Europe Subscription Box Market

Europe Subscription Box Market Size, Growth, Analysis: By Type: Replenishment Subscription, Curation Subscription, Access Subscription; By Application: Health and Fitness, Food and Beverages, Apparel, Education, Personal Care and Cosmetics, Others; Regional Analysis; Market Dynamics; Competitive Landscape; 2024-2032

Europe Subscription Box Market Outlook

The Europe subscription box market size is expected to grow at a CAGR of 17.5% between 2024 and 2032, owing to the robust growth in the e-commerce sector. The regional market is also likely to add significantly to the global subscription box market in the forecast period.



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News and Developments in the Market

In June 2023, HelloFresh SE, one of the leading fit meals key players, agreed to the acquisition of certain assets from iX-tech GmbH , a Germany based software development company for intralogistics solutions. After a successful partnership, HelloFresh SE made the decision to purchase software and other assets from iX-tech GmbH and to transfer personnel working on "HelloFresh Business" from iX-tech GmbH to HelloFresh SE's technical team.


HelloFresh SE was able to expand and develop technology for the manufacturing facilities in its worldwide division due to this acquisition. This type of supply chain management system is required by HelloFresh SE in order to efficiently manage its meal kit manufacturing and production processes. As products are created, warehouse staff may quickly choose the right items and put them into customer boxes with the help of these technologies.


The acquisition marks a significant turning point in the advancement of warehouse automation and technology at HelloFresh SE. Such mergers, acquisitions, and partnerships by key players is expected to drive the Europe subscription box market growth.


In June 2023,  In order to lower risks on the path to profitability and secure liquidity beyond 2024, German car subscription service Cluno stated that it will no longer supply car subscriptions for future customers.  However, the existing contracts will stay in effect. Although the companies are still expanding, Cluno's parent corporation feels endangered by the recession.


It is focused on restructuring its businesses to attain higher and more sustainable profit margins. Between June 2023 and December 2024, the startup hopes to save a total of £200 million (USD 239.9 million).


In January 2021, Bloom & Wild, a startup based in London, stated that it had raised £75 million (USD 102 million), a Series D round, which it intends to utilise for growth throughout Europe. The company also keeps expanding its business through technology, recruiting new employees, coming up with new ideas, and forming new alliances, such as one with the huge grocery chain Sainsbury's to lead a fresh drive into brick-and-mortar stores.


Increased Availability of Personalised Products, Free Trials and Discounts, Along with the Rising Prevalence of Social Media Likely to Drive the Europe Subscription Box Market

A subscription box is a regular, repeating delivery of merchandise to a customer. It can be a short term or long-term subscription. Each package's niche-specific contents differ from delivery to delivery. These boxes are curated as per the customer's choices and delivered at the selected address. Most of these are delivered on a monthly or yearly basis, depending on the customer’s preference.


  • The inclination of consumers for curated and personalised products is a factor contributing to the rise of the market in Europe. The main goal of the box is to make consumers' lives better by giving them personalised items, a wider variety of options, and additional services.
  • By using these boxes, several luxury brands in the fashion and cosmetics industries are offering free product trials and providing steep discounts, which is also expanding the growth of the industry.
  • One of the key factors that has been contributing to the Europe subscription box market demand in the recent times is the increased use of social media. Many brands are developing long-term partnerships with influencers and bloggers across  social media platforms, such as Instagram, YouTube,  and TikTok to drive sales, increase their subscribers, and improve their brand awareness.


Rising E-Commerce Sector, Changing Consumer Lifestyle, and Creation of Brand Awareness to Provide Significant Growth Opportunities to the Market

Growing E-Commerce Sector

The expansion of e-commerce sector and widespread internet penetration are anticipated to propel the Europe subscription box market.


Changing Consumer Lifestyle

According to estimates, the subscription box market in Europe is being driven by young demographics and shifting customer lifestyles that demand convenience goods within the shortest amount of time.


Creation of Brand Awareness

Many social media-based firms are turning to subscription boxes to build brand exposure, retain steady revenue, and support integrated marketing. This is expected to be one of the key Europe subscription box market trends.


