Grab recently released the 2023 Southeast Asia Food and Grocery Trends, with customer behavioral highlights, and predictions on how brands can better leverage the platform’s captive audiences for growth.

TREND #1 Subscriptions drive multiple (and larger) sales

In Southeast Asia, 1 out of 2 Grab’s top spenders are GrabUnlimited’s subscribers, with 2.7x more likelihood to spend per month. These customers order 2.3x more often than a non-subscriber.

TREND #2 Group Orders almost doubled in 2023

Between January and July 2023, more people are spending on Group Orders during lunchtime and are getting these delivered to work addresses. With hybrid and more in-person working arrangements back, brands can expect this trend to persist in the coming year.

TREND #3 Delivery apps are now an important discovery tool

More Southeast Asians are using food delivery apps to discover new brands, restaurants, and stores – that’s more than 3,500 customers choosing the app as their #1 source of awareness. More than half of surveyed customers also browse the app for inspiration, with 66% doing so without a specific merchant in mind.

TREND #4 Stores with positive ratings and reviews see higher conversions

It’s almost a no-brainer to know that ratings matter when it comes to consumer-facing offerings. Southeast Asian customers are more willing to try a new restaurant or menu item for the first time if it comes with good ratings and/or reviews, while promotions and spread of choice comes in second and third.

TREND #5 Digital platforms are an integral part of the consumer journey

9 out of 10 customers prefer an integrated Online to Offline (O2O) experience. Despite a stronger preference for online engagement, brands will still need to consider its offline presence to ensure a seamless engagement despite channels.