The popularity of meal delivery services has been on the rise in Eastern Africa in recent years, with a growing number of consumers opting for the convenience of having their food delivered to their doorstep.
Customer preferences: One of the key drivers of this trend is the increasing number of people with busy lifestyles who have limited time to cook or dine out. Meal delivery services offer a convenient solution for these consumers, allowing them to enjoy a variety of cuisines without having to leave their homes or offices. Additionally, the COVID-19 pandemic has accelerated the adoption of meal delivery services as more people are choosing to stay home and avoid crowded public spaces.
Trends in the market: In Kenya, the meal delivery market has seen significant growth in recent years, with a number of local and international players entering the market. These players are leveraging technology to provide a seamless ordering and delivery experience for customers. In Tanzania, the market is still in its early stages, but there is a growing interest in meal delivery services, particularly among urban consumers. In Uganda, the market is also nascent, but there is potential for growth as more consumers become aware of the benefits of meal delivery services.
Local special circumstances: One of the challenges facing the meal delivery market in Eastern Africa is the lack of infrastructure and logistics capabilities, particularly in rural areas. This has made it difficult for some players to expand their operations beyond major cities. Additionally, there is a need for more awareness and education among consumers about the benefits of meal delivery services, particularly in countries where the market is still in its early stages.
Underlying macroeconomic factors: The growth of the meal delivery market in Eastern Africa is also being driven by underlying macroeconomic factors such as rising urbanization, increasing disposable incomes, and a growing middle class. These factors are creating a larger pool of potential customers for meal delivery services, particularly in urban areas where there is a high concentration of young professionals and tech-savvy consumers. Additionally, the region's growing tourism industry is also driving demand for meal delivery services as more visitors seek out convenient and affordable dining options.
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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