New research from Barclaycard has shown that one in four (27%) British subscribers now rely on deliver-to-door food subscription services for half their meals.
Its research shows that almost a fifth (18%) of adults in the UK are signed up to a food or restaurant subscription service, more than four in ten grocery food and drink businesses have now adapted to provide a subscription service and a further quarter are developing one. Grocery retailers predict a further 35% growth in sign-up services over the next 12 months.
Barclaycard Payments found that two in five (40%) with subscriptions are planning to increase their reliance on the kits thanks to the convenience they offered during lockdown.
82% of subscription product vendors surveyed say they have continued to see an increase in customers despite lockdown restrictions easing. Because of this, 67% of retail businesses plan to launch more subscription services in the future and 72% see subscription services as a way to keep up with the competition.
Two-thirds (66%) of retailers said brands will investigate their inventory processes for more flexibility as a result of the continued growth of subscriptions.
A number of benefits of such services were highlighted by those offering subscription delivery to door models. These included a more reliable and predictable source of revenue (72%), savings on retention-based marketing, as customers are signed up to repeat products (70%) and the ability to build better customer relationships through more regular contact (75%).
Marc Pettican, president of Barclaycard Payments, said: “We’ve seen many retail trends accelerate since early 2020 and food and drink is no exception. During lockdowns consumers increasingly signed up to subscriptions to replicate restaurant-quality meals at home, while also enjoying the added convenience. Many consumers have changed their weekly food shopping habits to include subscriptions within their meal plans. From learning new recipes to trying new foods, it’s apparent many of us have become more comfortable cooking at home.”