Hellofresh inspires!

Hellofresh presented good financial results for 2021. HelloFresh delivered nearly 1 billion meals to 7 million households in 2021. Sales increased by more than 60 percent to 6 billion euros. Profit was almost 160 million euros. That could have been higher if the company had not invested heavily in expansion into new markets and fulfillment capacity in 2021. Sales should grow between 20 and 26 percent in 2022. Great outlook. Hellofresh is maturing.

Changing consumer behavior

Hellofresh foresees excellent opportunities in the market for online food, both in daily groceries and ready-to-eat meals. Food is the largest consumer market with still the lowest share of online purchases. Hellofresh’s penetration in their markets is currently less than half a percent. Hellofresh is going to give consumers more choice and much faster delivery times.

Hellofresh ultimately wants to be the ‘world’s leading fully integrated food solutions group’ with complete supply chain integration, sourcing, production, and delivery. They have an enormous head start on the classic food chains with their own ‘ in-house’ chain logistics operations and information technology competencies. There, fragmentation, waste, and price battles are still the order of the day.

Hellofresh can quickly adapt their service-offerings to consumers, cost benefits through more innovative working remain within the company, and rapidly implement innovations.