Speaking to Lao Dong on the afternoon of December 26, a Grab representative said that in Vietnam, milk tea and broken rice are at the top of the search list on GrabFood. The dishes that appeared most frequently in GrabFood orders in 2023 were vermicelli with shrimp paste and salted coffee.
On December 26, Grab released a report on online food ordering and grocery shopping trends in Southeast Asia in 2023, pointing out trends and changes in how consumers experience online food ordering and grocery shopping services in the post-COVID-19 era. The report shows that consumers in Southeast Asia (SEA) are ordering more frequently than before.
In Vietnam, 9/10 (91%) of users surveyed said they are using the Grab app to discover new restaurants and stores they have never tried before.
The report also found that more than 90% of users said they often read online reviews, more than 60% of users have purchased prepaid vouchers through online channels, and more than 70% have ordered food online while sitting at the restaurant.
Previously, according to Momentum Works' 2023 online food delivery market report, by the end of 2022, the total gross merchandise value (GMV) of online food delivery platforms in Southeast Asia increased slightly by 5% year-on-year, reaching 16.3 billion USD.
The three markets that contributed the most to GMV growth in Southeast Asia’s online food delivery industry were the Philippines, Malaysia, and Vietnam, thanks to the increased market penetration of Grab and ShopeeFood.
In contrast, the three largest online food delivery markets in Southeast Asia, including Indonesia, Thailand and Singapore, saw a decline in gross merchandise value.
According to Statista's ASEAN Online Food Delivery report in August 2023, experts forecast the development trend of the Southeast Asian online delivery service market in the period from 2023 to 2027 as follows:
By the end of 2023, the Southeast Asian online food delivery market is expected to reach a revenue of 30.12 billion USD, up 26.6% year-on-year, and the annual growth rate in the period 2023 - 2027 is 17.25%, reaching 56.92 billion USD in 2027.
Meanwhile, the grocery delivery service segment will account for the largest proportion with a market value expected to reach 18.79 billion USD by the end of 2023, and will grow at 28.8% by 2024.
However, the Southeast Asian market's expected revenue in 2023 is only 7.6% of that of China, when the world's most populous market is predicted to reach a revenue of up to 395.5 billion USD.
According to forecasts, in 2023, each Southeast Asian will spend an average of 167.2 USD (about 4 million VND) on grocery delivery services.
By 2027, the meal delivery service segment will have a user base of about 162.1 million people.
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