Observed Signal · Aug 13, 2026 · Earnings Report · Source: Retail-News · Impact: 4/5 · Sentiment: Negative
Earnings Report Market: HelloFresh Q2 2026: Revenue Falls, Efficiency Program Continues
HelloFresh reported around €1.5 billion in revenue for Q2 2026 and an adjusted EBITDA of €120.6 million, with currency-adjusted revenue down 7.8% year-over-year. The company reduced marketing spend, delivered 21.8 million orders (down 13.7% y/y) and raised average order value to €71. HelloFresh says product improvements helped retention in existing customers and that about 85% of planned efficiency measures were implemented by the end of H1. The group reaffirmed its 2026 adjusted EBITDA guidance of €375–425 million while expecting a currency-adjusted revenue decline of 3–6% for the year.
Quarterly financial results and guidance from a large D2C advertiser that is materially cutting marketing spend and prioritizing efficiency have direct implications for ad spend and retail media demand.
Wichtigste Kernpunkte & Evidenz
- HelloFresh reported Q2 2026 revenue of around €1.5 billion, down from €1.7 billion year‑over‑year (currency‑adjusted decline of 7.8%).
- Adjusted EBITDA for Q2 2026 was €120.6 million (prior-year Q2: €158.5 million); group AEBITDA margin for Q2 was 15.2%.
- HelloFresh delivered 21.8 million orders in Q2 2026, a decline of 13.7% versus 25.3 million a year earlier.
- Average order value rose currency‑adjusted by 6.5% to €71 (from €66.70), helped by product improvements and add‑on purchases.
- The company said ~85% of its planned efficiency program measures were implemented by end of H1 2026 and reaffirmed FY 2026 adjusted EBITDA guidance of €375–425 million while expecting a currency‑adjusted revenue decline of 3–6%.
Verknüpfte Unternehmen
3 verknüpfte UnternehmenRETAIL-NEWS.de
B2B-Fachmedium und News-Plattform für den Einzelhandel und E-Commerce im deutschsprachigen Raum.
“Article published by Retail-News (author: Retail-News editorial team) on 13 August 2026....”
Amazon
Globale Commerce-, Cloud-, Advertising- und Abonnement-Plattform.
“Affiliate link / promotion in the article with text 'Now on Amazon' (German: 'Jetzt bei Amazon entdecken')....”
HelloFresh
Kochboxen-Abonnement-Anbieter mit erweiterten Angeboten für Fertiggerichte, Lebensmittel und Retail Media.
“HelloFresh reported lower revenue and a decline in adjusted operating results in Q2 2026 and continues to prioritize profitability and effic...”
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