There are plenty of different curated shopping services, including global as well as local players, ranging from personal shopping services for clothes to food and make-up boxes. As for personalized meal kit services, a survey found that roughly 20 percent of Danish respondents bought subscription boxes. A different survey found that many Dutch respondents know several meal kit providers in their country. The most well-known meal subscription service in the Netherlands is HelloFresh. Whereas in the curated apparel business, the Curated Shopping Group is the biggest company in terms of the number of customers in Europe.
Consumers appear to appreciate curated shopping, as a study showed personalized products are one of the reasons to shop online for Spanish consumers. A different survey by GfK in Germany showed that 30 to 40 percent of internet users who have not yet used a personal shopping service would be interested in it.
Whilst the general e-commerce market in Europe is still growing, only little is known about the financial situation of curated shopping. However, the personalized meal kit service market is expanding, for example in Sweden, where it grew by roughly 25 percent in the second quarter of 2016. On the other hand, it appears curated clothing companies in Europe were still in deficit in 2015.