HelloFresh stock falls as orders decline 13.7 percent

Published on 09/22/2026 at 11:36 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

HelloFresh stock closed at EUR 2.67 on September 18, 2026, after a 1.5 percent decline. Second-quarter orders fell 13.7 percent year over year.

Offene Versandbox mit frischem Gemüse, Kräutern und Kühlpacks auf Holztisch — Fotorealistische Aufnahme einer offenen braunen Versandbox mit frischen Zutaten auf einem Holztisch — Motiv für HelloFresh SE (ISIN DE000A161408), dem führenden Meal-Kit-Lieferdienst Berlins, Illustration mit AI erstellt.

HelloFresh SE (ISIN DE000A161408) closed Xetra trading at EUR 2.67 on September 18, 2026, down 1.5 percent from the previous session. The latest operating figures show the central tension clearly: second-quarter 2026 orders fell 13.7 percent year over year, while meal-kit adjusted AEBITDA margin held at 15.2 percent.

Orders fall while margins hold

According to Aktiencheck on September 21, 2026, group revenue in the second quarter of 2026 declined 7.8 percent on a currency-adjusted basis. The average order value increased 6.5 percent to EUR 71.00, showing that higher customer value partly offset lower volume.

The same September 21, 2026 report said HelloFresh reduced marketing expenditure by EUR 45.2 million in the second quarter and had completed 85 percent of its planned efficiency measures by the end of the first half of 2026. For investors, the comparison is decisive: orders decreased 13.7 percent, but the average order value rose 6.5 percent.

Short positions add pressure

Short-selling activity intensified on September 18, 2026, according to Aktiencheck. D. E. Shaw increased its net short position from 0.80 percent to 0.90 percent, while Marshall Wace held a 2.62 percent position. Five newer disclosed positions listed in the report totaled 6.83 percent.

The short activity is a counter-factor to the stable meal-kit margin. Lower orders can weigh on revenue and customer acquisition economics, while the 15.2 percent adjusted AEBITDA margin indicates that cost discipline is supporting profitability in the core business. The figures do not establish a future share-price direction, but they define the operating test for the next report.

HelloFresh stock stays near its yearly low

HelloFresh stock closed at EUR 2.67 on Xetra on September 18, 2026, after a 1.5 percent daily decline, according to Xetra closing data summarized by IT Boltwise in a September 21, 2026 market report. The level was close to the lower end of the 52-week range, keeping volume recovery and order stabilization central to the valuation debate.

Factor offers a separate operating angle. On September 21, 2026, Aktiencheck reported that HelloFresh planned to expand Factor ready-to-eat meals to more than 800 Target stores across 47 US states. The rollout could broaden distribution beyond the subscription model, but its financial contribution still depends on customer uptake and execution.

Price remains at EUR 2.67

HelloFresh stock closed at EUR 2.67 on Xetra as of September 18, 2026, with a 1.5 percent daily decline. The next market signal will come from the balance between a 13.7 percent order contraction and the 15.2 percent meal-kit adjusted AEBITDA margin.