HelloFresh data shows subscription retailers can spot plant‑based trends early
HelloFresh reported that the number of customers ordering recipe boxes with 30 or more plants a week has more than doubled in the last five years. One in ten customers now orders such boxes, while 55% of Britons say they are trying to eat a wider variety of plants than five years ago.
The data also indicates that almost half of adults have seen social‑media content about eating diverse plants for gut health, a trend HelloFresh links to rising awareness of fibre intake and overall wellbeing. Subscription businesses can use this continuous behavioural insight to adjust menus, develop new products and improve personalisation, which helps with customer retention. HelloFresh senior recipe development manager Mimi Morley said plant diversity has gone mainstream and that the company has been building beans, pulses, grains, herbs, vegetables and fruit into its menus for years.
“Plant diversity has gone mainstream. Tim Spector’s research has helped millions of people understand that gut health isn’t about cutting things out; it’s about adding variety in. And we’re seeing that play out in kitchens across the country. Customers want meals that make it easy to hit their fibre and plant-variety goals without sacrificing flavour or convenience,” Mimi Morley, senior recipe development manager at HelloFresh UK said.
“At HelloFresh, we’ve been building plant diversity into our menus for years, through beans, pulses, grains, herbs, vegetables and fruit. The fact that so many customers are now hitting 30 plants a week from their box alone shows how achievable gut-friendly eating can be when variety is built in,” Mimi Morley, senior recipe development manager at HelloFresh UK said.
What we know
The number of customers ordering recipe boxes containing 30 or more plants a week has more than doubled over the past five years.
One in 10 customers now orders boxes containing more than 30 plants a week.
55% of Britons are actively trying to eat a wider variety of plants than they did five years ago.
almost half of adults reporting they have seen content about eating a diverse range of plants for gut health.