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Ordering in and dining out:
Shifting preferences for food delivery services across Southeast Asia

A sneak peek of our e-Conomy SEA 2022 research and Google Trends shows that adoption and usage of food delivery services remain resilient in SEA as pandemic restrictions ease. At the same time, price sensitivity and rising interest in dining out are factors to consider as food delivery platforms plan for long-term growth.

Adoption continues

Consumer adoption of food delivery services continues, albeit at a slower rate — 15% of the current food delivery consumers started ordering online in 2022.

Usage intent remains resilient

Over 60% of food delivery consumers surveyed intend to continue ordering the same amount or more in the next 12 months. This is especially significant among consumers who are mid to high income earners.

Price sensitivity persists

Consumers were least satisfied with prices when ordering food online, versus other aspects such as delivery, food quality and food variety. As food delivery platforms begin tapering incentives, along with inflationary pressure on disposable income, SEA consumers will continue to remain price sensitive.

Increasing interest in dining out

Consumers are exploring more food service options as pandemic restrictions ease. Restaurant-related searches have surpassed pandemic levels as more consumers are returning to restaurants — especially in Malaysia.

Deep dive into SEA's internet economy

Understanding consumer behaviour is key to building a digital decade for everyone in Southeast Asia. Start exploring digital economy metrics from the e‑Conomy SEA 2023 report.

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