Whistl – subscription box services used by 82% of UK households

UK fulfilment and logistics company Whistl has published research showing that 82% of UK households now receive subscription box services.

According to Whistl, that would represent a market that is now worth £395 million annually, and this could hit £18bn by 2025 as it sees annual growth of 23%.

The average value of subscription boxes is now £52 thanks to tiger value goods being chosen by consumers. In addition, on average consumers now use a service for nine months, up from 5.6 months four years ago.

Whistl has found that the most important subscription boxes in 2021 are: food (52%); shaving products (24%); clothing (22%); perfume and cosmetics (18%); and pets (14%).

The company also established that the consumer motivations for signing up were: exclusive content (57%); time saving (55%); good value (54%); convenience (40%); and tailored products (52%).

The Whistl research also showed that 67% of UK retailers are now planning to launch a new subscription service this year. Melanie Darvall, Director Marketing Communications Whistl, said: “Advancements in technology, exposure to social media and, in more recent years, the pandemic and lockdowns have together fueled the massive growth in the range of subscription services resulting in a surge of boxes landing on our doorsteps.

“When looking to scale your subscription business, it’s critical to ensure you are working with the most appropriate partners to suit your business model and long term goals.

“At the Whistl Group, we offer a unique portfolio of solutions to support the end-to-end logistics process, helping with all aspects of the customer journey including the delivery management of orders, complete fulfilment solutions and even ongoing customer service.”

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