Introduction to Marketing: Blue Apron
Target Market
The target market for Blue Apron, a company that is dedicated to delivering fresh
ingredients and reducing food waste, is based on a certain lifestyle. The CNBC article which
talks about the meal kit delivery industry explains that the consumers who use Blue Apron and
other meal kit services seek fresh ingredients, convenience and unique recipes. As a delivery
service, Blue Apron’s target market is primarily to individuals and families that want high
quality meals but may not have the time to shop for groceries, whether it is due to hectic work
schedules, watching over the kids, or too much distance from the nearest grocery store. To Blue
Apron’s customers, the convenience of fresh, delivered ingredients is definitely the most
attractive part of its business.
