Only 10% of U.S. consumers subscribe to a meal kit service — but the ones who do are creatures of habit, brand-loyal, and highly targetable. Alliant’s newest Behavioral Insights report breaks down exactly how these subscribers think, shop, and choose.

Inside the report, you’ll discover:

• Which brands dominate the category and how usage frequency splits between weekly, monthly, and occasional preparers
• The real purchase drivers — cost and convenience top the list, but lifestyle fit is closing in fast
• Why brand trust, not quality or recognition, is the single biggest factor in brand selection
• Actionable marketing implications for segmenting audiences and sharpening messaging

Whether you’re building acquisition campaigns, refining audience segments, or benchmarking category behavior, this data-backed snapshot gives you a fast, credible read on the meal kit subscriber mindset.

Download the full report to see the complete breakdown.