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Who are the biggest providers of meal kits in the Netherlands? Based on consumer surveys, HelloFresh was estimated to have a market share of 70 percent in 2016. The Allerhandebox (supplied by Albert Heijn, the country’s leading supermarket) had a market share of 14 percent. The source mentions that this specific meal kit had only been on the market for “a few months” at that point. Additionally, HelloFresh was the most recognized brand when it comes food boxes in the Netherlands.

Meal kits or meal boxes?

Fresh meal kits (in Dutch: verse maaltijdpakketten) are quite popular in the Netherlands, with one third of Dutch respondents indicating in 2018 they sometimes bought these. In the third quarter of 2018, roughly 25 percent of Dutch households bought fresh meal kits in supermarkets. Note, however, that the Dutch name of kits like these insinuate that they are bought in a brick and mortar store and usually contain products for a single meal. HelloFresh and the Allerhandebox (usually referred to in Dutch as maaltijdboxen, or meal boxes) often require an online purchase which are then delivered to your home or a store and would probably contain products for multiple meals. The two terms are close but are not immediately the same.

Food retail delivery on the up

It is estimated that the food delivery market size for retail in the Netherlands would reach 1.9 billion euros in 2019. Most Dutch consumers indicated they did their online grocery shopping at either Albert Heijn or Jumbo. Picnic (a Dutch online supermarket that allows customers to order groceries via an app, which will then be delivered for free) was another upcoming method to shop online for groceries.