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Subscription models in e-commerce enable online retailers to benefit from recurring revenues, better inventory planning, and stronger customer loyalty. Customers, in turn, appreciate convenience and potential price savings. But in markets like Germany, consumers remain skeptical toward subscription commerce – especially in more traditional categories like pet food. Pet food startup HEY HOLY has taken a fresh approach and is showcasing how a contemporary subscription model can succeed in the online pet space. Their fresh customer survey provides valuable insight into consumer behavior and subscription acceptance.
Here’s what you will find in the article:
- New subscription behavior in Germany: What HEY HOLY’s data reveals ↩︎
- HEY HOLY’s subscription model: Why it works ↩︎
- A turning point for subscriptions in Germany ↩︎
- HEY HOLY: More than a pet food brand ↩︎
- Final takeaway ↩︎
New subscription behavior in Germany: What HEY HOLY’s data reveals1
HEY HOLY’s survey* offers a detailed look at changing behaviors around subscriptions:
- Nearly 80% of respondents are subscribing to dog food for the first time through HEY HOLY.
- Over 37% previously purchased their pet food mainly in brick-and-mortar stores.
- A striking 67% had little to no prior experience with subscriptions, across any area of their lives.
- The most hesitant group? Women aged 41–60, often overlooked in digital commerce strategies.
These results echo a 2022 Deloitte study, which found that 22% of Gen X Europeans (ages 41–56) actively reject subscriptions. Yet with HEY HOLY, that resistance is turning into engagement.
So what’s convincing them?
Over 60% of users cited convenience as the main driver:
- Reliable, scheduled delivery
- Easy-to-use digital management tools
- No more hauling heavy food bags
Cost savings ranked only fifth, defying the expectation that price is the key motivator. In addition, 69% of respondents reported spending €500–€2,000 annually on their dogs, and over 84% consider their dog a full family member. This emotional connection builds a strong case for a trusted, subscription-based service that meets real daily needs.
“These results show that we’re reaching a target group that has had little exposure to subscription commerce – and that the value HEY HOLY delivers is clearly perceived by our customers,” says Annika Rahm, co-founder of HEY HOLY.
HEY HOLY’s subscription model: Why it works2
HEY HOLY isn’t just selling dog food but offering a smarter way to manage it. The brand’s subscription model succeeds by aligning directly with modern consumer expectations:
- Customization: Tailored formulas based on dog breed and needs
- Flexibility: Customers can pause, edit, or cancel anytime
- Digital ease: Seamless account and order management
- Human-first service: Expert support from real people, not bots
Related topics:
- Top 10 subscription commerce startups in Germany
- Amazon unveils budget-friendly grocery delivery subscription for prime members
A turning point for subscriptions in Germany3
Germany’s historically cautious approach to subscriptions appears to be shifting. The success of HEY HOLY’s model points to a broader truth: Subscriptions can thrive when they offer clear added value and adapt to real customer needs.
Rather than tying people into rigid plans, the new generation of subscriptions focuses on control, personalization, and ease. This strategy is especially effective in product categories with regular, ongoing demand—like pet food, health supplements, or personal care.
For e-commerce brands, this signals a massive opportunity to:
- Serve underrepresented demographics, like Gen X women
- Shift the narrative from “locked-in” to “user-driven”
- Build trust by offering real, everyday convenience
HEY HOLY: More than a pet food brand4
Founded in 2022 by Annika Rahm and Charlotte Dehnert, HEY HOLY set out to make life easier for pet owners and healthier for dogs. Through its subscription model, the brand delivers premium, breed-specific dog food straight to customers’ doors.
The full experience includes:
- A personalized nutrition plan
- A user-friendly online subscription system
- Regular, automated delivery
- Flexibility and transparency at every step
It’s a model that answers the question many German consumers are asking in 2025: “Can a subscription actually make my life easier?”. With HEY HOLY, the answer is yes.
Final takeaway5
The findings from HEY HOLY’s 2025 survey show that subscriptions in Germany are no longer just for early adopters or niche markets. Even cautious consumers are engaging—when the offering is useful, flexible, and aligned with their lives.
As subscriptions evolve from transactional tools into value-driven services, brands that prioritize convenience, empathy, and user control will lead the way.
*Survey conducted in early March 2025 among over 620 customers of HEY HOLY.
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