It also excludes sales made via gift card or third-party sellers.Īll meal kit companies in our analysis offer weekly deliveries of fresh ingredients and recipes chosen by the customer. sales through each company’s own website. Notably, Bloomberg Second Measure data only includes U.S. Market share for Marley Spoon Inc, which consists of Marley Spoon and Dinnerly, accounted for 3 percent of meal kit market share, while Sunbasket earned 2 percent. Home Chef, which is owned by grocery giant Kroger (NYSE: KR), earned 12 percent of meal kit market share in 2022, followed by Blue Apron with 6 percent. 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. 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.Īppetite for HelloFresh has grown compared to other meal kit companies 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.

Blue apron heat and eat