HelloFresh prioritizes profit margins as order volume declines

HelloFresh is shifting its business strategy to prioritize profit margins over total volume. In the second quarter of 2026, the company reported a 13.7% decline in total orders, with revenue falling 7.8% on a currency-adjusted basis.

To offset declining volume, the company has focused on increasing the average order value, which rose by 6.5% to 71 EUR. This increase is attributed to product improvements, add-on orders, and a higher proportion of premium recipes. Additionally, HelloFresh has significantly reduced marketing expenditures, which fell by 45.2 million EUR compared to the previous year.

Despite the focus on higher-value customers, adjusted EBITDA fell from 158.5 million EUR to 120.6 million EUR, and the corresponding margin decreased from 9.3% to 7.8%.