Target audience: Meal kit customers in Australia

Selected insights on target audience: Meal kit customers in Australia

• Many meal kit customers have a high annual household income
• Safety has less importance to meal kit customers than to the average consumer
• 26% of meal kit customers are innovators or early adopters of new products
• A relatively high share of meal kit customers think that food & water security is an issue that needs to be addressed
• Meal kit customers remember hearing ads on music portals and streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Australia
• Gender of consumers in Australia
• Level of education in Australia
• Share of consumers in Australia in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Australia live
• Communities where consumers live in Australia
• Accommodation type and home ownership in Australia
• LGBTQ+ status of consumers in Australia

• Most important aspects of life for consumers in Australia
• Top 10 interests of meal kit customers in Australia
• Top 10 hobbies and leisure activities of meal kit customers in Australia
• Top 10 sports activities of meal kit customers in Australia
• Top 10 sports followed by meal kit customers in Australia
• Pets living with meal kit customers in Australia

• Agreement with statements in Australia
• The 10 most important issues facing Australia according to meal kit customers
• Political attitudes of consumers in Australia
• Innovation adopter types based on statements towards innovation by consumers in Australia
• Economic situation in Australia as percieved by meal kit customers
• Perceived personal economic situation of meal kit customers
• Agreement with statements regarding economic concerns of meal kit customers

• Type of media consumers in Australia have been using in the past 4 weeks
• Top 10 social networks used by meal kit customers
• Top 10 channels where meal kit customers in Australia remember coming across digital advertising
• Places where consumers in Australia have come across non-digital advertising in the past 4 weeks