Inaccurate Pricing of Monthly Box and Difficulty in Balancing Supply and Demand to Pose as Challenges for the Market

Inaccurate Pricing of Monthly Box

Many business owners do not take the time to appropriately price their monthly box because they want to keep everything as inexpensive as possible for their clients. This can happen for a variety of reasons, including failing to account for all costs, failing to compare one's idea to a direct competitor, and underestimating some costs, such as product sourcing or shipping. This is expected to hinder the Europe subscription box market value in the forecast years.


Balancing Supply and Demand

Supply and demand management is a major challenge for all subscription e-commerce companies; when products accumulate or when order volumes cannot be customised to fit customers' actual demands, customers are far more likely to cancel. In these circumstances, subscribers would prefer not to subscribe and instead to purchase the products as needed, either in-person or through transactional e-commerce platforms.



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Europe Subscription Box Market Analysis

The various types of subscription boxes in the market are curation subscription, access subscription, and replenishment subscription. The product finds extensive applications in health and fitness, food and beverages, apparel, education, personal care and cosmetics, and books, among others. The major regional markets in Europe can be divided into the United Kingdom, Germany, France, and Italy, among others.


The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model and giving a SWOT analysis. The report gives a detailed analysis of the following leading subscription box companies in Europe, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.


  •, Inc.
  • HelloFresh SE
  • The Ltd.
  • Bloom & Wild Limited.
  • FabFitFun 
  • Others


Replenishment Subscription, Access Subscription, and Curation Subscription to be Among the Major Types

The replenishment subscription business model enables customers to make repeated purchases of the same goods. These subscription services feature some frequently used products. Subscriptions for items like coffee beans, cleaning supplies, razors, and diapers are among the popular choices.


According to Europe subscription box market research report, merchants curate a box of one or more products, typically organised around a certain theme in curation subscriptions. For example, makeup and skin care companies also customise these boxes as per the customer’s tastes. This model is used by high-end subscription box services. Though less popular than the other two, tech companies are most likely to employ the access subscription model.


This business strategy is predicated on the notion that customers must pay a price only to access your product offerings. The subscription price is similar to the cover charge someone would pay to enter a party. This strategy is quite common with streaming services but isn't employed by many subscription box providers.


These Boxes Find Applications in Health and Fitness, Food and Beverages, Apparel, Education, Personal Care and Cosmetics, and Books

Fitness subscription boxes are delivered on a regular basis to help customers develop a healthy routine and include anything from athletic apparel to a complete training advice. It contains workouts, protein powders, and supplements to add to the fitness regimen; along with accessories and equipment that appeal to people's interests in exercise or health. Many fitness subscription boxes include tips and recipes to help customers learn more about exercise and general nutrition.


For instance, the Elite Subscription Box offers just much everything one could possibly need for exercising, including clothing, gear, and food. Every three months, a box is delivered directly to the door with a minimum of six things. The growing use of such boxes is adding to the Europe subscription box market development.


Customers who subscribe to drink subscription boxes receive a variety of drinks in reasonable amounts on a monthly basis in a fun and healthy way. For instance, Gin Tales offers an excellent subscription, in which the customer gets a bottle of premium tonic water and a 50cl bottle of Gin Tales-flavoured gin each month. Gins with flavours like raspberry and mint, lemon and ginger, lavender, lime and black pepper, and even a festive Christmas pudding gin are among the most popular ones.


Women's clothes subscription boxes offer customers the chance to sample before they buy, let them just pay for the items they keep, and encourage them to try out new, well-chosen goods. For instance, Lookiero is one of the most popular online personal shopping services for women in Europe. The team works with more than 150 European brands. Even if the consumer only keeps one item, the £10 service fee will still be subtracted from their purchases.


Lookiero gives subscribers five days to try out the products. The average item costs roughly £45, and it presently solely carries clothing for women. These advantages of clothing subscription boxes are acting as the major growth drivers.


Beauty subscription boxes are attractively presented and reasonably priced. These are monthly delights and are the ideal way to try new products and uncover new favourites without having to pay in the full version. Today, a lot of subscription services give customers the option to buy one-time boxes or have a specially curated shipment arrive at their house once per month.


