MANILA, Philippines—Grab’s Southeast Asia (SEA) Food and Grocery Trends 2023 report sheds light on the evolving landscape of online food and grocery ordering post-pandemic, with a notable surge in Filipino consumers turning to the GrabFood platform for more than just deliveries.
Surveying Southeast Asian users and leveraging Grab’s platform data, the report unveils a shift in consumer food journeys towards a seamless blend of online and offline experiences. With the resurgence of dine-in culture, 9 out of 10 consumers prefer brands offering integrated online-to-offline (O2O) experiences.
Image Courtesy of Grab.
Features like Self Pick-Up and Dine-In have significantly contributed, with a 3.6x increase in Grab Philippines’ Total Order Volume from 2021 to 2023. Additionally, the report highlights that 94% of Grab users read reviews on the app, 60% pre-purchase vouchers online, and over half place digital orders at restaurant tables.
Greg Camacho, Director for Deliveries at Grab Philippines, emphasizes the significant evolution in Filipino eating habits, with GrabFood playing a pivotal role beyond on-demand deliveries. The report also reveals that 89% of Filipino Grab users utilize the app to discover new restaurants and stores, making food delivery apps the second most popular channel for discovering new F&B outlets, surpassing social networks, friends, family, and even food blogs.
Consumer Trends and Insights from Grab’s Report
- Holiday Rush on GrabFood: Christmas sparks a surge in GrabFood orders, peaking two weeks before the celebration. Top festive picks include catering sets, whole cakes, bakery items, and frozen yogurt.
- Subscription Boosts Spending: GrabUnlimited subscribers outshine, spending 3.1x more monthly and ordering 2.4x more frequently compared to non-subscribers.
- Merienda Matters: Afternoons (3-6 pm) witness the highest basket values for Merienda orders. Snacking in groups is popular, with 87% of Filipinos likely to indulge during this time.
- Eco-Conscious Choices: 44% of Filipinos are willing to pay extra for sustainable brands, while 96% support eco-friendly practices. Brands can seize the opportunity by adopting sustainable packaging.
- Savory Dominates 2023 Menus: Burgers, chicken sandwiches, fried chicken, and pasta rule as the top GrabFood orders in 2023. Sweets like cakes, milk tea, and coffee also maintain their popularity.
- Office Group Orders Surge: Group Orders on Grab increased 1.6x in H1 2023. Merchants can capitalize on lunchtime deliveries to workplaces by offering bundled deals for the growing office crowd.
Grab remains committed to enhancing the merchant discovery experience on its app, aiming to provide increased value to GrabFood and GrabMart users. The latest improvements feature a redesigned Group Order experience, introducing new functions like bill-splitting and Dine-In Deals. These enhancements not only facilitate smoother transactions but also enable users to explore new dining options and pre-purchase appealing in-store deals.
Greg Camacho emphasizes that the release of the latest trends report is part of Grab’s ongoing initiatives to empower its merchant partners. By offering actionable insights, Grab seeks to assist merchants in gaining a deeper understanding of their customer base. This, in turn, enables them to make informed, data-backed decisions that contribute to operational efficiency and heightened consumer satisfaction.