Subscriptions have been creeping into our lives increasingly over the past 5 or so years. Before, I would never dream of committing to spend money month in/month out on anything, never mind food or access to TV shows.
But now, when people tell me they don’t have Netflix I am shocked. Really? What do you watch? How do you survive? It’s so cheap and easy!
I can’t even remember what I did before my ASOS delivery subscription.
For ages, everyone was shouting about supermarket online shopping and delivery. It was the thing. The big 4 were rushing to out-do each other and capture this space. But while this was happening there was something else going on.
The health and easy living trends have slowly been merging to create a space that’s perfect for meal delivery subscriptions. Pre-weighed ingredients delivered right to your door with a recipe, which make you feel like you’re still cooking but without 90% of the hassle (no deciding, supermarkets, lists, measuring).
I think Graze was the first incarnation I encountered of this, and it was a bit before its time. Since then, HelloFresh and BlueApron, and a whole bunch of others have been fighting for the millennial market share.
Outside of food, subscription boxes are really doing well. Beauty, health care and even fashion are all making successful appearances.
Most recently, it was announced that Dollar Shave Club has just been bought by mega FMCG company Unilever for $1bn. This shows the mainstream potential of subscription services at moment. I wonder if they will also be purchasing Dollar Rubber Club ?
It will be interesting to see how far the space can go. In the future, will everything we buy come from direct debits and be sent straight to our door? Probably not, but maybe the big things will be.