- The Grab Food & Grocery Trends 2023 report sheds light on the evolving consumer behavior on delivery apps in the post-pandemic era
- Among the highlights of the report is the growing dependence of Filipinos on delivery apps to discover restaurants and stores.
Grab recently published the Southeast Asia (SEA) Food and Grocery Trends 2023 report, examining the changing patterns in online food and grocery ordering during the post-pandemic period reveals a notable increase in Filipino consumers’ engagement. Surprisingly, the GrabFood platform is not only witnessing heightened usage for deliveries but is also becoming a pivotal component in consumers’ overall culinary experiences.
The report, synthesizing survey findings from Southeast Asian users of food and grocery delivery services and leveraging data insights from Grab’s platform, illuminates a transformation in consumer behavior. A discernible shift is evident as consumers navigate a dynamic landscape encompassing both virtual and physical realms. Despite the resurgence of dine-in preferences, a staggering 90% of surveyed consumers express a distinct inclination towards food and grocery brands offering an integrated online-to-offline (O2O) experience. This shift is exemplified by the increasing popularity of solutions such as Self Pick-Up and Dine-In, contributing to a remarkable 3.6x surge in Grab Philippines’ Total Order Volume from 2021 to 2023.
Furthermore, the report underscores the significance of user engagement on the Grab platform, with 94% of Grab users reporting that they consult reviews within the app. Additionally, 60% of users have adopted the practice of pre-purchasing vouchers online, demonstrating a proactive approach to their culinary experiences. Notably, over half of consumers now opt to digitally place their orders directly at restaurant tables, emphasizing the growing integration of technology into the traditional dining setting.
Greg Camacho, the Director for Deliveries at Grab Philippines, notes the substantial evolution in the everyday food journey of Filipino consumers within the post-pandemic landscape. In this transformed environment, GrabFood assumes a novel role, responding to the increased demand for a seamless experience that goes beyond merely facilitating on-demand deliveries. The commitment persists in driving innovation to empower merchant-partners, facilitating smooth interactions with our highly engaged userbase, and ensuring adaptability to the ever-changing dynamics of consumer behavior.
A compelling revelation from the report underscores the app’s impact, as an astounding 89% of Filipino Grab users utilize it to explore new restaurants and stores previously unexplored. This statistic highlights the pivotal role of food delivery apps as the second most popular avenue for Filipinos to discover fresh F&B outlets. Remarkably, this places them ahead of conventional channels such as social networks like Instagram, recommendations from friends and family, and even food blogs.
The report also highlighted the following consumer trends and recommendations for food and mart merchants:
- Filipinos Go Big for Christmas: Filipinos do love the holidays, especially Christmas. The trends report shows that GrabFood orders increase gradually starting as early as two weeks before the beloved celebration. Topping the list of top items ordered are catering sets, whole cakes, bakery and pastries, and frozen yogurt.
- Subscriptions drive more and larger orders: GrabUnlimited subscribers spend 3.1x more per month and order 2.4x more frequently per month compared to non-subscribers.
- Don’t overlook the Merienda opportunity: While lunch may be the most popular time for orders, Merienda orders between 3 to 6pm have the highest basket value, as people tend to order snacks in groups. In fact, 87% of Filipinos said they are likely to snack during this time.
- Growing eco-consciousness: 44% of consumers in the Philippines say they are willing to pay more for sustainable brands, and 96% are more likely to support brands with sustainable practices. As consumers make more eco-conscious choices, brands can get a headstart by reducing packaging, whether by removing extra layers, or opting for natural materials such as banana leaves.
- Savory Food Top List of Most Popular Orders: In 2023, Filipinos enjoyed an array of tantalizing flavors, with burgers, chicken sandwiches, fried chicken, and pasta reigning as the top orders on GrabFood. Nevertheless, sweets continue to attract interest among foodies, with cakes, milk tea, and coffee securing their spots in the top 5 most-searched items.
- Group Orders on the rise with more workers back in the office: Group Orders on Grab were 1.6x higher in the first half of 2023 compared to the same period in 2022. Most popular at lunchtime and for deliveries to workplaces, merchants can tap into this office lunch crowd by offering bundled deals during this peak time.
Grab remains committed to enhancing the merchant discovery experience within the app, striving to provide added value to both GrabFood and GrabMart users. This includes a revamped Group Order experience introducing new features like bill-splitting and Dine-In Deals, enabling consumers to explore novel dining options and pre-purchase enticing in-store deals.
Camacho emphasizes that the recent trends report is just one among Grab’s numerous initiatives aimed at providing actionable insights to its merchant-partners. This endeavor seeks to assist them in gaining a deeper understanding of their customers, empowering them to make informed, data-backed decisions that enhance operational efficiency and consumer satisfaction.
