How popular isHelloFresh?
In September 2026, people searched for HelloFresh by name about 18,100 times in Australia, a 63.4% decrease from the previous year. These searches made up 27.7% of all Australia meal kit service searches, placing HelloFresh second out of four services. When we asked both ChatGPT and Google AI Overviews about meal kit services, HelloFresh appeared in all answers and was the most recommended of the four.
HelloFresh is the second most searched of 4 competitors and the most recommended in AI answers.
Marley SpoonShare of searches 41.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
HelloFreshShare of searches 27.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
EveryPlateShare of searches 18.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
DinnerlyShare of searches 12.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- HelloFresh1st
- Marley Spoon2nd
- EveryPlate3rd
- Dinnerly4th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- HelloFresh5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dinnerly5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Marley Spoon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- EveryPlate3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about meal kit services
5 answers
Asked ChatGPT
“Which meal kit service should I order in Australia?”
Asked ChatGPT
“What are the best meal kit services in Australia?”
Asked ChatGPT
“What's the cheapest good meal kit in Australia for a family?”
Searched Google, AI Overview
“meal kits”
Searched Google, AI Overview
“hellofresh alternatives”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which meal kit services compete with HelloFresh?
Share of searches by month for Marley Spoon, HelloFresh, EveryPlate, Dinnerly. The figures are in the table below the chart.
View monthly share of searches table
| Month | Marley Spoon | HelloFresh | EveryPlate | Dinnerly |
|---|---|---|---|---|
| Oct 2025 | 31% | 46.3% | 11.3% | 11.3% |
| Nov 2025 | 30.2% | 45.2% | 11% | 13.5% |
| Dec 2025 | 26.9% | 49.1% | 12% | 12% |
| Jan 2026 | 36.6% | 36.6% | 13.4% | 13.4% |
| Feb 2026 | 45.2% | 24.8% | 13.5% | 16.5% |
| Mar 2026 | 47.4% | 21.2% | 17.3% | 14.2% |
| Apr 2026 | 42.4% | 23.2% | 18.9% | 15.5% |
| May 2026 | 45.9% | 20.5% | 16.8% | 16.8% |
| Jun 2026 | 44.3% | 19.8% | 16.2% | 19.8% |
| Jul 2026 | 45.9% | 20.5% | 16.8% | 16.8% |
| Aug 2026 | 48.9% | 21.9% | 14.6% | 14.6% |
| Sep 2026 | 41.4% | 27.7% | 18.5% | 12.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 41.4% | 27.1K | -18.1% | -7.5 points | |
| 2, held 2nd | 27.7% | 18.1K | +22.3% | +5.8 points | |
| 3, moved from 4th to 3rd | 18.5% | 12.1K | +22.2% | +3.9 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 12.4% | 8.1K | -18.2% | -2.2 pointsmoved from 3rd to 4th |
41.4%
Held 1st. 27.1K estimated branded searches, -18.1% vs prior month. Share -7.5 points.
27.7%
Held 2nd. 18.1K estimated branded searches, +22.3% vs prior month. Share +5.8 points.
18.5%
Moved from 4th to 3rd. 12.1K estimated branded searches, +22.2% vs prior month. Share +3.9 points.
4.
Dinnerly12.4%
Moved from 3rd to 4th. 8.1K estimated branded searches, -18.2% vs prior month. Share -2.2 points.
Compare popularity between HelloFresh and its closest rivals
Every comparison with HelloFresh
3 comparisons
How has branded search demand for HelloFresh changed in Australia over the last 12 months?
4 findings
- 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?
4 changes
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%.
How are HelloFresh’s branded searches counted?
1 search term
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
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Is HelloFresh your brand?
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