How has digitally-enabled subscription impacted consumer behavior and the CPG industry?

This was the question SKIM looked to answer when they launched a research study in September 2021.  SKIM began a multi-category, multi-country study of consumer attitudes, motivations and behaviors related to subscriptions.

As a result of the events of the past year the digital transformation has been accelerated. Many new consumer behaviors have emerged, one important emerging area is digitally-enabled subscription behavior. As decision behavior experts, SKIM pays close attention to these changes.

In this research we interviewed 4,000 US consumers about their attitudes, usage, and behavior in ecommerce tangible consumer goods subscriptions across personal care, household products, beauty, and food and beverage categories.

At TMRE we revealed the results.


Mike Mabey

Mike Mabey, VP, Client Solutions Americas, SKIM
Mike is VP, Client Solutions Americas, based in Atlanta. He focuses on strategy and competition in four areas: decision journeys; product development in highly competitive markets with complex decision rules; identifying customer experience touchpoints; and message and positioning optimization. Mike is also eCommerce lead at SKIM and can often be heard speaking about insights trends at industry conferences.


Brady Silva, Manager – SKIM
Brady is a manager based in SKIM’s Atlanta office. She joined SKIM in early 2021, with a decade in the market research industry and a Master’s in Experimental Psychology. With experience in a broad range of research projects and industries (including tech, CPG, utilities, and grocery-retail), Brady has built a reputation for strong management skills and enthusiasm for turning data points into clear stories with actionable and strategic next steps.

What attendees learned

  • How digital-based subscriptions has changed radically, made mainstream by Netflix and Spotify, been enabled by ecommerce and fueled by COVID
  • How retention and churn are the Achilles heel of subscription business model strategies
  • Why price-value relationship and the motivations hierarchy are much broader and more complex than in previous generations

About TMRE

TMRE: The Market Research Event is the global stage for advancing the business value of insights and consumer research and its profound impact on the future health of a business.

For over twenty years, thousands of the world’s smartest, most innovative researchers and visionary thinkers have come together at the annual TMRE flagship event for cutting edge knowledge exchange and as a forum for learning what’s new, next and critical to your business.