For instance, Lookfantastic is a beauty subscription box where customers can anticipate receiving six products per box (worth a minimum of £50), with brands ranging from well-known, enduring favourites to fresh, niche choices.


As per Europe subscription box market forecast, a book subscription box includes one book and a variety of goods that are related to the book and/or genre of that box. Art prints, bookmarks, candles, tote bags, jewellery, tea, and other small gifts are frequently included as extras in book boxes.


Another such example is the Book Fairy Box. A predetermined price for a box delivered for free every two months is charged. A note from a book fairy, a Book Fairy Survival Kit, which includes stickers and another book-fairy thing, at least one new book, an eco-friendly item to promote a new beginning in the new year, and at least one new book are included in the package.



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United Kingdom, Germany, France, and Italy to be Among the Major Regional Markets

Europe subscription box market is driven by young demographics and shifting customer lifestyles that demand convenience goods within the shortest amount of time. Shifting female purchasing preferences in favour of online shopping and increased social networking platform effect on society are significant drivers anticipated to spur the expansion of the market. Also, urbanisation and the development of smart cities have influenced the millennial generation's changing lifestyle, which will fuel the expansion of the market in the coming years.


More important than the clothing and fashion sector itself are hosiery and lingerie subscription boxes, which include period boxes, and are designed keeping in mind women's interests. Additionally, benefits of subscription boxes like offering customers customised products and broadening and adding new services will affect the market in Europe.


Additionally, many retailers are implementing a variety of marketing strategies to increase their customer base in a variety of industries, including fashion, food and beverages, cosmetics, and personal care. These merchants are launching ongoing subscription services to foster client loyalty and satisfy particular customer tastes and preferences. This is anticipated to aid to the Europe subscription box market growth in the region.


Competitive Landscape, Inc. is an Internet-based company that sells a variety of products, including toys, books, housewares, and electronics, either directly to  consumers or by acting as a middleman between them and other retailers. Renting out computer resources and data storage, or "cloud computing," via the Internet is part of its web services business.


HelloFresh SE is a meal-kit provider situated in Berlin, Germany. The company aims to provide e very household with healthful, home-cooked meals from the company, providing them meals without any effort or hunting.


The Ltd. is an online retailer that offers own-brand and third-party goods in the areas of sport, accessories, fashion, and health and beauty on 160 websites in 35 languages.


Bloom & Wild Limited. is a letterbox flower delivery service that handles the customary practice of purchasing and sending flowers online. Predictive analytics and technology have been incorporated into the conventional flower-giving experience to send a fresher, less-traveled bouquet to the people they care about the most.


FabFitFun is a lifestyle membership. Each season, the FabFitFun box is delivered to the clients. This box contains a variety of full-size products in the categories of beauty, fashion, fitness, health, home, and technology. Members of FabFitFun get year-round access to services including the online community, events only open to members, and FabFitFunTV, a streaming video service featuring on-demand health programming, in addition to the subscription box.


Key Highlights of the Report

Base Year 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Scope of the Report

Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:

  • Type
  • Application
  • Region
Breakup by Type
  • Replenishment Subscription
  • Curation Subscription
  • Access Subscription
Breakup by Application
  • Health and Fitness
  • Food and Beverages
  • Apparel
  • Education
  • Personal Care and Cosmetics
  • Books
  • Others
Breakup by Region
  • United Kingdom
  • Germany
  • France
  • Italy
Market Dynamics
  • SWOT
  • Porter's Five Forces
  • Key Indicators for Demand
  • Key Indicators for Price
Competitive Landscape
  • Market Structure
  • Company Profiles
    • Company Overview
    • Product Portfolio
    • Demographic Reach and Achievements
    • Certifications
Companies Covered
  •, Inc.
  • HelloFresh SE
  • The Ltd.
  • Bloom & Wild Limited.
  • FabFitFun
  • Others


*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.

