Most popular subscription box categories in the UK 2020

Subscription boxes have emerged as a new trend in the consumer goods market. According to the results of a consumer survey carried out with UK shoppers, food boxes were the most popular service, with about 30 percent of those surveyed buying subscription boxes in this category. Other common categories were generally personal care related items, such as cosmetics and shaving products.

Meal kit deliveries

Subscription box services promise the element of variety and surprise for consumers. Without the usual hassle of having to choose and shop for goods, subscription boxes above all allow consumers to save time. One of the most successful and fastest-growing food subscription box services around is HelloFresh, a Berlin-based meal kit startup. In 2019, the company generated nearly two billion, which is a significant jump compared to the year before.

Subscription box services: Have they caught on?

Subscription box services still need to catch on with a broader base of consumers. The findings of another survey conducted with over 8,000 UK shoppers found out that only about six percent of consumers used subscription services for beauty products. This share was slightly higher for meal deliveries – with 6.24 percent of those interviewed stating they utilized subscription services for meal delivery.

Leading categories of subscription boxes shoppers buy in the United Kingdom (UK) in 2020

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Release date

October 2020


United Kingdom

Survey time period

May 7 to 19, 2020

Number of respondents

1,564 respondents

Special properties

UK online shoppers

Method of interview

Online survey

Supplementary notes

The source does not provide a date of release for this study. Therefore, date of access is used here.

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