Home-Meal Subscriptions Expected to Keep Growing

SAN FRANCISCO—During 2020 as the pandemic kept people in their homes, the popularity of meal kits took off. But as COVID-19 restrictions disappear and consumers return to relatively normal routines, will they still want home-meal subscriptions? Gobble meal kits says yes, Retail Leader reports.

Many consumers view meal kits as an alternative to traditional grocery shopping. Overall, subscription enrollment jumped 41% across several industries when compared to the pre-pandemic January 2020 baseline, according to Ordergroove. Gobble experienced a fourfold bump in demand for its meal kits designed for busy professionals.

In a June survey, “80% of Gobble members say they will continue relying on Gobble meal prep and fast dinner kits post COVID,” Ooshma Garg, founder and CEO said. “You might think folks will go back to the grocery store, but 66% shared they plan to maintain their pandemic level of grocery shopping.”

Subscription services likely will continue to grow. USB financial services predicted the overall subscription economy will reach $1.5 trillion by 2025 as more brands and retailers launch their own services. For example, earlier this year, Cola-Cola re-launched its insiders subscription program. Circle K started trialing its beverage subscription, “Sip & Save,” in May before rolling out a summer promotion designed to boost subscriptions.

Over the years, consumers have come to embrace subscription services. Read more about our new “Subscription Society” in NACS Magazine.

Merchandising Home meal replacement