In 2022, HelloFresh and these subsidiaries accounted for 78 percent of meal kit sales among the companies in our analysis. HelloFresh’s increasing market share may also be attributed to its acquisitions of smaller meal kit companies, such as Green Chef in 2018 and Factor 75 in 2020, and the launch of EveryPlate in 2018 as a lower cost alternative.
HelloFresh has been eating up meal kit market share over the past four years, as the company’s sales growth outpaced most of its competitors. Appetite for HelloFresh has grown compared to other meal kit companies
Using consumer transaction data, Bloomberg Second Measure analyzed a few of the major meal kit companies-including Blue Apron, HelloFresh, Home Chef, Marley Spoon, and Sunbasket-to see how market share and customer retention compared within the industry as of the end of 2022. In fact, some meal kit companies like Blue Apron and HelloFresh announced layoffs in recent months, and Blue Apron (NYSE: APRN) received a delisting notice from the NYSE in December 2022. But in recent years, the industry has seen challenges related to seasonal demand, rising inflation, and high operational and marketing costs. Meal kit companies had sizzling sales in the early months of COVID-19, as consumers turned to subscription services to fulfill basic needs.
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