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🥇 frive.co.uk tops visibility growth, followed by prepkitchen.co.uk and donaldrussell.com
📉 allplants.com saw a massive 91% drop in visibility YoY, while farmison.com and pastaevangelists.com also declined by over 12%.
🔍 Searches for “slimming world kitchen” skyrocketed 1799% YoY, making it the top-growing brand search in the sector.
📈 Market visibility grew by 4% on average.
The 2025 digital leaderboard every brand should have on the fridge
Hungry for a shortcut to success in the meal delivery market? This meal delivery industry analysis reveals the hottest keyword opportunities and the brands stealing the biggest slice of the pie.I’ve boiled Salience’s 69-page report into an easily digestible overview that shows you who’s growing, who’s slipped, and what it means for your brand.
- 100+ meal delivery brands benchmarked across organic visibility, brand demand, and social performance
- Fastest growers and biggest declines, with YoY context
- Keyword trends to guide category pages, FAQs, and content clusters
- Trust signals and review volume comparisons to support E-E-A-T
Which meal delivery brands dominate organic visibility?
Top 10 brands by monthly organic traffic
| Rank | Brand | Monthly Organic Traffic |
|---|---|---|
| 1 | Hello Fresh | 442,644 |
| 2 | Gousto | 243,369 |
| 3 | Cook Food | 152,855 |
| 4 | Riverford | 126,841 |
| 5 | Pasta Evangelists | 73,097 |
| 6 | Odd Box | 67,208 |
| 7 | Wiltshire Farm Foods | 66,569 |
| 8 | Abel And Cole | 60,890 |
| 9 | Muscle Food | 60,093 |
| 10 | Frive | 53,311 |
Despite a modest 4% uplift in overall sector visibility this year, Hello Fresh and Gousto still enjoy the lion’s share of organic traffic. But there’s movement bubbling under the surface, and that’s where your growth headroom lives.
Who’s cooking with gas? The fastest YoY organic traffic growth
- Gousto +33% (now 243k visits)
- Frive +100% (now 53k visits, turbo-charged by its rebrand from Lions Prep)
- Prep Kitchen +53%
- Donald Russell +45%
- Wiltshire Farm Foods +24%
Frive’s leap is the headline grabber: now at 53,311 monthly organic visits, driven by sharper keyword targeting and a polished new brand experience.
And who’s burning the base?
- Hello Fresh -12%
- Allplants -91%
- Riverford -10%
- Pasta Evangelists -13%
- Farmison -14%
Pattern to watch: algorithm pressure on thin recipe content, plus Core Web Vitals and UX issues, often shows up first as a steady YoY slide. Technical health is still the table stakes of meal delivery search performance.
Which meal delivery brands are most trustworthy?
Trustpilot sentiment still sways both Google’s quality signals and purchase decisions. Here’s the top ten for 2025:
| Rank | Brand | Avg. Rating | Review Volume |
|---|---|---|---|
| 1 | Wiltshire Farm Foods | 4.6 | 56,081 |
| 2 | Cook Food | 4.8 | 35,704 |
| 3 | Parsley Box | 4.7 | 40,406 |
| 4 | Riverford | 4.8 | 18,741 |
| 5 | Muscle Food | 3.9 | 116,450 |
| 6 | Odd Box | 4.6 | 18,692 |
| 7 | Oakhouse Foods | 4.5 | 20,042 |
| 8 | Mindful Chef | 4.4 | 19,618 |
| 9 | Abel And Cole | 4.5 | 12,857 |
| 10 | Frive | 4.6 | 8,095 |
Wiltshire Farm Foods’ balance of a high score and hefty volume makes it the sector’s review poster child, which is a critical asset when E-E-A-T matters.
Prominence and share of voice in the meal delivery market
Bringing meal delivery social engagement together with branded search demand shows where pure awareness lives.
| Brand name | Site | Brand searches per month | Owned social score | Rank |
|---|---|---|---|---|
| Hello Fresh | hellofresh.co.uk | 368,000 | 5,320 | 1 |
| Muscle Food | musclefood.com | 74,000 | 2,301 | 2 |
| Gousto | gousto.co.uk | 165,000 | 801 | 3 |
| Riverford | riverford.co.uk | 49,500 | 650 | 4 |
| Simply Cook | simplycook.com | 60,500 | 382 | 5 |
| Green Chef | greenchef.com | 22,200 | 1,039 | 6 |
| Mindful Chef | mindfulchef.com | 60,500 | 351 | 7 |
| Slimming World Kitchen | slimmingworldkitchen.co.uk | 5,400 | 3,869 | 8 |
| Abel And Cole | abelandcole.co.uk | 60,500 | 317 | 9 |
| Odd Box | oddbox.co.uk | 60,500 | 232 | 10 |
Slimming World Kitchen’s owned social score of 3,869 on just 5,400 searches proves you don’t need monster search volume to punch above your weight on engagement.
Meal delivery industry keyword trends for 2025
High-competition staples (high search volume, tough SERPs): food delivery near me, meal prep services, order food online, meal delivery services.
Opportunity sweet spots (lower difficulty, still high intent): low carb ready meals, party food delivery, vegan meal delivery, fresh meal prep.
Working these phrases into category pages, FAQs and content clusters helps you capture incremental traffic without locking horns with the giants on every query.
Meal delivery market outlook and trends to watch
- Market size signal: organic visibility rose 4% YoY, modest but meaningful at scale.
- Buying habits: searches for “meals delivered to house” jumped 78%. Convenience remains king.
- Seasonality: Christmas dinner kits spiked 767%, signalling a seasonal peak you can own with tailored landing pages and supporting content.
- Page experience: Helpful Content and Core Web Vitals mean load time and UX are clear ranking factors, and huge conversion factors too.
Where does your brand go next?
If you’re serious about closing the gap on the names topping today’s tables, three priorities rise to the top:
- Content clusters for opportunity terms – build a mini hub around lower competition, high intent queries to capture incremental demand fast.
- Digital PR for authority – links, brand mentions and social buzz remain one of the fastest ways to lift domain strength and click-through rate.
- UX and technical hygiene – keep Core Web Vitals, crawlability, and on-site journeys clean so rankings turn into revenue.
Want a deeper cut of the tactics behind these wins? Learn more about our eCommerce SEO service.
Check out the Frive case study to see how a rebrand plus a sharper search strategy powered triple-digit growth.
