Brands Featured

  • hellofresh.co.uk
    hellofresh.co.uk
    gousto.co.uk
    gousto.co.uk
    abelandcole.co.uk
    abelandcole.co.uk
    riverford.co.uk
    riverford.co.uk
    simplycook.com
    simplycook.com
  • abelandcole.co.uk
  • gousto.co.uk
  • riverford.co.uk
  • hellofresh.co.uk
  • simplycook.com
  • fieldandflower.co.uk
  • wiltshirefarmfoods.com
  • allplants.com
  • balancebox.com
  • mindfulchef.com
  • oakhousefoods.co.uk
  • oddbox.co.uk
  • purepackage.com
  • detoxkitchen.co.uk
  • eversfieldorganic.co.uk
  • fishforthought.co.uk
  • potage.co.uk
  • theveganlarder.com
  • myfood.co.uk
  • thecornishfoodboxcompany.co.uk
  • feastbox.co.uk
  • boxdfresh.co.uk
  • realfoodbox.co.uk
  • leafychef.com
  • maasala.com

Show More Brands

What to expect inside

Latest insights

  • hellofresh.co.uk tops the brand reach score table
  • abelandcole.co.uk is No.1 for overall organic visibility
  • hellofresh.co.uk & oakhousefoods.co.uk have lost out on signiificant portions of their organic visibility in the last 12 months
  • abelandcole.co.uk is showing to have the fastest pagespeed, an important ranking factor

10 minutes Reading time

20 pages Length

Updated Aug 2019

What is this Recipe Box Market performance report about?

In an age where spare time is in short supply and convenience is key, food subscription boxes are becoming increasingly popular. One particular niche in this market is recipe boxes; a service which provides all the ingredients to make a certain meal delivered to your door, meaning all you need to do is cook it. Minimal planning and preparation required but all the benefits of a well-balanced, nutritious diet. For those who can afford it, this service can shave off hours in the week spent shopping and wondering what to have for dinner.

We’ve looked at the top five sites in this small market to see what they’re doing well and how they could improve. Our dataset does go further than this, so if you’d like to discuss your own metrics, please get in touch.

SEO growth for the Recipe Box Market

This market has grown 18% year on year overall for organic visibility. Visibility across the market is predominantly low, but the improvements seen across the sites shows that there has been an increased attention towards SEO in the industry.

The outlook has been mostly positive for the top five recipe subscription box sites:

  • abelandcole.co.uk (+152%)
  • gousto.co.uk (-2%)
  • riverford.co.uk (+18%)
  • hellofresh.co.uk (-18%)
  • simplycook.com (+64%)

Abel & Cole has done a fantastic job going from 4th to 1st place for visibility this year.

Recipe Box Winners & Losers

Across the board we saw some amazing wins but also some pretty big losses for visibility:

Winners:

SITE

01 July 2019

01 July 2018

Difference

abelandcole.co.uk

5161

2047

152%

riverford.co.uk

3830

3248

18%

fieldandflower.co.uk

483

106

356%

simplycook.com

872

532

64%

allplants.com

295

70

321%

 

Losers:

SITE

01 July 2019

01 July 2018

Difference

hellofresh.co.uk

3540

4328

-18%

oakhousefoods.co.uk

138

363

-62%

detoxkitchen.co.uk

68

284

-76%

balancebox.com

218

408

-47%

mindfulchef.com

212

391

-46%

 

Google Trends

The term ‘recipe box’ (search volume, 3,600) has had a 50% increase in searches over the last 5 years. Peaks tend to happen in January which is unsurprising considering the ‘new year, new me’ mentality that people often adopt towards foods and dieting as their new year’s resolution.

Vegetable boxes are also becoming more popular, with ‘veg box’ gaining around 2,400 searches a month and ‘veg box delivery’ getting 1,000.

Wonky veg boxes were all over the news when Asda launched theirs in February 2016. This caused a huge spike in searches which can be seen here:

With sustainability, fair trade and a more prominent consciousness about where our food is coming from, we could also see an increase in ‘organic’ searches over the coming years. Searches for ‘organic veg box’ (search volume, 880) have increased by just over 10% in the last 12 months. Again, this peaked between 30th December and 5th January – new year’s resolution time.

Social – a recipe for success

Subscription box services, regardless of what they deliver, exist solely online. So, it’s more important for these companies to have a strong online presence.

Social media is the perfect place to build an audience, shout about what you do and utilise customer testimonials to prove you’re as good as you say you are.

Compared to some industries, it looks as though these recipe box subscription suppliers understand the importance of social which is reflected in their number of brand searches per month and owned social scores.

HelloFresh is smashing social. Their feeds are packed with tips on how to make certain foods, including the ingredients for different sauces, as well as loads of mouth-watering pictures.

They make great use of their Instagram story highlights which has different sections including ‘Blog’, ‘Menu’ and ‘Inspiration’ to tailor to an individual’s intent. They also have a section called ‘Suppliers’ which helps customers to see where they source their products from.

They do have a personalised hashtag, #HelloFreshSnaps, but they don’t seem to post many pictures from their customers. Including more customer pictures not only encourages people to engage but also proves that people are happy with the service.

Gousto is next on the social list. They post similarly appetising pictures, but they also go further in promoting their service with special offers such as ‘invite a friend’ schemes where you’ll both save money.

They also repost influencer images and videos which opens up Gousto to thousands, potentially millions more followers. Collaborating with influencers can be a fantastic way of getting your name out there and promoting your service.

Whatever your approach to social, always remember to keep your brand tone of voice consistent, provide unique content, utilise influencer influence and use this space to show testimonials from real customers.

Speedy meals, speedier sites

If your site is slow, nobody will want to stick around. Page speed has emerged as one of the most important site metrics and, therefore, should be a big priority for recipe box subscription sites.

We tested our top five sites for page speed on desktop and mobile. You can see the comparison in the full report, but here is the top five overall:

  1. abelandcole.co.uk
  2. simplycook.com
  3. hellofresh.co.uk
  4. riverford.co.uk
  5. gousto.co.uk

Improving your page speed can improve rankings across your site, which can increase click through rate and, in turn, sales.

To speak to us about page speed, keywords, visibility or anything else, contact us today. Alternatively, start a live chat.

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