Morrisons has joined the grocery subscription service trend with £5 veg boxes, as a new report revealed an 11% jump in the number of people using subscription services.

Each veg box contains enough food for four people for five days and includes a range of seasonal British vegetables. An online trial saw Morrisons sell 2,000 boxes per week.

The report from subscription service provider Zuora showed 89% of the UK population now use subscription services with an average spend of £56 per month. Two million people in the UK are using a grocery service subscriptions, with 56% listing convenience as a driving factor behind their subscription use.

The Morrisons veg boxes can be delivered to door or collected in store, and come in three varieties – a £3 “wonky veg box” made up of misshapen vegetables, a standard £5 variant, and an organic veg box for £8.

The supermarket’s vegetable buyer Andy Todd said it was “a great way for our customers to buy British or eat seasonally or feed the family for the week”.

Describing the growing role of subscription services, Zuora general manager John Phillips said: “Subscriptions have moved beyond just media and entertainment consumption and have expanded to include diverse sectors such as grocery shopping services, data storage, and healthcare services.”

Wholesaler and Keystore symbol group owner JW Filshill announced its own craft beer subscription service in July called Flavourly with the intention of driving footfall into convenience stores.

Speaking at the Better Wholesaling Summit, the company’s managing director Simon Hannah explained: “Retailers will recommend their customers go to flavourly.com and will hand them a discount voucher which will tag shoppers to specific stores.”

It allows retailers to earn a commission and potentially be the point of collection for every delivery.