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Sensor Tower · Abraham Yousef · August 2024
EMEA Food and Meal Kit Delivery App Trends
Food delivery and meal kit delivery platforms in EMEA have experienced a lapse in demand, driven by broader inflationary pressure on consumers. Per Sensor Tower data, both Deliveroo and HelloFresh have seen mobile app MAUs fall double-digits YoY for the past few quarters, signifying struggles in fostering return visits or subscriptions (in HelloFresh’s case).
Key Takeaways:
Per ST data, Deliveroo mobile app MAUs fell an average of 14% YoY, per quarter, from 1Q23-4Q23, in line with declines in the company’s reported monthly active customers (MACs), which fell 7% in the same period. ST MAUs for Deliveroo have largely moved directionally in line with the company’s reported MACs, boasting a .86 correlation coefficient from 1Q20-2Q24
In 2Q24, the company’s reported GTV and revenue increased 6% and 1% YoY, respectively, representing a 100bps acceleration from 1Q24 growth. This was directionally in line with ST MAUs for Deliveroo, which declined 4% YoY in 2Q24, representing an acceleration of ~200bps in YoY growth vs 1Q24, suggesting that this may be a useful proxy in determining how aggressively the food delivery company is growing its top line
Driven by a lapse in demand in the post-pandemic period as consumers have opted for in-store grocery shopping in lieu of a pricey monthly subscription for meals, ST data shows that HelloFresh mobile app MAUs declined an average of 6% YoY, per quarter for five consecutive quarters (4Q22-4Q23), directionally in line with the company’s reported active customers (-5% YoY) in the same period
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