Monthly spending by UK consumers on subscription-based goods and services has grown by an average of 9 per cent a year over the past three years, far outpacing overall consumer spending growth of 1.6 per cent. Subscription spending has consistently exceeded growth in essential goods like fuel and groceries (up 0.75 per cent yearly) and non-essential items such as entertainment and beauty products (up 2 per cent yearly). Jessica Gardner of Fieldfisher noted subscriptions are increasingly treated as recurring household commitments rather than discretionary purchases, with consumers retaining or upgrading services even while cutting back elsewhere.
The slower growth in subscription transaction volume (5.1 per cent yearly) compared to spending suggests rising average transaction values, potentially due to price increases or consumer shifts to premium tiers. HSBC data showed health technology subscriptions, including Oura rings and wearables, nearly quadrupled from £28mn in 2023 to £106mn in 2025. Pet food subscriptions rose 36.5 per cent to £419mn, while dating apps and meal-in-a-box services declined.
Meal-in-a-box spending fell from £1.1bn to £1bn, and dating app spending dropped to £22mn from £30mn. Charlie Casey of Loyalty Lion said businesses are focusing on lifetime value and repeat purchasing, with lines blurring between subscriptions, memberships, and loyalty programmes. There are an estimated 155mn active subscriptions in the UK, worth £26bn annually, with £1.6bn spent on unwanted subscriptions.
New consumer subscription contract rules, set for January next year, aim to curb 'subscription traps' via transparency, renewal reminders, cooling-off periods, and simpler cancellations.
Source: Financial Times Companies · Summarized by HeadlinesBriefing