Brandwave

Meal kit services:Which are searched most?

In September 2026, HelloFresh was the most searched among meal kit services worldwide, with an estimated 550K branded searches and 44.6% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. HelloFresh44.6%
  2. Home Chef29.8%
  3. Gousto13.4%
  4. Blue Apron7.3%
  5. Marley Spoon4.9%

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Share of SearchLeaderboard

Compare the services that deliver recipe boxes. 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.

Share of Search among meal kit services worldwide, by month

Share of Search by month for HelloFresh, Home Chef, Gousto, Blue Apron, Marley Spoon. The figures are in the table below the chart.

View monthly share of search table
MonthHelloFreshHome ChefGoustoBlue ApronMarley Spoon
Oct 202558.9%14.4%9.7%11.8%5.3%
Nov 202566.5%10.9%8.9%8.9%4.9%
Dec 202561.9%15.2%8.3%10.1%4.5%
Jan 202656.6%13.9%13.9%9.3%6.2%
Feb 202657.6%14.1%14.1%6.3%7.8%
Mar 202656.6%16.9%11.3%7.6%7.6%
Apr 202651.5%18.9%12.6%8.5%8.5%
May 202647.3%21.2%14.1%9.5%7.8%
Jun 202647.5%21.3%11.7%11.7%7.8%
Jul 202645.2%24.8%13.6%9.1%7.4%
Aug 202645.5%24.8%11.1%11.1%7.5%
Sep 202644.6%29.8%13.4%7.3%4.9%

This month’s ranking, September 2026

  1. 1.HelloFresh

    44.6%

    Held 1st. 550K estimated branded searches, +22.2% vs prior month. Share -0.9 points.

  2. 2.Home Chef

    29.8%

    Held 2nd. 368K estimated branded searches, +49.6% vs prior month. Share +5 points.

  3. 3.Gousto

    13.4%

    Moved from 4th to 3rd. 165K estimated branded searches, +50% vs prior month. Share +2.3 points.

  4. 4.Blue Apron

    7.3%

    Moved from 3rd to 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -3.8 points.

  5. 5.Marley Spoon

    4.9%

    Held 5th. 60.5K estimated branded searches, -18.2% vs prior month. Share -2.6 points.

Compare search popularity between leading brands

Which brand is most popular in search among meal kit services worldwide?

In September 2026, HelloFresh was the most searched among meal kit services worldwide, with an estimated 550K branded searches and 44.6% estimated Share of Search within this set. Home Chef is in 2nd place, 14.7 percentage points behind at 29.8% Share of Search.

Global meal kit services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
HelloFresh58.9% → 44.6%66.5%Nov 202544.6%Sep 20261st
Home Chef14.4% → 29.8%29.8%Sep 202610.9%Nov 20252nd
Gousto9.7% → 13.4%14.1%May 20268.3%Dec 20254th → 3rd
Blue Apron11.8% → 7.3%11.8%Oct 20256.3%Feb 20263rd → 4th
Marley Spoon5.3% → 4.9%8.5%Apr 20264.5%Dec 20255th

Each finding as a sentence

  • Across the 12 months ending September 2026, HelloFresh’s estimated Share of Search among meal kit services worldwide decreased from 58.9% to 44.6%.
  • Across the 12 months ending September 2026, Home Chef’s estimated Share of Search among meal kit services worldwide increased from 14.4% to 29.8%.
  • Across the 12 months ending September 2026, Gousto’s estimated Share of Search among meal kit services worldwide increased from 9.7% to 13.4%.
  • Across the 12 months ending September 2026, Blue Apron’s estimated Share of Search among meal kit services worldwide decreased from 11.8% to 7.3%.
  • Across the 12 months ending September 2026, HelloFresh’s estimated Share of Search among meal kit services worldwide peaked at 66.5% in November 2025 and was lowest at 44.6% in September 2026.
  • Across the 12 months ending September 2026, Home Chef’s estimated Share of Search among meal kit services worldwide peaked at 29.8% in September 2026 and was lowest at 10.9% in November 2025.
  • Across the 12 months ending September 2026, Gousto’s estimated Share of Search among meal kit services worldwide peaked at 14.1% in May 2026 and was lowest at 8.3% in December 2025.
  • Across the 12 months ending September 2026, Blue Apron’s estimated Share of Search among meal kit services worldwide peaked at 11.8% in October 2025 and was lowest at 6.3% in February 2026.
  • Across the 12 months ending September 2026, Marley Spoon’s estimated Share of Search among meal kit services worldwide peaked at 8.5% in April 2026 and was lowest at 4.5% in December 2025.
  • Across the 12 months ending September 2026, Gousto rose from 4th to 3rd among meal kit services worldwide.
  • Across the 12 months ending September 2026, Blue Apron fell from 3rd to 4th among meal kit services worldwide.
  • Across the 12 months ending September 2026, Marley Spoon held steady: its estimated Share of Search among meal kit services worldwide moved less than 0.5 percentage points.

How did search popularity change for meal kit services worldwide in September 2026?

  1. In September 2026, Gousto overtook Blue Apron to rank 3rd among meal kit services worldwide, with 13.4% estimated Share of Search.

  2. In September 2026, Home Chef gained estimated Share of Search among meal kit services worldwide, from 24.8% to 29.8%.

  3. In September 2026, Blue Apron lost estimated Share of Search among meal kit services worldwide, from 11.1% to 7.3%.

  4. In September 2026, Marley Spoon lost estimated Share of Search among meal kit services worldwide, from 7.5% to 4.9%.

  5. In September 2026, HelloFresh lost estimated Share of Search among meal kit services worldwide, from 45.5% to 44.6%.

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