Rascasse Audience Intelligence

HelloFresh Target Market in United Kingdom

HelloFresh has an estimated audience of 1M people in United Kingdom.

#17among Supermarket in United Kingdom
#713among brands in United Kingdom
#159in Shopping

The average HelloFresh fan in United Kingdom is 38.0 years old, more female, and lives primarily in North West.

By number of fans, HelloFresh ranks #17 among the 199 objects in Supermarket in United Kingdom — 11.6× the group median.

Its fans are 2.7 years younger than the group average of 40.7.

Women make up 71.1% of the fan base, 7.9 percentage points more than the group average.

Compared with the other 198 objects in Supermarket, HelloFresh fans stand out for their interest in Radio 1, The White Company and Littlewoods.

Most fans live in North West, South East, South West.

Top affinities include Radio 1, The White Company, Littlewoods, with strongest over-indexing on Radio 1 (12.39× the country average).

Demographically, the HelloFresh audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

The typical HelloFresh fan in United Kingdom is more female, around 38.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Radio 1.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1M
in United Kingdom
Gender
71.1%♀
28.9% male
Age
38.0
average years
Country rank
#6729
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

-70%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of HelloFresh

71.1% are female, 28.9% are male, average age 38.0.

Fig. 02

Gender split

71.1%
Female
28.9%
Male
Demographic split for HelloFresh audience in United Kingdom
MetricValue
Female71.1%
Male28.9%
Average age38.0
Estimated audience size1M
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the HelloFresh audience in United Kingdom
Age bracketShare%
16-2421%
25-3424%
35-4420%
45-5419%
55+16%
Fig. 04

Worldwide distribution

11.8%

of the worldwide HelloFresh audience comes from United Kingdom.

Worldwide audience distribution share by country for HelloFresh
CountryShare
United States38.5%
United Kingdom11.8%
Germany8.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

HelloFresh customers by region in United Kingdom
#RegionReachAffinity×
01East Midlands~100K1.39×
02Wales~60K1.32×
03North West~100K1.24×
04South West~100K1.24×
05East of England~100K1.05×
06Scotland~80K1.02×
07South East~100K0.99×
08North East~40K0.93×
09Yorkshire and the Humber~70K0.81×
10West Midlands~70K0.73×
11Northern Ireland~20K0.67×
12Greater London~80K0.61×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the HelloFresh audience vs. the country average
#·InterestCategoryAffinity×
01Radio 1Music & Radio12.39×
02The White CompanyLiterature3.58×
03LittlewoodsBusiness & Career3.48×
04Oak Furniture LandHome & Garden3.43×
05DunelmHome & Garden3.19×
06HobbycraftHome & Garden3.15×
07MatalanShopping2.94×
08OcadoShopping2.41×
09New LookFashion & Accessoires2.21×
10Very (online retailer)Website / Newspaper / Magazine2.16×
11CostcoShopping2.11×
12Home BargainsShopping2.05×
13HouseholdHome & Garden2.04×
14TUITravel & Leisure2.03×
15IKEAHome & Garden1.98×
16DebenhamsFashion & Accessoires1.94×
17BedHome & Garden1.78×
18RecipesFood & Beverages1.75×
19PetsPets & Animals1.74×
20AldiShopping1.74×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the HelloFresh audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the HelloFresh audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.71×
IndulgenceJOY1.51×
Community OrientationOPEN1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the HelloFresh audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.67×
Risk AppetiteTHRILL0.68×
Social Media UsageJOY0.77×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in HelloFresh over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/gb/hellofresh-21122” · Methodology