--- title: "HelloFresh: search popularity in Australia" description: "Recipe-led meal kits delivered to households. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/hellofresh" publisher: "Brandwave" --- # HelloFresh: search popularity in Australia Recipe-led meal kits delivered to households. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: HelloFresh - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among meal kit services**: 27.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Meal kit services | 2 | 27.7% | 18.1K | - [Meal kit services](/demand/au/categories/au-meal-kit-services) ## Top meal kit services in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, HelloFresh appeared in all five answers. HelloFresh is the most recommended of the four. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | HelloFresh | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Marley Spoon | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | EveryPlate | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Dinnerly | 4th | 3 of 3 | 2 of 2 | 5 of 5 | ## Every AI answer about meal kit services - Asked ChatGPT "Which meal kit service should I order in Australia?": 1. HelloFresh, 2. EveryPlate, 3. Marley Spoon, 4. Dinnerly - Asked ChatGPT "What are the best meal kit services in Australia?": 1. HelloFresh, 2. EveryPlate, 3. Marley Spoon, 4. Dinnerly - Asked ChatGPT "What's the cheapest good meal kit in Australia for a family?": 1. EveryPlate, 2. Dinnerly, 3. HelloFresh - Searched Google, AI Overview "meal kits": 1. HelloFresh, 2. Marley Spoon, 3. Dinnerly - Searched Google, AI Overview "hellofresh alternatives": 1. Marley Spoon, 2. Dinnerly, 3. HelloFresh Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for HelloFresh changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for HelloFresh in Australia fell from 49.5K to 18.1K. - Across the 12 months ending September 2026, HelloFresh’s share of searches among meal kit services in Australia decreased from 46.3% to 27.7%. - Across the 12 months ending September 2026, HelloFresh’s share of searches among meal kit services in Australia peaked at 49.1% in December 2025 and was lowest at 19.8% in June 2026. - Across the 12 months ending September 2026, HelloFresh fell from 1st to 2nd among meal kit services in Australia. ## How did search popularity change for Australia meal kit services in September 2026? - In September 2026, EveryPlate overtook Dinnerly to rank 3rd among meal kit services in Australia, with 18.5% of the searches. - In September 2026, HelloFresh gained share of searches among meal kit services in Australia, from 21.9% to 27.7%. - In September 2026, Marley Spoon lost share of searches among meal kit services in Australia, from 48.9% to 41.4%. - In September 2026, Dinnerly lost share of searches among meal kit services in Australia, from 14.6% to 12.4%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Meal kit services | 49.5K | 46.3% | 1 | | Nov 2025 | Meal kit services | 40.5K | 45.2% | 1 | | Dec 2025 | Meal kit services | 33.1K | 49.1% | 1 | | Jan 2026 | Meal kit services | 40.5K | 36.6% | 1 | | Feb 2026 | Meal kit services | 22.2K | 24.8% | 2 | | Mar 2026 | Meal kit services | 18.1K | 21.2% | 2 | | Apr 2026 | Meal kit services | 14.8K | 23.2% | 2 | | May 2026 | Meal kit services | 14.8K | 20.5% | 2 | | Jun 2026 | Meal kit services | 12.1K | 19.8% | 3 | | Jul 2026 | Meal kit services | 12.1K | 20.5% | 2 | | Aug 2026 | Meal kit services | 14.8K | 21.9% | 2 | | Sep 2026 | Meal kit services | 18.1K | 27.7% | 2 | ## How are HelloFresh’s branded searches counted? Brandwave collects information about searches that people make online using HelloFresh’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “hellofresh” ## Which meal kit services compete with HelloFresh? - [Marley Spoon](/demand/au/brands/marley-spoon): Head-to-head: /demand/au/compare/hellofresh-vs-marley-spoon - [EveryPlate](/demand/au/brands/everyplate): Head-to-head: /demand/au/compare/everyplate-vs-hellofresh - [Dinnerly](/demand/au/brands/dinnerly): Head-to-head: /demand/au/compare/dinnerly-vs-hellofresh ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "HelloFresh: search popularity in Australia". https://gobrandwave.com/demand/au/brands/hellofresh This page is also available as HTML at https://gobrandwave.com/demand/au/brands/hellofresh. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.