Report Grab 2022: Food Delivery Services Still Find Growth Trends

The trend of food delivery services is predicted to continue to be in demand by the Indonesian people. According to reports Grab, this platform has an impact on the way Indonesian consumers order food, shop for daily needs, and find new things.

Explore More in research results titled “Trends of Online Delivery Services in Indonesia 2022”, it was stated that 7 out of 10 respondents said that the service was a post-pandemic mandatory daily activity. Then, 9 out of 10 merchant disclose that the service is mandatory for their business.

"Indonesian people are also noted to be spending more money for online food delivery and daily necessities, based on data on the increase in the value of online shopping GrabFood and GrabMart,” wrote the report.

Survey online This is done in six countries where Grab operating, involving 20 thousand respondents. Data collection starts from January to September 2022, including pulling platform analysis data GrabFood and GrabMart between January 2019-June 2022.

From internal data, post-pandemic shipping habits still exist so it's not a seasonal trend. Orders recorded via GrabFood increased by 1,5 times this year than in 2019. The same increase for GrabMart compared to 2020.

The survey results also reveal an increasing dependence of consumers on delivery service applications with a tendency to rely on these platforms as a search tool in finding and trying merchant which they had never visited before in person.

Head of Marketing GrabFood & GrabMart Hadi Surya Koe conveyed the optimism of Indonesian consumers in using delivery services online as their daily activities will continue to increase, as happened in other countries in Southeast Asia. This new habit for many members of society is an additional opportunity for brands and other businesses to reach more of their consumers online.

“This certainly inspires us again to continue to innovate in presenting a better experience in the application Grab, in order to present a more intuitive food search feature for users and support the growth of our merchant partners," said Hadi.

Another find

There are several interesting points in the report. First, from internal data Grab, regionally, monthly spending on food delivery services and daily shopping increased by 30% higher in May 2022 compared to November 2021.

In Indonesia alone, the average amount of money spent per order on the service GrabFood increased by 54% from 2019-2022. As for the largest amount spent this year, it reached IDR 9 million. Whereas for GrabMart, the average number of purchases per order grew 90% higher than 2020.

Furthermore, regional consumers have continued to spend more this year. Spending on food and grocery deliveries increases 1,3 times between 2021-2022. The reason Indonesians use delivery services is because of convenience, tailored to their needs, and family fun.

Second, from a demographic perspective, as many as 82% of young families with children in Indonesia use food delivery services more than 8 times a month because they don't have time to cook, don't want to stand in line, and have a desire to please their families.

In addition, 80% of the same couples also do daily shopping online more than 10 times a month because of the convenience of browsing products online, looking for special promotions, and discovering new products.

Overall, The top 25% of users contribute to three-quarters (71%) of the amount spent on delivery services on a regional scale. For food delivery services, GrabFood becomes brand most frequently used by consumers in Southeast Asia.

Third, the type of food ordered by Indonesian respondents the most GrabMart and GrabFood is instant noodles and fried rice. With 10 packs sold every minute in 2022, instant noodles occupy the top spot on the list of frequently ordered items at GrabMart, followed by other daily groceries, such as vegetables, coffee, rice and cooking oil.

Fourth, digital platforms have become an integral part of consumers' journeys as they now expect to be able to discover, participate in, and order from their favorite brands through some form of digital means. According to reports, consumers find a variety merchant via the delivery service application.

88% of consumers are aware of the new store because of delivery apps, 74% of whom access food delivery services online without thinking about a specific restaurant. Furthermore, the average time consumers spend browsing restaurant catalogs in GrabFood before ordering reached 17 minutes.

Fifth, changes in consumer habits above lead to adjustments in business strategy merchant. They need to continue digitizing through the delivery service business. Average total sales merchant experienced a 15% increase compared to merchants who had not joined the delivery application service.

For example, at McDonald's, as much as 30% of its sales in Asia come from online delivery services, up from 10% before the COVID-19 period.

In closing, Hadi said, his party hopes that reports like this can encourage culinary and daily needs businesses to be able to develop and implement various strategic ideas to expand their business reach and sales results through digital channels.

"With more and more Indonesians becoming digitally literate, we see a trend of sustainable behavior in super app GrabFood and GrabMerchant for the coming months. in the future, Grab will continue to be committed to helping consumers and brands continue to grow, optimize operational systems, and provide the best services integrated in one application," concluded Hadi.