Report Offers Mother’s Day Insights for Brands & Consumers in Southeast Asia

Research from GrabAds shows how merchants can help consumers celebrate moms on their special day.

Image by Ketut Subiyanto

This weekend is Mother’s Day. In case you forgot (you better not have) you might still be thinking of ways to celebrate and show appreciation to your mom this coming weekend. You’re not alone

New insights from GrabAds, the advertising arm of Southeast Asian superapp Grab, show that transactions across engaged users in Southeast Asia on the Grab app have surged one week before Mother’s Day.

According to the SEA Mother’s Day Insights Report 2023, 75% of the consumers surveyed across Singapore, Indonesia, Vietnam, Malaysia, and the Philippines, shared they have already made plans to commemorate Mother’s Day this year, and these plans include spending the day with family, buying their m0ms a gift, and ordering in for meals.


“Mother’s Day remains one of the most important gifting occasions in Southeast Asia. Our GrabAds report shows a surge in user activity one week before the day itself, across the region, as people start looking for ways to make this day extra special for their loved ones,” said Jennie Johnson, Head of Marketing, GrabAds.

“This Mother’s Day, merchants and brands across the region have the opportunity to connect with consumers looking for the perfect gift for their mum via Grab.”

Key Mother’s Day highlight from the report

Southeast Asia’s love for sweets reigns supreme on Mother’s Day, with Italian cuisine not far behind.

According to the findings, topping the list of popular dishes or cuisines on the day are sweet favorites like dessert or cake, with these GrabFood categories experiencing the most growth during Mother’s Day. Italian dishes such as pasta and pizza are the other dishes in the hotlist of most popular foods ordered.


With a 17% increase in the average order value on Mother’s Day, consumers in Singapore are increasingly choosing to cater Mother’s Day celebrations via online delivery.

Restaurants and other food merchants can promote meal sets in their menus made for sharing or offer a variety of add-ons to provide celebratory delivery options and make mums feel special at the same time – and should be sure to boost their visibility within the app via advertising.

Survey says: Moms are in for a treat!

84% of Grab users surveyed across Southeast Asia are intending to spoil their mothers with a variety of gifts this year, and among these users, 75% say they would likely use the convenient features of the Grab app to do so, such as selecting one from GrabMart. Top gifts sold on GrabMart include flowers and cakes, with these product categories experiencing the biggest spike in demand during the previous Mother’s Day.

Gifts that seek to pamper these incredible women also rank high, with skincare and beauty items coming in fourth on the hotlist. Meanwhile, homecare items land in fifth place on the list – with practicality top of mind for many of these mothers.

According to the report, for non-food brand advertisers: now is the time to connect to consumers looking for skincare or home essentials mums love, to promote gifts designed for mums.

Cramming for a gift on Mother’s Day? It’s not too late to have something special delivered for mum just in time. 

If you missed the planning surge, don’t worry. In Singapore, there was a 10% increase in transactions on GrabExpress deliveries on Mother’s Day.

The same report revealed that there were 72% more transactions recorded on GrabMart in Singapore on Mother’s Day 2022 compared to preceding Sundays. “This means that it’s not too late for brand advertisers and merchants to reach and influence consumers for a last-minute gift for Mother’s Day,” says the report.

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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