Subscription services, which allow consumers to regularly access products or services, have been expanding across various industries, offering convenience and economic benefits by reducing the hassle of repeated purchases. However, subscribing to a service entails consuming similar products repeatedly over a certain period, which may lead consumers to anticipate sensory satiety during the decision-making process. This study proposes that categorization cue can mitigate the negative effect of anticipated sensory satiety on subscription intentions and aims to test this effect in the context of food subscription services. Study 1 examined whether the presence of categorization cue influences subscription intentions and investigated the mediating role of anticipated sensory satiety. The results showed that when categorization cue was present, consumers perceived the products as more varied, leading to lower anticipated sensory satiety and higher subscription intentions. Study 2 further tested the effect of categorization unit(narrow vs. broad) on sensory satiety and subscription intentions. The findings revealed that when products were categorized by days rather than weeks(i.e., narrow rather than broad), sensory satiety was lower, and subscription intentions increased. This study highlights the effectiveness of categorization cue in reducing anticipated sensory satiety in subscription services and offers strategic insights for enhancing consumer subscription engagement.