A majority of UK customers would switch to a direct to consumer (DTC) subscription service for everyday high street purchases, according to a new survey.

Research by Rakuten Marketing reveals 69 percent of British consumers would choose a subscription delivery service for goods including cosmetics, household cleaning products, and health supplements if available.

Rakuten previously found that DTC subscription brands such as Birchbox, SimplyCook, and Dollar Shave Club were enjoying a conversion rate of one in every five customers who had heard of them.

The latest survey reveals that in the UK, price (71 percent) and product quality (50 percent) continue to play by far the most important role in driving a purchase. However, being ethical (17 percent) and sustainable (16 percent) also now rank among the top demands among consumers looking to buy from one of these DTC brands.

Anthony Capano, Managing Director EMEA at Rakuten Marketing, said: “Now these DTC brands have become successful international businesses, they will encounter rising pressure to act as ‘good global citizens’. Legacy brands like Waitrose have very effectively leveraged consumer interest in sustainability across the media with attempts to minimise packaging. This is certainly an area that could put DTC brands – many of whom rely on packaging and transporting each product individually – on the back foot.”

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