Who Subscribes to More Wellness Boxes: Men or Women?

Wellness subscription boxes have become increasingly popular in recent years, offering a convenient and curated experience for consumers looking to prioritize their health and well-being. But who exactly is subscribing to these boxes? Are men or women more likely to engage with wellness subscriptions? In this article, we will delve into the data and trends surround wellness box subscriptions to determine which gender is more inclined to embrace this growing industry. 

The Rise of Wellness Subscription Boxes

Before we explore the demographics of wellness box subscribers, let's first understand the factors contributing to the rise of this industry. Subscription boxes have gained traction due to their ability to provide consumers with a convenient and personalized experience. In an era where convenience and self-care are highly valued, wellness subscription boxes offer a curated selection of products that cater to specific health and wellness needs. 

The subscription box market has witnessed exponential growth in recent years, driven by both startups and established companies. These boxes offer a range of products and experiences, from replenishment subscriptions that automate the purchase of essential goods to curation subscriptions that provide a personalized selection of products. Access subscriptions, on the other hand, offer subscribers extra perks and lower prices. 

Understanding the Subscription Box Market Size and Growth

The subscription box industry has experienced remarkable growth over the years. In 2011, the industry's revenue was $57 million, which soared to $2.6 billion by 2016. This growth can be attributed to the innovative business models introduced by startups and the increasing influence of celebrity and influencer endorsements on social media. 

The market's growth has been further accelerated by the expanding eCommerce industry, with revenues reaching $22.7 billion in 2021. Projections indicate that the market is expected to reach $65 billion by 2027, exhibiting a compound annual growth rate (CAGR) of 18.3% for 2022-2027 period. The subscription box industry is part of a larger subscription industry, which is set to grow to $1.5 trillion by 2025, encompassing over-the-top entertainment, software-as-a-service (SaaS), and subscription boxes. 

Types of Subscription Boxes and Their Appeal

Subscription boxes cater to different consumer preferences and needs. Understanding the different types of subscription boxes can provide insights into the demographics of subscribers. The three primary categories of subscription boxes are replenishment subscriptions, curation subscriptions, and access subscriptions. 

• Replenishment Boxes: Replenishment services automate the purchase of goods that need regular replacement, such as razor heads or contact lenses. These boxes often have a high retention rate, as they provide essential products like food, health, and hygiene items. 
• Curation Boxes: Curation subscriptions offer a personalized experience, allowing subscribers to receive packages tailored to their specific interests. These boxes are popular among consumers who value convenience and want to discover new products that align with their preferences. 
• Access Boxes: Access subscriptions provide subscribers with additional perks or access to lower price for products that are used infrequently or have a higher price point. These boxes may include exclusive items or offer discounts on premium products. 

It's important to note that the appeal of subscription boxes varies among different types of customers. Some individuals may prefer the convenience of replenishment boxes, while other may be drawn to the personalized experience offered by curation boxes. Access boxes, with their added perks and lower prices, have their own unique appeal. 

Demographics of Wellness Box Subscribers
Now, let's dive into the demographics of wellness box subscribers and determine whether men or women are more likely to engage with this industry. Several studies shed light on the subscription preferences of different genders, providing valuable insights into consumer behavior. 

Exercise Trends and Fitness Preferences

When it comes to exercise, men and women have different motivations and preferences. Men tend to exercise to feel good, be strong and fit, and live a long and healthy life. On the other hand, women often prioritize exercise for weight control, mental well-being, and feeling good. 

 

In terms of fitness preferences, men are more likely to frequent gyms and boutique fitness studios compared to women. Fifty-two percent of men exercise at a gym at least once a week, while 31% of women do the same. Similarly, 40% of men exercise at a boutique studio at least once a week, compared to 21% of women. 

Engagement with Virtual and In-person Workouts

The COVID-19 pandemic has significantly impacted the fitness industry, leading to a rise in virtual workouts. Men, in particular, have embraced both in-person and virtual workouts. A study found that 79% of men exercise at least once a week, with 51% exercising three times a week or more. This is higher than the percentages reported by women, indicating that men are more engaged in regular physical activity. 

Even as restrictions ease and in-person classes become more accessible, 68% of men plan to continue working out at home and at gyms or studios. This suggests that men see value in incorporating both virtual and in-person workouts into their fitness routines. 

Men's Engagement with Virtual Fitness

Men have shown a greater inclination toward virtual fitness compared to women. During the pandemic, 44% of men utilized live stream workouts, 45% used pre-recorded video workouts, and 43% used Wi-Fi/Bluetooth connected home fitness equipment. These numbers indicate that men are more willing to explore new workout experiences through virtual platforms. 

Furthermore, 57% of men tried new types of group workouts via live stream or pre-recorded videos during the pandemic. This willingness to try new experiences extends to post-vaccination plans, with 25% of men intending to continue with video-on-demand workouts and 26% planning to engage in more live stream workouts. 

Integrative Health and Self-care Trends

Men have shown a growing interest in integrative health services and self-care practices. In 2020, 42% of men utilized alternative and integrative medicine, compared to 30% of women. Men reported engaging in various integrative health services at higher rates, including massages, meditation, health or life coaching, and nutrition counseling. 

When it comes to self-care, men have also increased their focus on grooming and beauty routines. Twenty-four perfect of men now dedicate more time to grooming, with 60% citing the desire to look and feel good as a primary motivation. Men have also explored beauty and grooming services traditionally associated with women, such as facials, advanced skincare treatments, and body hair removal. 

Wellness Investment Trends: Men vs. Women

In terms of financial investment in health and wellness, men tend to spend more than women. On average, men spend $1,800 per year on health and wellness, while women spend $1,044. This spending disparity is evident across various verticals, including fitness, grooming and beauty services, and integrative health. 

Men allocate an average of $576 per year to fitness, compared to $264 for women. Additionally, men spend $624 per year on grooming and beauty services, while women spend $504. When it comes to integrative health, men invest an average of $600 per year, while women spend $276. 

Attracting and Retaining Male Subscribers

Understanding the demographics and preferences of male subscribers can help wellness businesses tailor their marketing strategies to attract and retain this target audience. Here are some key takeaways to consider: 

• Incorporate messaging that appeals to men's motivations for exercise, such as feeling good, being strong and fit, and living a long and healthy life. 
• Highlight the outcomes and effectiveness of your fitness programs to attract men who prioritize results. 
• Ensure your marketing materials and imagery represent men to make them feel included and welcome in your wellness community. 
• Offer competitive price points for your classes or boxes and consider flexible pricing options to accommodate different budgets. 
• Embrace a hybrid fitness model that combines in-person and virtual workouts to cater to men's preferences and provide flexibility. 
• Create explainer content to alleviate any intimidation and help men feel more confident in your products. 
• Develop a product line that appeals to men, ensuring you have options to fit everyone. 

By implementing these strategies and understanding the unique needs and preferences of male subscribers, wellness businesses can effectively attract and retain a diverse customer base. 

Conclusion

Wellness subscription boxes have gained popularity among both men and women, but understanding the demographics and preferences of male subscribers is crucial for businesses in this industry. 

Remember, the key to success lies in understanding and catering to the unique needs and preferences of your male subscribers. By embracing inclusivity, offering tailored experiences, and providing value through your wellness subscription boxes, you can tap into the growing market of men who are prioritizing their health and well-being.