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.

Spotlight on food delivery

Looking ahead

As consumer preferences continue to evolve, food delivery platforms will need to adapt in order to provide relevant experiences online.

To learn more about areas where platforms can improve consumer satisfaction, explore the e-Conomy SEA 2021 data dashboard below — and keep a lookout for the upcoming e-Conomy SEA 2022 report.

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