Opportunities for Brands to Increase Discoverability via Delivery Apps in Southeast Asia

Nearly 9 in 10 Southeast Asians report discovering new brands via delivery apps, says a new report from Grab.
Image: Porapak Apichodilok

According to new data from Grab, 7 in 10 Southeast Asian Grab users consider food deliveries to be a permanent part of their lives. The Southeast Asia Food & Grocery Delivery Report 2022 revealed new data that shows continued demand for deliveries across the region.

The report, which combined survey insights from over 60,000 food and grocery delivery users in SEA, as well as data insights from Grab’s platform, showed that lockdown restrictions changed the way people across the region expect to live, eat, and shop. Generally, consumers cited a desire for “on-demand” convenience as the main reason they continue to turn to delivery services.

According to the brand, Southeast Asians ordered almost 1.48x more on GrabFood between 2019 and 2022, and almost 1.53x more on GrabMart between 2020 and 2022, demonstrating that deliveries have become an integral part of their everyday life. Consumers in Singapore, Vietnam and Thailand reported the highest monthly expenditures on delivery services.


 

“If you find yourself reaching for your phone after work to order dinner for your family after a busy day, or instinctively adding groceries to your cart before your meal preparation, you wouldn’t be the only one. While the rise in food deliveries may well have been pandemic-induced, it’s become acutely clear that these habits are here to stay,” said Jennie Johnson, Head of Marketing, GrabAds.

Consumers are making larger orders, more often

The report revealed that as consumers are ordering more frequently, they’re also making larger orders. Between 2019 and 2022, the average GrabFood basket size grew by 18%, while GrabMart baskets grew by 28% . The largest single GrabFood order in 2022 was USD 728.91 in Singapore, followed by USD 689.70 in Indonesia, and USD 529.90 in Thailand!

The report showed that young families have emerged as the most avid delivery users. Across the region, these heavy users place food delivery ordered more than 6 times a month on average and grocery orders more than 10 times per month.


 

The number of heavy delivery app users who are married with children peaked in Indonesia, Vietnam, and Malaysia: in Indonesia, more than 8 in 10 heavy delivery users are married with children, while that figure is 74% and 62% in Vietnam and Malaysia respectively.

Opportunities for brands

The report revealed that delivery apps are emerging as a key part of the consumer journey – enabling marketers to engage and build relationships with delivery users. 88% of users across the region report getting to know a store because of delivery apps – while 9 in 10 have tried a new merchant online that they’ve never visited in person. What’s more, consumers spend an average of 17 minutes searching and browsing within the app before making food orders, creating opportunities for brands to reach and influence these purchases.

Finally, the report suggests that restaurants should continue to integrate digital platforms into their physical restaurants. 9 in 10 consumers report that they prefer brands that offer integrated online-to-offline experiences, such as online reviews, ordering capabilities, takeaway and more.

Johnson added, “Within delivery apps, consumers move rapidly from discovery to decision to purchase. Perhaps what’s most interesting is that our relationship with delivery platforms has evolved. Our internal data at GrabAds tells us people aren’t there just to purchase and go – they’re exploring their options, and discovering new brands in the process. Brands should make sure they’re taking advantage of these behaviors to drive discoverability, consideration, and purchases within delivery apps.

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