A new survey by German petfood startup Hey Holy narrates a shift in consumer habits, with nearly 80% of customers trying dog food subscriptions for the first time. The survey says that convenience is the primary motivator for adoption, outweighing cost concerns.
According to the survey, 67% of respondents had little to no prior experience with subscription models, particularly women aged 41-60. Despite this, 80% of participants cited reliable deliveries and easy subscription management as key reasons for choosing a dog food subscription service. More than 60% of respondents specifically valued the elimination of heavy bag hauling and the predictability of scheduled deliveries.
This trend contrasts with broader European consumer behaviour, where price often drives subscription decisions. Hey Holy’s survey report also says that 69% of the surveyed pet owners spend between €500 and €2,000 annually on dog care, with 84% considering their pets as full family members.
Annika Rahm, co-founder of Hey Holy, noted that the survey’s results show the company is successfully reaching a demographic that is not traditionally exposed to subscription commerce. “The value Hey Holy delivers is clearly perceived by our customers,” she said.
The survey, conducted in early March 2025 in about 620 of Hey Holy’s customers, indicates that there is significant growth potential for subscription-based petfood services, particularly those that prioritise convenience and reliability over cost.
Hey Holy, based in Marnheim, Germany, specialises in breed-specific, highly digestible dog food designed to meet the unique nutritional needs of various dog breeds.