Southeast Asians are ordering more food and spending more on delivery apps

Anne Freer | November 29, 2022

App Business

The majority of Southeast Asian users of the Grab app now consider food deliveries an integral feature of their lives. Users in Southeast Asia ordered around 1.48x more on GrabFood between 2019 and 2022, and 1.53x more on GrabMart between 2020 and 2022. It seems that on-demand food delivery and shopping are here to stay.

Consumers are ordering more often

The report based on over 60,000 food and grocery delivery users in SEA, found that GrabFood basket sizes grew by 18% while GrabMart baskets increased by 28%. Young families were the most avid delivery users ordering food more than 6x a month on average. They also put through grocery orders of more than 10x per month.

Customers are spending more in delivery and food apps

Source: Grab

Some of the main reasons for customers to order meals online include time savings, and specific food and treats. The main reasons for ordering groceries include promotions and ease of delivery as well as ordering for special occasions. 

Delivery apps are a great opportunity for brands

Grab also found that 88% of users across SEA said they got to know a new store because of delivery ads, while 90% tried at least one new store from a delivery app that they hadn’t tried in person. 

The average time users spent searching and browsing before they made an order on GrabFood was just 17 seconds.

Convenience is a major reason for using food/grocery apps

Source: Grab

Around 7 in 10 also browse delivery apps without a specific restaurant or store in mind which means there’s a real opportunity for marketers and brands to aid in discovery. 

Key takeaways

  • Southeast Asian users of the Grab app ordered 1.53x more on GrabMart between 2020 and 2022
  • GrabFood basket sizes grew by 18% while GrabMart baskets increased by 28%
  • 88% of users across SEA said they got to know a new store because of delivery ads, while 90% tried at least one new store from a delivery app that they hadn’t tried in person

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