Online Food Delivery

The Online Food Delivery market in Italy is projected to reach a revenue of US$6.64bn in 2024.
This represents a significant growth rate, with an expected annual growth rate (CAGR 2024-2029) of 7.49%.
As a result, the market volume is projected to reach US$9.53bn by 2029.
In the Meal Delivery market, in Italy is expected to experience a revenue growth of 14.8% in 2025.0.
The projected market volume for this market in 2024 is US$5.29bn.
When comparing in Italy to other countries globally, it is worth noting that China is projected to generate the highest revenue in the Online Food Delivery market, reaching US$450.50bn in 2024.
The average revenue per user (ARPU) in the Meal Delivery market in Italy is projected to be US$357.20 in 2024.
In the Grocery Delivery market, the number of users in Italy is expected to reach 19.3m users by 2029.
This indicates a user penetration rate of 27.5% in 2024.
Italy's online food delivery market is experiencing a surge in demand as consumers seek convenient and contactless options during the COVID-19 pandemic.

Definition:

Online Food Delivery refers to the intersection of ordering groceries and prepared meals online. Orders are typically placed through an app or website and delivery times vary.

Structure:

The Online Food Delivery market contains the user and revenue development of two different delivery service solutions: (1) Meal Delivery and (2) Grocery Delivery. Included are services that deliver prepared meals and food ordered online for direct consumption (Meal Delivery) and non-prepared food and beverage products, household, and personal care products (Grocery Delivery). Meal delivery includes the delivery of meals carried out directly by restaurants (Restaurant Delivery) and online delivery services that provide customers with meals from partner restaurants that do not necessarily have to offer food delivery themselves (Platform Delivery). Grocery Delivery consists of fresh, nonprepared products delivered from supermarkets or retailers where delivery is scheduled (Retail Delivery), Delivery that is under 3 hours and operates dark stores or own warehouses (Quick Commerce), and prepared fresh ingredients to be prepared at home, typically offered through a subscription service (Meal Kit Delivery).

Additional Information:

Revenue figures are the gross merchandise value (GMV), defined as the total sales dollar value for merchandise/food sold through the Online Food Delivery marketplace. User and revenue figures represent B2C services.

Meals and groceries ordered online that are directly delivered by the restaurant, retailer, or platform no matter if ordered via a platform (e.g. Delivery Hero, Instacart) or a restaurant/retailer website (e.g. Domino's, Walmart.com)
Online meal and grocery order and delivery both carried out by a platform (e.g. Deliveroo, Grab, Flink)

Phone orders
Click & collect Grocery orders
Ready-to-eat meals

The Italian cuisine is one of the most popular cuisines worldwide, and it is no surprise that the Online Food Delivery market is growing in Italy.

Customer preferences: Italians love their food, and they take their time to enjoy every bite. However, with the fast-paced lifestyle, there has been an increase in demand for food delivery services. Customers prefer online food delivery services because of the convenience it offers. They can order food from their favourite restaurants and have it delivered to their doorstep without leaving the comfort of their homes.

Trends in the market: The Online Food Delivery market in Italy is growing rapidly, and there are several trends in the market. One of the trends is the rise of online food delivery platforms. These platforms offer customers a wide range of restaurants to choose from, and they can order food from different restaurants in one order. Another trend is the increase in demand for healthy food options. Customers are becoming more health-conscious, and they prefer restaurants that offer healthy food options.

Local special circumstances: Italy is known for its traditional cuisine, and local special circumstances play a significant role in the Online Food Delivery market. Italians are very particular about their food, and they prefer traditional Italian dishes. Therefore, restaurants that offer traditional Italian dishes are more popular among customers. Another local special circumstance is the popularity of family-owned restaurants. These restaurants have been around for generations, and they offer authentic Italian cuisine.

Underlying macroeconomic factors: The Online Food Delivery market in Italy is also influenced by underlying macroeconomic factors. The Italian economy has been struggling in recent years, and this has led to a rise in unemployment rates. As a result, more people are turning to the gig economy, and food delivery services offer a flexible way to earn a living. Additionally, the COVID-19 pandemic has had a significant impact on the Online Food Delivery market in Italy. With the lockdown measures in place, customers were unable to dine in restaurants, and they turned to food delivery services. This led to an increase in demand for food delivery services, and it is expected that this trend will continue even after the pandemic.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.