HelloFresh Releases Food Trends & Innovation Report Identifying How At-Home Cooking and Eating Habits Are Evolving

●      Home cooking has significantly risen (41%) in the past decade

●      A local, sustainable approach to choosing new ingredients is a focus for consumers in 2022 

●      Adults across sixteen countries aim to eat more vegetables and reduce food waste over the next ten years

NEW YORK--()--In honor of HelloFresh’s 10 year anniversary, HelloFresh, the world’s leading meal kit company, released today a Food Trends & Innovation Report to uncover how food selection, cooking habits, and eating preferences have changed over the last decade, and how consumers anticipate their habits will continue to evolve. This global report surveyed 11,500 respondents across 16 countries.

HelloFresh launched in November 2011 with a mission to change the way people eat forever. Taking a look at how home cooking has shifted since then, the HelloFresh Food Trends & Innovation Report has revealed that 41% of global respondents generally cook more now, with 37% of respondents having increased the amount of fresh ingredients they use in their kitchen.

Notable global findings include:

Increased Food Knowledge: Over a third (35%) of those polled noted that they are more interested in the origin of the food they eat today, and nearly a quarter of respondents will focus on eating more nutritiously by 2032.

Shop Local & Sustainable: Globally, adults are trying to shop more sustainably (31%) and locally (30%) now compared to ten years ago, with 22% planning a reduction in food waste in their home and 23% aiming to eat more vegetables over the next decade.

Broadening Palates: 37% of survey respondents noted that they eat a wider variety of food than they did in 2011.

Shifting Approach Towards Food: 70% stated that not only has their approach to food changed over the past ten years but that they expect their habits to continue changing across the coming decade.

Gathering Around the Table: Connecting over meals is set to keep increasing with 29% of people looking to spend more time eating as a household while 26% view mealtime with others in 2022 as a more important social occasion than before.

In the United States, nearly 46% of Americans cook at home more now compared to 10 years ago and are embracing changes to their culinary habits. 73% of adults agree that their cooking, eating, and food selection habits have significantly changed over the last decade and expect they will continue to change.

Notable U.S. findings include:

Focus on Quality: Approximately 33% of adults are more interested in the foods they eat and where they come from and are happier to spend more money on quality ingredients as compared to 10 years ago.

Happy at Home: Nearly 40% of American adults eat out less compared to 10 years ago, with 44% anticipating cooking with more fresh ingredients and nearly 37% anticipating cooking more from scratch over the next year.

Open to Experience: The most common reason American adults will change their cooking habits is wanting to experience more cuisines (40%).

Younger Generations are More Adventurous Cooks: 29% of 16-24 year olds and 27% of 25-34 year olds are looking to cook more cuisine types over the next year, as compared to nearly 14% of 55+ year olds.

No Regrets: Almost 81% of survey respondents note they feel positively about the change in their eating habits.

“At HelloFresh, we’re always interested in learning the role food plays in people’s lives and are constantly looking at ways to keep inspiring our customers at mealtime,” said Carol England, Culinary Development Manager at HelloFresh. “The Food Trends & Innovation Report allowed us to take a look at how food habits have evolved since we started our business 10 years ago, and we’re excited to see how people will cook, eat and share meals over the next decade.”

For more information around the Food Innovation Report, please visit www.​hellofresh.​com/pages/HelloFresh10Years.

About HelloFresh

HelloFresh is the world’s leading meal-kit company and operates across 16 international markets. In 2020, HelloFresh delivered more than 278 million meals to customers across the U.S. With a focus on helping Americans eat more sustainably, HelloFresh is the first carbon neutral meal-kit company. HelloFresh was named America’s Best Customer Service for Meal Kits in 2020 and voted the Most Trusted Meal Kit Delivery Service in America in 2021 and 2022 by Newsweek. HelloFresh was founded in Berlin in November 2011 and has U.S. offices in New York, Chicago, and Boulder.


Kim Kornfeld, PRUSA@HelloFresh.com


Kim Kornfeld, PRUSA@HelloFresh.com