The Meal Delivery market in Africa has seen significant growth in recent years, driven by a combination of changing customer preferences, local special circumstances, and underlying macroeconomic factors.
Customer preferences: As in other regions, African customers are increasingly looking for convenience and speed when it comes to meal delivery. This has led to a rise in the popularity of online food ordering platforms, which allow customers to easily browse menus and place orders from their smartphones or computers. In addition, there is growing demand for healthier and more sustainable food options, which has led to the emergence of meal delivery services focused on organic, locally sourced ingredients.
Trends in the market: One trend that is particularly prominent in the African market is the rise of informal food delivery services. In many cities across the continent, small-scale food vendors use motorbikes or bicycles to deliver meals to customers, often using social media platforms such as WhatsApp to take orders. This informal sector has emerged in part due to the lack of formal infrastructure for food delivery, but it also reflects the entrepreneurial spirit of many Africans who are finding innovative ways to meet customer demand.Another trend in the African market is the emergence of meal delivery services focused on specific cultural cuisines. For example, there are now several platforms that offer delivery of traditional African dishes, such as jollof rice or injera, to customers across the continent. This reflects the diversity of African cuisine and the growing interest in exploring local food cultures.
Local special circumstances: One unique feature of the African market is the prevalence of cash-based transactions. Many customers do not have access to credit cards or other electronic payment methods, which has led to the development of meal delivery services that accept cash on delivery. This has also created challenges for food delivery platforms looking to expand in the region, as they must develop systems to handle cash and ensure the safety of their delivery drivers.Another local special circumstance is the prevalence of informal settlements in many African cities. These areas often lack formal addresses or reliable transportation infrastructure, which can make it difficult for food delivery services to reach customers. Some platforms have addressed this challenge by partnering with local community organizations or using GPS technology to navigate to specific locations.
Underlying macroeconomic factors: The African market is characterized by a rapidly growing middle class and increasing urbanization, both of which are driving demand for meal delivery services. As more Africans move to cities and adopt busy lifestyles, they are looking for convenient and affordable ways to access food. In addition, the rise of e-commerce and mobile technology has made it easier for food delivery platforms to reach customers across the continent.However, there are also challenges facing the African market, including infrastructure constraints and regulatory hurdles. Many African countries lack the transportation and logistics infrastructure needed to support large-scale food delivery operations, while others have strict regulations around food safety and licensing. These challenges will need to be addressed in order for the meal delivery market in Africa to continue to grow and thrive.
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.
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