GrabFood Most Often Used For Food Delivery In SEA, Reveals 2022 Trends Report

Friday, November 25th, 2022 | 3974 Views

Grab Unveils Food & Delivery Trends in their latest Southeast Asia (SEA) Food and Grocery Trends 2022 report.
Seven in 10 consumers view delivery as a permanent part of their post-pandemic life, eight in 10 merchants say delivery is a must-have for their businesses, and for food delivery, GrabFood was the most often used brand across Southeast Asia, revealed Grab’s latest Southeast Asia (SEA) Food and Grocery Trends 2022 report.


The report, which combined survey insights from over 60,000 food and grocery delivery users in SEA, as well as data insights from Grab’s platform, revealed that the “delivery life” is here to stay.


Results also showed an increasing dependence on delivery apps among consumers who now rely on platforms as their “search engine” to discover and try merchants they have never visited in person.


Commenting on the findings, Sean Goh, Regional Head of Mobility and Deliveries said: “Deliveries continue to be a prominent part of consumers’ lives. In fact, consumers are shifting more and more of their food journey online, which presents additional opportunities for brands to reach and engage consumers online. This has inspired us to rethink our app experience to make food discovery more intuitive so that we drive more demand back to our merchant-partners.”


Key industry trends from the report are:

1. Consumers regard food and grocery delivery services as a new way of life, instead of a necessity during Covid, and an indulgence before that. Seven in 10 consumers said that deliveries have become a permanent part of their life today. Among active users surveyed, the top three reasons for using these services were: a) convenience; b) ability to access what they want on-demand, and c) to prepare for social gatherings.


2. With Deliveries becoming a permanent lifestyle, consumers are not only ordering more, but also spending more per order. Monthly food and grocery delivery expenditure was 30% higher in May 2022 compared to November 2021. Singapore consumers spent most on deliveries, while Vietnamese consumers ordered most frequently in the region. Overall, the top 25% most heavy users contributed close to three-quarters (71%) of the region’s deliveries spending. For food delivery, GrabFood was their most often used brand across Southeast Asia.


3. Delivery users are shifting more of their food journeys online. More than 90% of consumers pre-purchased food vouchers and read food reviews online; more than 80% made dining reservations or ordered self pick-up online; and more than 70% ordered and paid for their dine-in meals online. Overall, 9 in 10 consumers said they prefer brands with an integrated online-to-offline experience.


4. Consumers’ are using delivery apps as their food search engine. Consumers are discovering new merchants through delivery apps. 88% of consumers got to know a new store because of delivery apps; 74% browsed delivery apps without having any restaurant or store in mind. On average, GrabFood users spent 17 minutes deciding what to order.


5. Merchants continue to digitalise to embrace the “delivery life”. 8 in 10 merchants said that delivery platforms are a must-have for their business. Merchants on average saw a 15% increase in total sales revenue compared to before joining delivery platforms. For McDonald’s, around 30% of their Asia sales now come from deliveries, up from 10% before Covid.


The report also unpacked consumers’ food and grocery ordering habits:

6. Healthy and plant-based alternatives are going mainstream. About 1 in 2 surveyed Southeast Asian consumers tried plant-based options in the last 6 months. 86% of consumers ate at least one healthy meal every two to three days. This trend was consistent with Grab users’ ordering behaviours, with demand for healthy meals tripling on GrabFood between 2019 and 2022, and “health and wellness” orders growing 5x on GrabMart between 2020 and 2022.


7. Entertaining from home is still a thing post-lockdowns. 2 in 5 consumers said they prefer ordering in for social gatherings instead of eating out. This explains why large-sized weekend orders to residential areas doubled on GrabFood over the past two years. Consumers in the Philippines were the most hospitable, with such orders surging by 500% in the same period. Across all countries, consumers mostly went for combo meals, sharing platters and finger foods.


8. Snacking is no longer a solo but a group activity. With workplaces reopening, over 60% of consumers said they tend to order snacks for more than one person each time. Consumers in Thailand and the Philippines were the biggest snackers, snacking at least 4x a week compared to the 3x regional average.


9. Southeast Asians’ love for fried chicken remains unchanged but the same cannot be said for bubble tea. Fried chicken once again made the top 5 most-ordered GrabFood item list in all countries except Singapore. Bubble tea, a former Southeast Asia favourite, fell off the top 5 chart this year.


10. Local food still hits the spot like no other. From prata to papaya salad, nasi goreng, and banh mi, local food continues to be a top trending order in all markets except the Philippines.


Survey respondents include 33,840 food delivery users and 27,900 grocery delivery users across Singapore, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam. Survey conducted between January to September 2022 by Kantar and NielsenIQ.



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