Consumer Acceptance and Market Potential of Subscription-Based Meal Delivery Models in Urban Workforces

Abstract

The rapid urbanization, rising disposable incomes, and increasingly time-constrained lifestyles of working professionals have accelerated the growth of subscription-based meal delivery models (SBMDMs). These models aim to provide convenient, healthy, and time- efficient food solutions through recurring meal subscriptions. The present study examines consumer acceptance and market potential of SBMDMs among urban workforces, with particular emphasis on prepared meal and meal-kit services. Using secondary data and analytical review, the research identifies key drivers such as convenience, time savings, health consciousness, and digital engagement, while also highlighting challenges like high customer churn, pricing sensitivity, and operational constraints. The study concludes that while SBMDMs possess strong growth potential, long-term sustainability depends on retention strategies, personalization, and efficient logistics.