The Health & Wellness industry is seeing massive growth—and subscriptions are leading the charge. Recharge’s latest Subscriber Trends report reveals how subscribers are engaging across four major subscription categories: Beauty & Personal Care, Food & Beverage, Health & Wellness, and Home & Pet.
The key takeaway? Health & Wellness subscribers are placing more orders, engaging with more products, and spending more money than ever before. Below, we’ll highlight the most compelling data points from the report and show how your brand can use these insights to create a winning strategy.
Key takeaways
- Health & Wellness subscribers who integrate products into daily routines place 21% more orders.
- Offering a range of products increases average subscriptions to nearly 5 items per customer.
- Health & Wellness has the highest AOV and revenue per subscriber.
Hey big spenders: Health & Wellness subscribers placed 21% more orders in the last year
Each of our major industries saw subscribers placing more orders over the last year, but Health & Wellness led the pack with a 21% increase in orders per subscriber. This increase isn’t just about growth—it’s about how Health & Wellness brands have become ingrained in their customers’ daily routines. From daily supplements to fitness products, these brands add value by delivering essentials that consumers rely on.
Takeaway
When a brand becomes a part of a subscriber’s daily life, it’s rewarded with more frequent purchases. To replicate this success, focus on educating subscribers on how your products fit into their routine. Share practical use cases, recipes, or habit-building tips to ensure your products are something they can’t live without.
Hooked on health: Subscribers engage with an average of 4.75 products
While many customers get hooked by a single great product, it’s rarely where they stop. The data shows that Health & Wellness customers subscribe to an average of 4.75 products each.
It’s clear that customers value diversity, and a varied catalog is a strong selling point.
Takeaway
Brands that offer a wide range of complementary products can encourage subscribers to add more items to their carts, driving up lifetime value. A well-rounded selection means there’s more to love—and more reason to stay subscribed. Think about expanding your catalog to include variations (e.g., new flavors), bundles, or seasonal items to keep things fresh and exciting.
Wants vs. needs: 19% of Health & Wellness subscribers skipped at least one order
Flexibility is a double-edged sword in the world of subscriptions. While it’s a key factor in keeping subscribers satisfied, it also opens the door for churn if not managed effectively. The report found that 19% of Health & Wellness subscribers skipped at least one order. This means that even loyal customers may hesitate to commit long-term without the right balance of flexibility and value.
Takeaway: Balance flexibility with guided support to reduce skipped orders and churn. During onboarding, take the time to understand new subscribers’ needs and educate them on the value of sticking with the program. Offer flexible options, but also introduce personalized recommendations to show them what they’re missing when they skip an order. A loyalty program that rewards consistent engagement can also help keep them invested over time.
High rollers: Health & Wellness boasts the highest AOV and total revenue per subscriber
Health & Wellness subscribers are not just loyal—they’re high spenders. With the highest average order value (AOV) ($63) and total revenue per subscriber ($332) across all industries analyzed, this segment represents a huge opportunity for brands.
Takeaway
Implement cross-sell strategies to maximize AOV and total revenue. Use data-driven insights to suggest complementary products based on a subscriber’s order history. If a customer orders vitamins, for example, consider suggesting protein powders or fitness accessories to round out their health regimen.
How to use these trends to grow and retain your subscriber base
The Health &Wellness subscription market is growing rapidly, but the most successful brands aren’t just riding the wave—they’re building meaningful, personalized experiences for their subscribers. Here’s how to apply these insights to your own strategy:
- Create a strong onboarding experience: Educate subscribers on the value of your products and help them incorporate these items into their daily routines.
- Expand your product lineup: Offering a diverse range of products can increase the chance that customers will try—and buy—more from your brand.
- Balance flexibility with value: Make it easy for subscribers to skip orders when needed, but keep them engaged with personalized recommendations and rewards.
- Maximize AOV with strategic cross-selling: Use your data to create targeted upsell opportunities that enhance the subscriber’s experience.
Ready to unlock the full potential of your health and wellness subscriptions? Use the insights from Recharge’s Subscriber Trends report as your blueprint, and start building a strategy that drives sustainable growth and retention.
