The Multibillion-Dollar Problem of Unused Subscriptions
Source: Blissfully’s 2019 Annual SaaS Trends Report
The Signal: People today have more subscriptions than you (or even they) might first suspect. When asked to estimate their monthly subscription spend, West Monroe found that Americans guessed on average that they spent ~$80/mo. However on closer review, their actual spending ended up being close to $240. COVID-19 is accelerating this trend, as people in quarantine sign up for entertainment, grocery delivery, digital fitness subscriptions, and even mail-order games, like the recent Inc. 5000 winner, Hunt A Killer.
Along with these new conveniences comes a new problem — money wasted on unused or forgotten subscriptions — and a new (somewhat meta) opportunity: a subscription that manages people’s subscriptions.
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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