Food delivery has never been as popular as it is now and according to GrabFood Malaysia, this trend will definitely continue to grow in 2020 and beyond.
This confidence in the growth of the market is bolstered by a report by Google and Temasek, that indicated that with more than 90% of South-East Asians connected to the Internet primarily through their smartphones, online food delivery in the region is projected to reach over US$8bil (RM24bil) in market size by 2025.
“This is precisely why we saw opportunity in expanding our GrabFood business to 19 new cities and major townships across Malaysia, making it even more convenient for our customers to get their favourite meals, ” says a GrabFood Malaysia spokesperson.
Trends that will dominate within food delivery services include meals ordered in bulk – meaning more people will order in groups rather than individually.
Additionally, healthy meals will be on the incline. According to GrabFood Malaysia data, the healthy food category is the site’s top 10 most clicked category, with the second highest conversion rate, after beverages. The app has also seen a 40% increase in vegetarian orders since October 2019, so this trend is predicted to continue growing.
Coffee deliveries also proved extremely popular last year – it was the fastest growing category in GrabFood Malaysia in 2019, growing six times since May and likely to grow even more in 2020.“We anticipate this will continue to grow as we continue to welcome more cafes/coffee outlets to our GrabFood family, ” says the spokesperson.
Perhaps the most important trend identified by food delivery providers is the rising tide of environmentally-conscious consumers using the service.
Since GrabFood Malaysia introduced its “no cutlery” toggle, a staggering 85% of food orders have opted for no cutlery, a sure sign that Malaysians are awakening to the need to be more eco-friendly.
In tandem with that, GrabFood Malaysia says “in 2020, GrabFood will be actively working with our restaurant partners to identify more eco-friendly packaging.”