The number of Filipinos ordering food and groceries online is rapidly rising, according to Grab’s Southeast Asia (SEA) Food and Grocery Trends 2023 report.
Grab on Friday reported that nine in 10 consumers prefer food and grocery brands offering an integrated online-to-offline (O2O) experience.
This was most apparent in solutions like Self Pick-Up and Dine-In whose contributions to Grab Philippines’ total order volume increased 3.6 times from 2021 to 2023.
Ninety-four percent of Grab users also say they read user reviews of the app, that 60 percent pre-purchased vouchers online, and that more than half placed their orders digitally at tables in restaurants.
“The everyday food journey of Filipino diners has significantly evolved in the post-pandemic environment. GrabFood now takes on a new role, catering to the demand for a convenient experience that transcends on-demand deliveries,” Greg Camacho, Grab Philippines director for deliveries, said.
The report also showed that 89 percent of Grab users use the app to discover new restaurants and stores they have never tried before.
Food delivery apps are now the second most popular way Filipinos are discovering new F&B outlets – ahead of social networks like Instagram, friends and family, and even food blogs.
The report also showed that merienda or snacks orders between 3 to 6pm have the highest basket value, as people tend to order them in groups. In fact, 87 percent of Filipinos said they are likely to snack during this time.
In addition, 44 percent of consumers in the Philippines say they are willing to pay more for sustainable brands, and 96 percent are more likely to support brands with sustainable practices.
“As consumers make more eco-conscious choices, brands can get a head start by reducing packaging, whether by removing extra layers, or opting for natural materials such as banana leaves,” the report said.
