A new survey from German pet food startup HEY HOLY reveals that nearly 80% of its customers are using a dog food subscription for the first time, with convenience outweighing cost as the primary motivator.
While subscription commerce remains a tough sell in Germany, HEY HOLY’s findings suggest pet owners are open to the model when it meets practical needs. The survey found that 67% of respondents had little to no prior experience with subscriptions, particularly women aged 41–60. Despite this, reliable deliveries and easy management led 80% to try a dog food subscription for the first time.
The company noted more than 60% of HEY HOLY customers cited convenience as their main reason for subscribing, valuing the elimination of heavy-bag hauling and the predictability of scheduled deliveries. This contrasts with broader European trends, where price is often the primary driver. HEY HOLY’s survey also found that 69% of respondents spend between €500 and €2,000 (US$540 to $2,164) annually on their dogs, with 84% considering them full family members.
“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,” said Annika Rahm, co-founder of HEY HOLY.
The findings highlight a growing opportunity for subscription models in the pet food sector, particularly when designed around customer needs and offering tangible benefits beyond cost savings.
The survey was conducted in early March 2025 among over 620 customers of HEY HOLY.
Based in Marnheim, Rhineland-Palatinate, Germany, HEY HOLY is a pet food company, specifically focused on developing breed-specific, highly digestible dog food to cater to the unique nutritional needs of different dog breeds.
Adapted from a press release.
