Daily Harvest

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Daily Harvest - Company Demographics

The primary customer demographic of Daily Harvest are busy people who prefer to eat farm-fresh produce, according to reports by CNBC and Business Insider, respectively. The interests of the estimated 556k people who visit the Daily Harvest's website monthly include shopping (clothing), business and industry, fitness, as well as magazines and events, as per SimilarWeb's site analysis. Furthermore, all the 41 customer reviews of Daily Harvest in a report by Influenster were women leaving in areas including California, Florida, New York, Maryland, Ohio, Washington D.C., and others; and most of the comments the company gets on social media are by women.

Unfortunately, there were no reports in the public domain which revealed specific customer demographics information of Daily Harvest, despite researching credible directories such as Business Insider, CNBC, Well & Good, and others. Please, continue reading for a deep dive of our methodology and findings.

Methodology

We began by examining Daily Harvest's website, blog posts, and news articles in search of any information pertinent to the company's customer demographic. Unfortunately, there were only a few anonymous customer reviews on the company's directory with no insights into the demographics of customers that patronize Daily Harvest publicly available.
Therefore, we proceeded to research reports on health-related portals including PureWow, Well & Good, Subscriptionly, and others with the hope to locate publicly available insights into the customer demographics of Daily Harvest. Still, none of these websites provided info explicit to the customer demographics of Daily Harvest in the public domain. However, a report by Well & Good observed that Daily Harvest's customer demographics are busy people who do not have the time to make their own smoothies, while another report by CNBC revealed that Daily Harvest's most significant customer demographics are busy parents. However, these reports did not provide additional details of such demographic pertinent to this request.

Next, we investigated trusted media websites such as Forbes, Business Insider, Money, and others in search of information pertinent to this request. This time, we located general reports about Daily Harvest and some interviews featuring its Founder. From here, we found reports, which further showed that Daily Harvest targeted busy people who prefer to eat farm-fresh products, as per a report by Business Insider.
Hence, due to limited information available in the public domain pertinent to this request, we researched Daily Harvest's Instagram and Facebook accounts to examine the people who engaged most on the company's updates with the hope to glean insights into their demographics. Unfortunately, our findings only showed that most people who dropped positive comments on Daily Harvest's social media accounts were women who looked married, but we could not glean any demographic information about them pertinent to this request, as doing so required that we send a connection request to them.
Also, we investigated review portals including Trust Pilot, Influenster, and others to identify those who reviewed Daily Harvest's products. From this investigation, we found that most customers who reviewed Daily Harvest were women. As per the 41 Daily Harvest's customer reviews on Influenster, all of them were women located in different parts of the US including California, New York, Florida, Arizona, Maryland, and others. Still, as per our investigation, there was no report in the public domain revealing the significant cities Daily Harvest sold most of its products in the US, neither was there any info about the products the company sold more.
Furthermore, as per our research, we found that Daily Harvest operates in the meal-kit services sector. Thus, we researched the customer demographics of Americans that buy such services the most, as a proxy for the required information, as Daily Harvest would most likely be selling to these people, too. Also, we investigated the company's site traffic analysis to locate insights into the interests of people that visit its website to provide some insights into the interests of the customer demographics that visit Daily Harvest's website. This time, we located a report by Money.com, which revealed the typical Americans the buy meal-kit services, as well as the interests of people that visit the Daily Harvest's website by SimilarWeb. Thus, we provided these findings as a proxy for the needed information, as such was not explicitly available in the public domain.

Research findings

OVERVIEW OF DAILY HARVEST'S customer demographics

According to a report by CNBC, Daily Harvest's most significant customer demographics are busy parents and retired people seeking to eat healthily. Also, the report observed that the company targets wellness and fitness enthusiasts in the US. As per information on the Daily Harvest's website, the company targets people whom busy mornings and labor-intensive demands do not allow them the time to prepare a decent smoothie, which indicates that these could likely be married people who are working.

Business Insider's report also observed that the core customer demographic of Daily Harvest are busy people who want to eat healthy farm-fresh produce, while SimilarWeb's site analysis revealed that about 93% of the estimated 556k monthly website visitors from the US have interests such as shopping (clothing), business and industry, fitness, as well as magazines and events. Furthermore, examining comments on the Daily Harvest's Instagram updates and Facebook posts showed that most of them were women who appeared to be married. Unfortunately, there were no reports in the public domain revealing the further customer demographic information required of this request.

OTHER HELPFUL FINDINGS

According to a 2019 review report by Influenster, all the 41 customer reviews of Daily Harvest were women leaving in areas including California, Texas, Florida, New York, Maryland, Ohio, Washington D.C., and few others that did not specify their locations. As per a report by Money.com, the meal-kit services sector, which is where Daily Harvest operates, serves about 19% of Americans. Furthermore, Money.com's survey of over 2,100 of people who patronize meal-kit services revealed that 29% of them are millennials between the ages of 18-29 years. The next most significant demographic of people who use this service in the US are the Gen-Xers between 30 and 44 years at 26%, while just 12% of Americans over 45 years have tried a meal-kit service. Overall, 1 out of 4 people in the US who use this service are urban dwellers while 14% of them leave in rural areas.

Money.com's survey also showed that men at 23% are more likely to patronize a meal-kit service in the US compared to women at 15%. Regarding income, the study revealed that the top subscribers of meal-kit services in the United States earned over $100,000 per annum. Based on above information, it is likely that these are the same customer demographics that patronize meal-kit services are the same ones Daily Harvest targets its business at, considering that reports by Business Insider and CNBC observed that the company's core customer demographics were busy parents.



Sources
Sources

Quotes
  • "While Daily Harvest's most prominent demographic is busy parents, it's also growing sales among the retired who are looking to eat healthily. "They're getting really excited about the prospects of being able to partake in some of these wellness trends and healthy eating movements."
  • "Daily Harvest thinks it stands out from the refined, processed-food competition in the freezer aisle. "Some with a lot of preservatives and salts, and things that you just really don't want to be eating."
Quotes
  • "Even though a smoothie is arguably pretty darned easy to make even for the culinary-challenged, blending up a delicious eight-ingredient smoothie can feel overwhelming and messy when you’re rushing out the door in the morning. "
Quotes
  • "It can be difficult to incorporate healthy foods into our busy lives. I’ve tried a few meal kits, but these still take a bit of time, which I don’t always have."
Quotes
  • "Despite raising more than $650 million collectively from venture capital firms, roughly 19% of Americans have actually tried a meal-kit service such as Blue Apron, according to a recent survey of more than 2100 people conducted for MONEY on behalf of Morning Consult."
  • "According to the survey data, about 29% of millennials (those aged 18-29) and 26% of Gen-Xers (those aged 30-44) report trying a meal kit service, compared to only 12% of those over age 45 say they’ve tested them out. And 1 in 4 of those who have tried a meal kit are urban dwellers, as opposed to only 14% of those living in rural areas."
  • "Generally, men are slightly more likely to order a meal kit, with 23% saying they’ve used a service as opposed to only 15% of women. And those with more disposable income are definitely more game to try meal kit services: among income brackets, those earning over $100,000 were the top subscribers."