Since its founding in 2011, meal kit company HelloFresh has been helping busy people put dinner on the table.
With meal kits, families can cook healthy, quick meals without resorting to fast or frozen food. To date, HelloFresh has served 2 billion meals to customers all around the world!
Let’s look at what fuels the user growth of HelloFresh. We’ll dive into stats like revenue sources, average customer orders, and more!
- Important HelloFresh Stats
- HelloFresh Suppliers
- HelloFresh Brands
- HelloFresh Revenue
- HelloFresh Total Operating Expenses
- HelloFresh Employees
- HelloFresh Meal Plans & Menus
- What Is HelloFresh’s Share of The Meal Preparation Market?
- HelloFresh Meal Subscription Service
- HelloFresh Meal Delivery Service
- HelloFresh Customer’s Profile
- HelloFresh Customers Growth
- HelloFresh Number of Orders & Meals Placed
- HelloFresh Average Order Value
- HelloFresh Average Order Per Customer
Important HelloFresh Stats
- In 2021 alone, HelloFresh delivered 1 billion meals around the world.
- HelloFresh employs over 20,000 people on a full-time basis.
- In the last quarter of 2021, HelloFresh had over 7.2 million active users.
- HelloFresh’s net revenue for 2021 was 6 billion Euros.
HelloFresh Suppliers
HelloFresh works with over 1,500 suppliers to bring food to customers’ tables.
Part of their sustainability model focuses on supplying produce and meats from local farms and domestic distributors.
HelloFresh Brands
Through various acquisitions, HelloFresh now owns five different meal kit companies.
They are:
- Green Chef
- EveryPlate
- Chefsplate
- Factor_
- youfoodz
Green Chef focuses on healthy meals for specific diets like vegan, gluten-free, or keto. EveryPlate offers an affordable meal kit delivery service for families on a budget.
ChefsPlate is a Canadian-based meal kit delivery service.
Factor_ and youfoodz offer prepared meals that are ready to eat in only minutes.
HelloFresh Revenue
HelloFresh’s total revenue for 2021 was 5.9 billion Euros. These stats show that the company as a whole has grown 59.8% just since 2020.
The main sources of revenue for HelloFresh are meal kits and add-ons, prepared meals, and fees from shipping.
In this table, we can see the revenue growth of HelloFresh starting from 2013:
HelloFresh Total Operating Expenses
2021 operating expenses for HelloFresh totaled 4.364 billion Euros.
From 2017-2021, operating expenses averaged 1.931 billion Euros per year. The year with the lowest operating expenses was 2017 when that number was 753.3 million.
Operating expenses increased every year from 2017 to 2021, which correlates with the growth of the company.
HelloFresh Employees
HelloFresh has 20,000 employees located all around the world. The average salary for a HelloFresh employee per year, including bonuses, is 118,850 Euros (or 57.00 Euros/hour)
The median salary for HelloFresh employees per year is 126,573 Euros (60.00 Euros/hour).
HelloFresh Meal Plans & Menus
Each week, HelloFresh offers 50 or more menu items using the freshest meat and produce available.
HelloFresh offers four distinct meal plans, designed to suit most diets and families. They are Veggie, Meat and Veggies, Family Friendly and Low Calorie.
- The Veggie plan is a great option for vegetarians and healthy eaters. These meal kits contain plant-based proteins, as well as a wide assortment of fresh vegetables and fruit.
- The Meat & Veggies plan is perfect for everyday families or couples. These meal kits have recipes that use fresh produce, meat, and fish.
- The Family Friendly plan is designed to appeal to younger palettes. The recipes are kid-friendly and easy to make for busy families.
- The Low-Calorie plan is designed for health-conscious customers. These dietician formulated meal kits are all only 650 calories.
What Is HelloFresh’s Share of The Meal Preparation Market?
The meal kit service market generates approximately 17.9 billion USD per year. HelloFresh as a company represents about 69% of the total meal kit market in the United States.
HelloFresh Meal Subscription Service
HelloFresh meal kit deliveries are offered as a weekly, ongoing subscription. Every week, customers can go into their account and choose their meals for the week.
HelloFresh plans are flexible, meaning you can always skip a week or cancel if you need to.
The average HelloFresh meal works out to 7.49 USD per person. Buying the same products at the grocery store would cost 9.74 USD for each person.
The same meal at a restaurant would cost a whopping 34.60 USD per person!
To put this into perspective, it costs about 53.94 USD for a couple to order 3 meals a week from HelloFresh.
HelloFresh Meal Delivery Service
HelloFresh meal kits are delivered every week and usually arrive 1-2 days after they’ve been shipped.
Their innovative packaging keeps perishables like meat cold for 2 days while in transit. The packaging is also designed to keep the food items cold for up to 12 hours after delivery to your door.
This packaging is constantly being tested and improved in order to keep food as fresh as possible.
HelloFresh Customer’s Profile
The main demographic for HelloFresh meal kits is couples. Most recipes are designed with portions suited for two people.
HelloFresh also works for single people. The double portions means leftovers, which can be eaten for other meals like lunch.
Single people can also stretch the ingredients in their meal kits to make other recipes.
HelloFresh Customers Growth
For HelloFresh, a monthly active customer is any household that has placed one or more orders in the past quarter. This stat doesn’t differentiate between trial users, frequent users, or occasional users.
HelloFresh had 2.5 million monthly active customers in Q3 2021. This number includes US and international users.
This is 1.9 million more monthly active users than in Q3 2020, representing an increase of 47% YOY.
For perspective, HelloFresh has over 5x the amount of active monthly customers than it did in 2017.
Here’s a look at HelloFresh’s customers growth from 2013 to today:
| Year | Monthly Active Customers |
|---|---|
| Q3'16 | 0.84 million |
| Q4'16 | 0.86 million |
| Q1'17 | 1.16 million |
| Q2'17 | 1.25 million |
| Q3'17 | 1.28 million |
| Q4'17 | 1.45 million |
| Q1'18 | 1.88 million |
| Q2'18 | 1.84 million |
| Q3'18 | 1.84 million |
| Q4'18 | 2.04 million |
| Q1'19 | 2.48 million |
| Q2'19 | 2.41 million |
| Q3'19 | 2.61 million |
| Q4'19 | 2.97 million |
| Q1'20 | 4.18 million |
| Q2'20 | 4.18 million |
| Q3'20 | 5 million |
| Q4'20 | 5.29 million |
| Q1'21 | 7.28 million |
| Q2'21 | 7.68 million |
| Q3'21 | 6.94 million |
| Q4'21 | 7.22 million |
HelloFresh Number of Orders & Meals Placed
In 2021, HelloFresh customers made 117.32 million meal kit orders. That’s 74.30 million more orders than 2020 and accounts for a 57.9% increase.
Total meals distributed by HelloFresh in 2021 equals 964.3 million. This is a 60.4% increase over the 601.2 million meals distributed in 2020.
HelloFresh Average Order Value
The average value of a HelloFresh order in 2021 was 51 Euros.
In 2020, that number was 50.4 Euros. So from 2020 to 2021, there was an increase of 2.4% in average order value.
HelloFresh Average Order Per Customer
In Q4 2021, the average active HelloFresh customer placed 4.2 orders. This is an increase from Q4 2020 when the average active customer placed 4.1 orders.
