Why food subscriptions are back on the menu

By George Nott2026-06-08T08:51:00

DTC food & drink boomed in lockdown, then came crashing down. Now subscriptions are back, with brands shifting strategy to offer their customers community, exclusive products and special treats

We’ve seen a rise and fall and rise again since the pandemic,” says Simon Hiblen, head of growth at peanut butter brand Pip & Nut. Demand for boxes of food and drink from brands spiked during lockdowns, when online grocery delivery slots were scarce and interest in cooking soared. But the years that followed were tough. As the cost of living crisis bit, the regular arrival of artisan goods and curated booze quickly felt frivolous.

But even though purse-strings remain tight, subscriptions are making a comeback. So, amid this renaissance, how is the food and drink subscription model faring? How are brands convincing consumers to not just sign up, but stick around? And as they take off again, how are industry attitudes changing?

Spend on subscriptions of all types has increased by 47.5% since just before the first lockdown, according to Barclaycard data. Some nine in 10 (88%) consumers are now signed up to at least one subscription. Among this group, the average monthly spend on subscriptions is £50.60.

Why food subscriptions are back on the menu

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