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Last month, DoorDash announced a partnership with Klarna to introduce Buy Now, Pay Later (BNPL) services for its users in the coming months. This collaboration aims to give customers more flexibility at checkout, allowing them to pay in full, split their total into four installments, or defer payment to a later date. While the move caters to the demand for flexible payment options—particularly during times of economic uncertainty—it also raises concerns about the financial impact of BNPL, especially as many consumers struggle to keep up with their bills.
In light of the news, CivicScience took a closer look at the state of Buy Now, Pay Later, debt, and consumer sentiment toward the new partnership.
Answer our Poll: What do you think about BNPL for food delivery?
The State of Buy Now, Pay Later and Debt
According to ongoing CivicScience data, BNPL usage rose from 25% in 2021 to 31% in 2022, marking a six-percentage-point increase. Since then, usage has remained relatively steady, reaching 36% as of April 2025. Meanwhile, 11% of consumers have not used BNPL but intend to—matching 2021 levels—while the remaining 53% have no interest in these payment services.
Along with a slight year-over-year rise in BNPL usage, 30% of U.S. adults now feel uncomfortable with the amount of debt they have as of Q1 2025. This figure has remained relatively stable over the last year, down two percentage points from this time last year. A plurality (46%) feel comfortable with their debt levels, and 24% are neutral about them – with the percentage feeling comfortable up two percentage points from Q1 2024, and the percentage neutral unchanged over the same time period.
Older Americans (65+) are the most likely to feel comfortable with their debt (66%), while Millennials (30-44) report the highest levels of discomfort (36%). Meanwhile, Gen Z adults (18-29) are the most likely to feel neutral about their debt (31%).
Weigh In: Do you think “buy now, pay later” services are generally positive or negative?
DoorDash and Klarna Partnership
Given the current state of BNPL and debt comfortability, new CivicScience data show that 30% of DoorDash users say they would be ‘somewhat’ or ‘very’ likely to use BNPL services when ordering through the platform. This figure increases to 45% among Gen Z aged 18-29 and 42% among lower-income households earning under $50K annually. Those most interested are also most likely to be:
Use our Data: CivicScience clients have access to insights like these to help them retain and grow existing customers while reaching and acquiring new ones.
The Top Food Categories for BNPL
If Buy Now, Pay Later gains more traction in the food and beverage industry, CivicScience data suggest it would be particularly popular for groceries, dining out, and food delivery (excluding those who selected ‘none of the above’). In contrast, fewer than 20% would use BNPL for meal kits or coffee/specialty drinks. Additionally, men are far more likely than women to use BNPL for groceries, whereas women are far more likely to use it for dining out.
The expansion of BNPL services to platforms like DoorDash highlights the growing demand for flexible payment options amid economic uncertainty. With 30% of DoorDash users expressing interest, the question remains whether BNPL is seen as a convenience or a financial necessity—and what that means for long-term consumer well-being. As BNPL adoption grows in the food and beverage industry, closely monitoring consumer sentiment and spending behaviors will be essential to understanding its broader impact.
