{"id":144208,"date":"2026-03-18T10:18:15","date_gmt":"2026-03-18T09:18:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=144208"},"modified":"2026-03-18T10:18:16","modified_gmt":"2026-03-18T09:18:16","slug":"hellofresh-est-plus-rentable-mais-la-croissance-se-fait-attendre","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/hellofresh-est-plus-rentable-mais-la-croissance-se-fait-attendre\/","title":{"rendered":"HelloFresh est plus rentable, mais la croissance se fait attendre"},"content":{"rendered":"\n<p><strong>HelloFresh<\/strong>, leader mondial des paniers repas, a enregistr\u00e9 en 2025 une forte hausse de sa marge b\u00e9n\u00e9ficiaire, mais a vu son chiffre d&rsquo;affaires reculer une nouvelle fois. L&rsquo;entreprise maintient sa strat\u00e9gie d&rsquo;efficacit\u00e9, tout en revoyant \u00e0 la baisse ses pr\u00e9visions de croissance pour 2026.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u00e9n\u00e9fices en hausse, chiffre d&rsquo;affaires en baisse<\/h2>\n\n\n\n<p>HelloFresh a cl\u00f4tur\u00e9 l&rsquo;ann\u00e9e 2025 avec un chiffre d&rsquo;affaires de 6,8 milliards d&rsquo;euros, soit une baisse de 9 % en glissement annuel (apr\u00e8s ajustement des effets de change). Ce recul s&rsquo;explique principalement par la baisse du nombre de commandes, bien que la valeur moyenne des commandes ait l\u00e9g\u00e8rement augment\u00e9. <\/p>\n\n\n\n<p>L&rsquo;entreprise a n\u00e9anmoins r\u00e9ussi \u00e0 am\u00e9liorer consid\u00e9rablement sa rentabilit\u00e9 : le r\u00e9sultat d&rsquo;exploitation ajust\u00e9 (AEBITDA) a augment\u00e9 de 14 % pour atteindre 422,8 millions d&rsquo;euros. La marge sur les paniers repas a atteint un niveau record de 13,5 %, contre 9,8 % en 2024.<\/p>\n\n\n\n<p>Les plats pr\u00e9par\u00e9s (Ready-to-Eat, RTE) sont toutefois rest\u00e9s un maillon faible. En raison de probl\u00e8mes op\u00e9rationnels aux \u00c9tats-Unis, cette branche a enregistr\u00e9 l&rsquo;ann\u00e9e derni\u00e8re une marge n\u00e9gative de 1,2 %. Ce n&rsquo;est qu&rsquo;au quatri\u00e8me trimestre que la marge RTE s&rsquo;est redress\u00e9e pour atteindre 6,6 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le programme d&rsquo;efficacit\u00e9 porte ses fruits<\/h2>\n\n\n\n<p>En 2025, HelloFresh a mis\u00e9 pleinement sur les r\u00e9ductions de co\u00fbts. Le programme d&rsquo;efficacit\u00e9, qui pr\u00e9voit 300 millions d&rsquo;euros d&rsquo;\u00e9conomies, est d\u00e9sormais r\u00e9alis\u00e9 \u00e0 80 %. Cela a permis \u00e0 l&rsquo;entreprise d&rsquo;\u00e9conomiser 160 millions d&rsquo;euros et d&rsquo;annoncer une nouvelle augmentation des investissements dans l&rsquo;am\u00e9lioration des produits. Le programme \u00ab The Refresh \u00bb, qui a notamment doubl\u00e9 le choix de recettes, commence \u00e0 porter ses fruits : la fid\u00e9lisation des clients et les taux de commande ont augment\u00e9 au second semestre.<\/p>\n\n\n\n<p>Pour cette ann\u00e9e, HelloFresh pr\u00e9voit \u00e0 nouveau une baisse de son chiffre d&rsquo;affaires de 3 % \u00e0 6 %. Le b\u00e9n\u00e9fice (AEBITDA) devrait se situer entre 375 et 425 millions d\u2019euros, notamment en raison d\u2019effets m\u00e9t\u00e9orologiques ponctuels au premier trimestre. Le PDG Dominik Richter souligne que l\u2019entreprise est d\u00e9sormais pr\u00eate pour une croissance durable : \u00ab L\u2019efficacit\u00e9 cr\u00e9e une marge de man\u0153uvre pour les investissements, de meilleurs produits fid\u00e9lisent davantage les clients, et c\u2019est l\u00e0 la cl\u00e9 d\u2019une croissance rentable. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>HelloFresh, leader mondial des paniers repas, a enregistr\u00e9 une forte hausse de sa marge b\u00e9n\u00e9ficiaire en 2025, mais a vu son chiffre d&rsquo;affaires reculer une nouvelle fois. L&rsquo;entreprise maintient sa strat\u00e9gie d&rsquo;efficacit\u00e9, tout en revoyant \u00e0 la baisse ses pr\u00e9visions de croissance pour 2026.<\/p>\n","protected":false},"author":5,"featured_media":144209,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[254],"topic":[266],"region":[],"class_list":{"0":"post-144208","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-hellofresh","11":"topic-resultats-financiers"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HelloFresh est plus rentable, mais la croissance se fait attendre - 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