HelloFresh vs My Food Bag:Which is more popular by branded search in New Zealand?
In August 2026, My Food Bag had more branded searches than HelloFresh among meal kit delivery brands in New Zealand. My Food Bag was estimated to have 36.5K branded searches compared to HelloFresh’s 33.3K, and held a 38.4% Share of Search versus HelloFresh’s 35%.
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Which is more popular in search, HelloFresh or My Food Bag?
Recipe-led meal kit services delivering ingredients and cooking instructions to New Zealand 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.
Share of Search by month for My Food Bag, HelloFresh. The figures are in the table below the chart.
View monthly share of search table
| Month | My Food Bag | HelloFresh | Bargain Box | Woop | Green Dinner Table |
|---|---|---|---|---|---|
| Oct 2025 | 39.8% | 37.2% | 17.7% | 4.9% | 0.28% |
| Nov 2025 | 44.8% | 32.7% | 17% | 5% | 0.49% |
| Dec 2025 | 46.9% | 32.3% | 14.4% | 5.8% | 0.51% |
| Jan 2026 | 34.5% | 40.8% | 18.9% | 5.4% | 0.3% |
| Feb 2026 | 36.5% | 40.9% | 17.6% | 4.7% | 0.32% |
| Mar 2026 | 36% | 39.2% | 19.7% | 4.8% | 0.31% |
| Apr 2026 | 40% | 36.8% | 17.9% | 5% | 0.28% |
| May 2026 | 40.6% | 35.9% | 18.4% | 4.8% | 0.29% |
| Jun 2026 | 40% | 36% | 18.1% | 5.4% | 0.43% |
| Jul 2026 | 38.6% | 34.5% | 21.7% | 4.7% | 0.51% |
| Aug 2026 | 38.4% | 35% | 21.5% | 4.7% | 0.5% |
| Sep 2026 | — | — | — | — | — |
How has the HelloFresh and My Food Bag comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: HelloFresh took it in January 2026, My Food Bag took it in April 2026.
- Across the 11 months ending August 2026, HelloFresh’s estimated Share of Search among meal kit delivery brands in New Zealand moved from 37.2% to 35%, and its estimated monthly branded searches moved from 35K to 33.3K.
- Across the 11 months ending August 2026, My Food Bag’s estimated Share of Search among meal kit delivery brands in New Zealand moved from 39.8% to 38.4%, and its estimated monthly branded searches moved from 37.4K to 36.5K.
How did search popularity change for New Zealand meal kit delivery brands in August 2026?
1 change
My Food Bag’s estimated Share of Search among meal kit delivery brands in New Zealand has lost ground for 3 months in a row, from 40.6% to 38.4% in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using HelloFresh’s and My Food Bag’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
HelloFresh
6 branded search terms
- hello fresh
- hello fresh meals
- hello fresh nz
- hellofresh
- hellofresh meal kits
- hellofresh nz
My Food Bag
5 branded search terms
- my food bag
- my food bag meals
- my food bag nz
- myfoodbag
- myfoodbag nz
Put your own brand in this comparison
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