Online Food Delivery

The Online Food Delivery market in Turkey is projected to reach a revenue of US$5.53bn in 2024.
It is expected to show an annual growth rate (CAGR 2024-2029) of 11.39%, resulting in a projected market volume of US$9.49bn by 2029.
In the Grocery Delivery market, revenue growth of 24.7% is expected in 2025.0.
The projected market volume in Turkey for this market is US$3.84bn in 2024.
In global comparison, China is expected to generate the highest revenue in the Online Food Delivery market, with US$450.50bn in 2024.
The average revenue per user (ARPU) in the Grocery Delivery market in Turkey is projected to be US$205.60 in 2024.
In the Meal Delivery market, the number of users in Turkey is expected to reach 37.9m users by 2029.
User penetration in the Meal Delivery market in Turkey will be at 40.4% in 2024.
Turkey's online food delivery market is experiencing rapid growth due to the country's young and tech-savvy population.

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 popularity of online food delivery services has been on the rise in Turkey in recent years.

Customer preferences: Turkish consumers are increasingly turning to online food delivery services due to their convenience and time-saving benefits. With busy work schedules and long commutes, many people in Turkey are opting for the ease of having their meals delivered straight to their doorstep. Additionally, the COVID-19 pandemic has further accelerated the shift towards online food delivery as more people are staying at home and avoiding crowded public spaces.

Trends in the market: One of the key trends in the online food delivery market in Turkey is the growing popularity of mobile ordering. Many consumers are using their smartphones to place orders and track their deliveries in real-time. This has led to increased competition among food delivery platforms to provide a seamless and user-friendly mobile experience. Another trend is the rise of healthy and organic food options. As consumers become more health-conscious, there is a growing demand for healthier meal options that are also available for delivery.

Local special circumstances: The Turkish online food delivery market is unique in that it is dominated by a few major players, including Yemeksepeti and Getir. These platforms have established a strong presence in the market and have built a loyal customer base through their reliable service and wide selection of restaurant options. Additionally, Turkish cuisine is known for its rich and diverse flavors, which has contributed to the popularity of food delivery services as consumers seek out new and exciting dining experiences.

Underlying macroeconomic factors: Turkey's growing middle class and rising urbanization rates have also played a role in the development of the online food delivery market. As more people move to cities and adopt busy lifestyles, the demand for convenient and affordable meal options has increased. Additionally, the country's young and tech-savvy population has embraced the use of mobile technology for everything from ordering food to managing their finances. As a result, the online food delivery market is expected to continue to grow in Turkey 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.

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