Stay ahead of the curve and future-proof your business with Mintel’s US Subscription Services Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest subscription services market research, trends and consumer behaviors affecting your business. Get a 360° view of the market, including a five year forecast to align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Topics Analyzed in this Report

  • Consumer participation in the subscription services market.
  • The impact of inflation on consumer behavior and demand for subscription services.
  • Motivations and barriers to subscription service participation.
  • Behaviors and attitudes toward subscription services.
  • Provides analysis of subscription services across numerous categories: food, beauty, personal care, drink, pet, household, health and wellness, toys, children and baby apparel.

Subscription Services Market Overview

The adoption of subscription services has grown significantly in recent years, with over half of US adults subscribing to at least one service.

In the near term, inflation and high interest rates will continue to impact consumer spending. Subscriptions that feel like an indulgence or unnecessary will continue to be part of the chopping block, whereas those that prove their value will be the most prepared to survive the current economic climate.

  • Subscription services consumer behavior: 65% of US consumers are subscribed to at least one service and 21% have never been subscribed.

Subscription Services Analysis, Trends and Opportunity  

Don’t just target younger consumers

Younger consumers, such as Gen Z, are a prime target audience for subscription services but there is significant potential in the market among older consumers as well, particularly for auto-replenishments. Guiding how to use the service can help to increase knowledge and comfort among older consumers.

  • Subscription services market statistics: 52% of adults aged 55+ currently use or auto-replenishment form of subscriptions.

Focus on value

Price point may serve to attract consumers but not to retain them. Companies will need to go beyond this selling point to minimize churn rate and achieve profitability such as offering easy cancellations, which are paramount for older consumers, while delivery and returns are the most important to adults aged 25-44.

  • Subscription services analysis: 62% of consumers feel motivated by affordable prices to sign up to a subscription service.

Purchase our US Subscription Services Market Report to receive a five-year forecast, consumer behavior analysis, and recommendations for market opportunities. 

Brands Featured in the Full Report

HelloFresh, Amazon, Walmart, Public Goods, Dollar Shave Club, Birchbox, Kencko, FabFitFun

Additional Features Included with Your Purchase

  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Consumer Confidence Tracker: Our Trackers paint the picture of the economic confidence and major concerns of up to 40 different demographics, tracking changes in attitudes over time.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights from a Retail Analyst

This report, written by Marisa Ortega, a leading research analyst, delivers in-depth commentary and analysis to highlight the subscription services market trends and add expert context to the numbers..

Subscriptions services have online shoppers engaged. However, misperceptions exist and will continue to present areas of opportunity for these shopping models.

Marisa Ortega - Retail and eCommerce Analyst

Marisa Ortega
Retail & eCommerce Analyst

Table of Contents

    • Key Issues Covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer Fast Facts
    • User Snapshot
    • Graph 1: subscription services participation, by key demographics, 2023
    • Graph 2: subscription services participation, by gender, 2023
    • Graph 3: subscription services participation, by age, 2023
    • Graph 4: subscription services participation, by race and Hispanic origin, 2023
    • Types of subscription services
    • Graph 5: types of subscription services currently used or used in the past, by age, 2023
    • Graph 6: types of subscription services currently used or used in the past, by race and Hispanic origin, 2023
    • Subscription service drivers
    • Graph 7: motivations to sign up for a subscription service, 2023
    • Graph 8: motivations to sign up for a subscription service, by age, 2023
    • Graph 9: motivations to sign up for a subscription service, by gender, 2023
    • Barriers to using subscription services
    • Graph 10: subscription services barriers, 2023
    • Graph 11: subscription services barriers, by age, 2023
    • Graph 12: subscription services barriers, by race and Hispanic origin, 2023
    • Participation and interest in subscription services by category
    • Graph 13: participation and interest in subscription services by product category, 2023
    • Graph 14: participation and interest in subscription services by product category, by age, 2023 – NET – any would consider
    • Attitudes toward subscription services
    • Graph 15: attitudes toward subscription services -select responses, 2023 – NET – Agree
    • Graph 16: attitudes toward subscription services – select responses, by age, 2023 – NET – Any Agree
    • Graph 17: attitudes toward subscription services -select responses, by age, 2023 – NET – Agree
    • Graph 18: attitudes toward subscription services -unique offerings-, by race and Hispanic origin, 2023 – NET – Agree
    • Areas of interest
    • Graph 19: areas of interest, 2023
    • Graph 20: areas of interest, by age, 2023
    • Graph 21: areas of interest, by race and Hispanic origin, 2023
  3. Competitive Strategies and opportunities

    • Opportunities
  4. The Market

    • Market Drivers
    • Market landscape
    • Graph 22: subscription services participation, 2023
    • Graph 23: types of subscription services currently used, or used in the past, 2023
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us