Meal Box Market Shifts: HelloFresh Alters Strategy and Offers Subscription Service
Competitors of HelloFresh are drawing nearer with the Prosus deal: insights into its potential market impact
In the dynamic world of meal boxes, which encompasses sectors like meal kits and prepared meals, a notable change is taking place. HelloFresh, a key player in the meal kit industry, is shifting its strategy towards profitability, as evidenced by its Q1 figures [6]. This change comes alongside the introduction of a subscription service on its platform.
Securing Access to HelloFresh
For those interested in subscribing to HelloFresh, the process is straightforward. Access can be secured by subscribing, purchasing the subscription plan, and securing immediate access to the platform [1, 2]. The subscription plan is priced at an affordable 9.95 € per month [3]. Existing subscribers of DER AKTIONÄR can log in as usual, while new users can sign up and start enjoying the service [4].
The Tightening Meal Box Market
The meal box market, including both meal kits and prepared meals, is experiencing significant growth globally. The global prepared meals market is projected to grow from $190.71 billion in 2025 to $291.27 billion by 2032, at a CAGR of 6.24% [5]. The meal kit segment, part of the broader food subscription market, is also growing; the global food subscription market is expected to rise from $6.19 billion in 2025 to $11.78 billion by 2032, with a CAGR of 9.63% [5].
The Impact of Deals on Food Delivery Giants
In contrast, companies like Just Eat and Delivery Hero are more focused on traditional online food delivery rather than meal boxes. The online food delivery market is growing at a CAGR of 9.5% from 2025 to 2034, reaching $715.89 billion by 2034 [5]. Deals and partnerships in this space can significantly alter the power dynamics among food delivery companies by enabling strategic acquisitions, technological advancements, and market penetration [5].
However, the specific impact of deals on the power dynamics between Just Eat and Delivery Hero in the meal box market is not directly addressed in the available data, as both are primarily online food delivery platforms. Their influence in the meal box market would likely increase if they diversify into meal kit delivery or form partnerships with meal box companies.
As HelloFresh continues to make strides towards profitability and offers an accessible subscription service, the meal box market is poised for further growth and competition.
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