Online food delivery has become an increasingly popular trend in Southeast Asia, with more and more customers opting for the convenience of having meals delivered straight to their doorsteps.
Customer preferences: Customers in Southeast Asia are attracted to the convenience of online food delivery, especially in urban areas where traffic congestion can make it difficult to get around. Additionally, the rise of digital platforms and mobile applications has made it easier for customers to order food online, with many options available at their fingertips.
Trends in the market: In Indonesia, the online food delivery market has seen significant growth in recent years, with the rise of local startups such as GoFood and GrabFood. These companies have expanded rapidly, catering to a growing middle class with increasing disposable income. In Thailand, food delivery services have become particularly popular among office workers, who often order lunch through online platforms. Meanwhile, in Vietnam, the online food delivery market has been driven by the country's young and tech-savvy population, with companies such as Now and GrabFood gaining popularity.
Local special circumstances: In Singapore, the online food delivery market has been shaped by the city-state's high population density and busy lifestyle. Many customers opt for food delivery due to the long working hours and lack of time to prepare meals at home. In Malaysia, the online food delivery market has been influenced by the country's diverse culinary scene, with customers able to order a wide variety of cuisines through platforms such as Foodpanda and GrabFood.
Underlying macroeconomic factors: The rise of the online food delivery market in Southeast Asia can be attributed to a number of underlying macroeconomic factors. These include the region's growing middle class, increasing smartphone penetration, and the rise of digital platforms. Additionally, the COVID-19 pandemic has accelerated the shift towards online food delivery, as customers have been forced to stay at home and avoid crowded public spaces. As a result, the online food delivery market is expected to continue to grow in Southeast Asia in the coming years.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
