20-12-2023 (BANGKOK) Grab Thailand has recently released its eagerly awaited “Food and Grocery Trends Report 2023,” shedding light on evolving consumer preferences, with a strong emphasis on delivery trends like omni-commerce and the seamless fusion of digital platforms with out-of-home activities.
According to the report, two standout menu items, som tum poo pla ra (papaya salad with crab and fermented fish), and coffee, have dominated the charts this year, amassing over 4.4 million and 4.6 million orders, respectively, through GrabFood.
Chantsuda Thananitayaudom, Senior Director of Commercial and Marketing at Grab Thailand, noted significant shifts in user behavior throughout 2023. She highlighted the increasing convergence of out-of-home lifestyles with digital spending habits, a trend Grab is actively addressing through innovation and technological advancements.
This year, Grab introduced several new features, including the dine-in option, providing users with a comprehensive experience encompassing restaurant search, reviews, and discount deals for dining out. Additionally, the platform successfully promoted the self pick-up feature, gaining popularity among office workers.
The “Food and Grocery Trends Report 2023” incorporates survey findings from Grab users across six countries, including Thailand. Among the key trends identified in the Thai market, omni-commerce stands out as users increasingly turn to food delivery apps to elevate their out-of-home experiences in the post-pandemic era.
Notable statistics from the report reveal a remarkable surge in combined order volume from self pick-up and dine-in features during the first half of 2023, exceeding 23 times the volume recorded during the same period in 2021. Self pick-up experienced a 140% increase in order volume during the second quarter of this year compared to the fourth quarter of 2022.
The group order feature, particularly popular among office workers, witnessed a 1.8 times year-on-year increase, with spending per order rising by 2.2 times. Subscription packages also saw expansion, with more users opting for monthly subscriptions to access increased discounts and additional benefits.
For instance, GrabUnlimited subscribers reported a staggering 2.6 times increase in monthly spending compared to regular users, accompanied by a 2.1 times rise in the frequency of monthly service usage.
