The Subscription Economy: London and Wales drive growth of UK subscription box market
London, Wales and the North East driving growth of the UK’s subscription box market
In our first instalment of findings from Royal Mail’s report on the UK Subscription Box Boom, we discussed projected growth of the market and key insights. The second instalment focuses on regional trends across the UK for the subscription box market*.
Residents living in London, Wales and the North East are driving the growth of the UK’s subscription box market. Over half (50.7 per cent) of Londoners are signed up to at least one subscription box service. Welsh residents are signed up to the most subscription box services, an average of 4.3 per person**. People living in the North East of England are also driving the growth of the market. Over a third (34.7 per cent) of residents in the North East are signed up to a subscription box. People living in the North East are signed up to an average of 3.8 boxes per person**.
Recipe box services are Londoners most popular subscription box with 20 per cent signed up to one. Beauty boxes are the favourite for those in East Anglia and snacks and sweets for the South West and South East. Those living in East Midlands are most likely to order a DVD subscription box service.
Yorkshire & Humberside tops the self-gifting list
Almost all (98 per cent) of those signed up to a subscription box service in Yorkshire & Humberside have purchased it for themselves, compared to only 78 per cent of those in Wales. In London, 95 per cent buy the subscription box service for themselves.
Those living in Northern Ireland are most likely to buy subscription boxes as a gift for someone else (55 per cent). Residents from Wales are most likely (36.4 per cent) to receive a subscription box service as a gift.
With London, Wales and the North East driving growth, it will be interesting to see the uptake in other regions across the UK over the coming years as the subscription box market grows. At Royal Mail, we’re here to help subscription businesses along the way, wherever they are in the UK.
With the UK’s biggest by far "Feet on the Street" network covering 90.000 postmen and women, Royal Mail is playing a key role in keeping carbon emissions low. The vast majority of subscription items are letterboxable and so are ideally suited for foot delivery by Royal Mail and do not require a van delivery.
The full report on the UK Subscription Box Boom is set to launch later in the year.
In the second episode of our Royal Mail Subscription Podcast series, we spoke to IMRG, Taffy Mail, Letterbox Lab and Mila and Pheebs about regional trends across the UK in the subscription box market. Take a listen to our podcast here:
*A subscription box is a recurring, physical delivery of products packaged as an experience and designed to offer additional value on top of the actual retail products contained in the box, such as through surprise, a saving on what is on offer in the shops, or by giving the user a chance to experiment with a tailored selection of products.
**Based on shoppers who are currently signed up to at least one subscription service.