The 21st century shopper has embraced the subscription lifestyle.
Online subscriptions are rising across categories, including beauty, personal care, household, food, and beverage products. And these new shopping habits are creating opportunities and challenges – for both large CPG brands, as well as smaller direct-to-consumer brands.
Whether you’re exploring this new business model or in a mature subscription category – it’s key to understand what’s driving this consumer behavior in order to better optimize your marketing strategies.
At ARF SHOPPER 2022, we shared highlights from our global research study on consumer attitudes, motivations and behaviors related to subscriptions across the personal care, household, beauty, food. and beverage categories.
You will learn:
- What drives consumer choice for subscription products and services
- Marketing implications resulting from new consumer behavior, such as the prevalence of switching behavior
- Insights implications of the subscription lifestyle on shopper journeys