Grab Thailand Unveils Food & Grocery Trends for 2023

Grab has also shared compelling statistics, revealing that "Som Tum Poo Pla Ra" (Papaya Salad with Crab and Fermented Fish) and "Coffee" have become the most sought-after menu items of the year, with over 4.4 million and 4.6 million orders, respectively, via GrabFood. Meanwhile, "Eggs" and "Drinking Water" continue to be hot items, ranking as the most frequently ordered products on GrabMart.

Chantsuda Thananitayaudom, Senior Director of Commercial & Marketing at Grab Thailand, commented, "In 2023, we have observed notable shifts in the behavioral patterns of platform users. There is a discernible trend of consumers seamlessly integrating their out-of-home lifestyles with spending habits through digital platforms. This transformation in consumer behavior has prompted platform providers to adapt and develop services that can more effectively respond to these changing behaviors and contexts."

"At Grab, we are committed to enhancing our platforms by leveraging innovation and technology to develop various services. This year, we introduced several new features, notably 'Dine-in,' which offers a comprehensive experience encompassing restaurant search, reviews, and discount deals for dining out. Additionally, we actively promoted 'Self Pick-up,' a feature that has gained significant popularity, particularly among office workers. This surge in popularity has resulted in a remarkable 23-fold increase in the number of orders from these two features, underscoring the evolving role of today's superapp beyond being a mere food and grocery delivery platform."

Grab Thailand has released its Food and Grocery Trends Report 2023, delving into the behaviors of platform users covering both food delivery and on-demand delivery of daily essential products. The comprehensive report incorporates survey findings from Grab users in six countries, including Thailand. Key trends identified in the Thai market include:

• 'Omnicommerce' is the next big thing: The rise of omnicommerce stands out as a significant trend, as users increasingly turn to food delivery applications to enhance their out-of-home experiences in the post-pandemic era. This shift is exemplified by the growing popularity of two key features: Self Pick-up and Dine-in.
  • During the first half of 2023, the combined order volume from both features surged by more than 23 times compared to the same period in 2021.
  • Noteworthy is the exceptional growth of the Self Pick-up feature, witnessing a remarkable 140% increase in order volume during the second quarter of this year compared to the preceding fourth quarter.
  • The report highlights the top five occasions prompting individuals to dine out, including celebrating special occasions, family meals, regular gatherings with friends, dating, and having lunch with colleagues.
• 'Group Order' captivates the hearts of office workers: The Group Order feature has witnessed substantial growth in popularity over the past year, particularly among white-collar professionals who frequently utilize food delivery apps to collectively order lunch at the workplace. This year, the usage of this feature has increased by 1.8 times compared to the previous year, with spending per order increasing by 2.2 times.
• Delivery app becomes a trusted 'Search & Discovery' tool: When it comes to discovering new restaurants and stores, delivery apps have become the leading source of awareness for Thais, capturing a significant majority at 71%, far beyond other platforms such as social media or search engine websites. Furthermore, 95% of Grab users choose to explore novel dining and shopping options by leveraging the search menu embedded within the Grab app."
• 'Ratings & Reviews' matter for new restaurant ventures: Positive ratings and reviews are integral in driving sales through delivery channels for restaurants. In Thailand, these elements have become paramount considerations, ranking among the top three factors that individuals prioritize when ordering from a restaurant they haven't experienced previously. This emphasis is attributed to the assurance of popularity and confidence in the food quality and service provided by the restaurant.
• 'Subscription Packages' thrive and expand in popularity: Presently, there is a growing trend in the adoption of monthly subscriptions as users aspire to access greater discounts and additional experiential benefits, particularly among heavy users or high-spending individuals. This trend is exemplified by GrabUnlimited subscribers, who witness a monthly spending surge of up to 2.6 times in comparison to regular users, accompanied by a 2.1 times increase in the frequency of monthly service usage.
• Today's consumers prioritize environmental concerns: More than 36% of Thais express a willingness to pay higher prices in support of brands that prioritize environmental sustainability. Moreover, more than 97% tend to favor brands with sustainable business development policies. This sentiment is mirrored among Grab users, as evidenced by a 1.7 times increase in participation in the carbon offset programme, allowing users to voluntarily donate 1 Baht for every order to contribute to tree-planting initiatives.

Furthermore, Grab has revealed fascinating insights into the food ordering and grocery purchasing behaviors of users in Thailand over the past year. Notable insights include:

Food ordering behaviors via GrabFood:

• The top 5 best-selling menus of the year are: Som Tum Poo Pla Ra (Papaya Salad with Crab and Fermented Fish), Black Coffee, Green Tea, Larb Moo (Spicy Minced Pork Salad), and Thai Tea.
  • Som Tum Poo Pla Ra (Papaya Salad with Crab and Fermented Fish) has become the best selling dish, with over 4.4 million orders throughout the year.
  • Coffee remains the best-selling beverage of all time, with total orders this year exceeding 4.6 million cups.
  • The vegan menu is the rising star, with the number of orders increasing by 5 times compared to the previous year.
• The most popular local menu items in each region include:
  • Northern Region: Rice Vermicelli with Northern Thai Curry Sauce, Khao Soi Kai (Northern Thai Curry Noodles with Chicken), Sai Oua (Northern Thai Sausage)
  • Central Region: Iced Coffee, Grilled Pork Neck, Chicken Rice.
  • Northeastern Region: Som Tum Pu Pla Ra (Papaya Salad with Crab and Fermented Fish), Larb Moo (Spicy Minced Pork Salad), and Grilled Pork Neck.
  • Southern Region: Cha Chak (Teh Tarik), Khao Mok Gai (Biryani Chicken), and Fried Chicken.
• The top 5 best-selling menus during the New Year are Pizza, Mala Hotpot, Fried Chicken, Sandwich, and Burger.

Everyday goods purchasing behaviors via GrabMart:

• The top 5 best-selling items ordered throughout the year are Eggs, Drinking Water ,Fresh Vegetables, Milk, and Ice.
  • Over the past year, more than 10 million eggs and over 9 million bottles of drinking water were sold via GrabMart.
  • Skincare products are the rising star, with the number of orders increasing up to 5 times compared to the previous year.
• The top 5 best-selling items during the New Year are Bird's nest Gift Hamper, Flower, Beauty and Cosmetics Product Gift Set, Ice Cream, and Snacks.