How Gousto is looking to change perceptions around price
Gousto is focusing communication on the “relative value” it offers as it competes with not only others in the category but supermarkets at both ends of the spectrum.
Recipe subscription boxes have been around for many years, with research by Whistl demonstrating that food is by far the largest category of subscription boxes. In the face of a cost of living crisis and food inflation, however, those businesses are exposed to a variety of market forces that have seen consumers cancel other subscriptions to save money.
It’s why value is so high on the agenda for recipe box business Gousto. It’s particularly important within the category, according to its vice-president of brand Anna Greene as she says the industry “probably suffers from legacy price points, and perceptions of being expensive”.