1    Preface
2    Report Coverage – Key Segmentation and Scope
3    Report Description

    3.1    Market Definition and Outlook
    3.2    Properties and Applications
    3.3    Market Analysis
    3.4    Key Players
4    Key Assumptions
5    Executive Summary

    5.1    Overview
    5.2    Key Drivers
    5.3    Key Developments
    5.4    Competitive Structure
    5.5    Key Industrial Trends
6    Market Snapshot
7    Opportunities and Challenges in the Market
8    Europe Subscription Box Market Analysis

    8.1    Key Industry Highlights
    8.2    Europe Subscription Box Historical Market (2018-2023) 
    8.3    Europe Subscription Box Market Forecast (2024-2032)
    8.4    Europe Subscription Box Market by Type
        8.4.1    Replenishment Subscription
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.4.2    Curation Subscription
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.4.3    Access Subscription
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
    8.5    Europe Subscription Box Market by Application
        8.5.1    Health and Fitness
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.5.2    Food and Beverages
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.5.3    Apparel
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.5.4    Education
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.5.5    Personal Care and Cosmetics
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.5.6    Books
      Historical Trend (2018-2023)
      Forecast Trend (2024-2032)
        8.5.7    Others
    8.6    Europe Subscription Box Market by Country
        8.6.1    United Kingdom
        8.6.2    Germany
        8.6.3    France
        8.6.4    Italy
        8.6.5    Others
9    Regional Analysis
    9.1    United Kingdom
        9.1.1    Historical Trend (2018-2023)
        9.1.2    Forecast Trend (2024-2032)
    9.2    Germany
        9.2.1    Historical Trend (2018-2023)
        9.2.2    Forecast Trend (2024-2032)
    9.3    France
        9.3.1    Historical Trend (2018-2023)
        9.3.2    Forecast Trend (2024-2032)
    9.4    Italy
        9.4.1    Historical Trend (2018-2023)
        9.4.2    Forecast Trend (2024-2032)
10    Market Dynamics
    10.1    SWOT Analysis
        10.1.1    Strengths
        10.1.2    Weaknesses
        10.1.3    Opportunities
        10.1.4    Threats
    10.2    Porter’s Five Forces Analysis
        10.2.1    Supplier’s Power
        10.2.2    Buyer’s Power
        10.2.3    Threat of New Entrants
        10.2.4    Degree of Rivalry
        10.2.5    Threat of Substitutes
    10.3    Key Indicators for Demand
    10.4    Key Indicators for Price
11    Competitive Landscape
    11.1    Market Structure
    11.2    Company Profiles
        11.2.1, Inc.
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.2    HelloFresh SE
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.3    The Ltd.
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.4    Bloom & Wild Limited.
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.5    FabFitFun
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.6    Others
12    Key Trends and Developments in the Market


List of Key Figures and Tables

1.    Europe Subscription Box Market: Key Industry Highlights, 2017 and 2021
2.    Europe Subscription Box Historical Market: Breakup by Type (USD Million), 2018-2023
3.    Europe Subscription Box Market Forecast: Breakup by Type (USD Million), 2024-2032
4.    Europe Subscription Box Historical Market: Breakup by Application (USD Million), 2018-2023
5.    Europe Subscription Box Market Forecast: Breakup by Application (USD Million), 2024-2032
6.    Europe Subscription Box Historical Market: Breakup by Country (USD Million), 2018-2023
7.    Europe Subscription Box Market Forecast: Breakup by Country (USD Million), 2024-2032
8.    Europe Subscription Box Market Structure

Key Questions Answered in the Report

The market is projected to grow at a CAGR of 17.5% between 2024 and 2032.

The major drivers of the market include the several marketing strategies, growing use by social media-based startups and influencers, free product trials and discounts, massive internet penetration, and shifting customer lifestyles.

A rise in the e-commerce industry and the inclination of consumers for curated and personalised products are the key industry trends propelling the growth of the market.

The major countries included in the market are the United Kingdom, Germany, France, and Italy, among others.

The various types include replenishment subscription, curation subscription, and access subscription.

These boxes find major applications in health and fitness, food and beverages, apparel, education, personal care and cosmetics, and books, among others.

Businesses enjoy subscription boxes because they allow for the targeting of niche audiences and constant monthly sales, while consumers prefer them for their distinctiveness and convenience.

The key players in the industry are, Inc., HelloFresh SE, The Ltd., Bloom & Wild Limited., and FabFitFun, among others.

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