Filipino consumers are ordering food and groceries online more than before, according to Grab’s Southeast Asia (SEA) Food and Grocery Trends 2023 report.
The report showed that nine of 10 consumers now prefer food and grocery brands with an integrated online-to-offline (O2O) experience.
This was demonstrated by solutions like self pick-up and dine-in, whose contribution to Grab Philippines’ total order volume went up by 3.6 times from 2021 to 2023.
About 94 percent of Grab users say they read reviews on the app; 60 percent pre-purchased vouchers online; and more than half placed their orders digitally at tables in restaurants.
“The everyday food journey of Filipino eaters 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,” said Grab Philippines director for deliveries Greg Camacho.
“We remain dedicated to innovating solutions that enable our merchant-partners to seamlessly interact with our highly active userbase, enabling them to efficiently adapt to ever-changing consumer behavior,” he said.
The report also showed that 89 percent of Filipino 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 snack between 3 p.m. and 6 p.m. have the highest basket value, as people tend to order snacks in groups. About 87 percent of Filipinos said they are likely to snack during this time.
About 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 headstart by reducing packaging, whether by removing extra layers, or opting for natural materials such as banana leaves,” the report said.
