Data underlying the research: Ups and downs of meal kit delivery services: Exploratory analysis of post-pandemic drivers of satisfaction and retention
doi: 10.4121/99ae76af-c56c-4b70-bb21-0f1c1b32ddc1
CC0The coronavirus pandemic accelerated the growth of the meal kit delivery services (MKDS) industry. Meal kit providers experienced modest growth prior to COVID, but sales increased considerably during the pandemic. As online shoppers appreciated this service during the pandemic, new habits were adopted but many question remains as to whether these new habits will persist in a post-pandemic new normal. Indeed, the MKDS market is beginning to decline and is facing strong headwinds. We conducted a study designed to measure consumer intentions and attitudes towards MKDS in a post-pandemic context. This article reports on the results of a Canada-wide survey of 475 meal kits subscribers regarding their purchase and consumption experiences. The results provide new insights related to MKDS, such as gender differences in purchase behaviour, the important role of the family life cycle, and the influence of familiarity in driving customer satisfaction. We also identify promising avenues for future research as well as recommendations for MKDS companies to improve customer satisfaction and, hopefully, to lower customer churn.
- 2023-06-02 first online, published, posted
- Agri-Food Analytics Lab [more info...] Dalhousie University
Concordia University
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