: Buyers Interested in Practical Purchases

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Posted Mar 07, 2017

These days, you can get a subscription for just about anything. You can sign up for services that send you anything from makeup to video games each month or quarter. And according to an infographic from Shorr, many of the top subscription boxes in today’s market include food or drink items. So how many consumers currently have their own food subscriptions? And how many are likely to sign up for such services in the future? We asked 1,000 respondents about their thoughts on subscription boxes, specifically those that include food and drink items.

food subscription

Subscription Boxes

In Ask Your Target Market’s latest online survey, 9% of respondents said that they have subscribed to multiple product subscription boxes in various niches. 22% have subscribed to one or two. And another 20% have subscribed to those services in the past, but don’t anymore.More specifically, 4% of respondents said that they currently subscribe to multiple different food delivery services or subscription boxes. 11% subscribe to just one or two of those services. And another 11% said that they have in the past, but don’t anymore.

Food Subscriptions

According to Personality Radar, those who subscribe to food delivery services are likely to be affluent and tech savvy, but also relatively practical when it comes to making purchase decisions. They also are likely to have other interest areas like travel, finance and entertaining.The most popular food subscription boxes mentioned by respondents include Graze, Blue Apron, HelloFresh and Amazon subscription services. In addition, 69% of those who have subscribed to food boxes said that they’ve been at least somewhat satisfied with the experience, which is a higher satisfaction rate than subscribers as a whole.

Future Subscribers

Looking forward, 43% of respondents said that they would be at least somewhat likely to sign up for new subscription boxes in the next two years. And of those respondents, 68% said they are likely to sign up for food subscription services.Of those who currently subscribe to food delivery services, 61% said that they would be likely to subscribe to new services in the next two years. And 81% of them said that they would be likely to subscribe to food delivery services in particular.

Key Takeaways

Food subscriptions appear to be one of the fastest growing segments within the subscription commerce market. And there are only a few big names within the space. So there’s potentially even more room for brands to make names for themselves in this growing market. When those brands are appealing to consumers, even though they’re likely going to be targeting consumers with some expendable income, it’s important to appeal to their practical side. So brands could potentially target affluent consumers by placing marketing materials in higher end lifestyle magazines or other publications, but then include messaging that shows the practicality of food subscriptions like any money saving or convenient features. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Graze Box by Andrew Booth under CC BY-ND 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on March 5 via AYTM’s online survey panel.

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