VN Food & Grocery

Trends 2022
How on-demand delivery is changing
the way we eat, shop, order, and discover.
Report Methodology

?
Primary Research Expert Interviews Media Trends Grab Platform
from 6 countries* and Industry sources^ Analysis Insights+

Note:
* Grab surveys conducted online by Kantar and NielsenIQ for Grab in Singapore, Malaysia, Indonesia, Philippines, Thailand, and Vietnam.
Data collection was from January to September 2022. Total number surveyed across the region:
Online food delivery was n=33,840. Singapore n=3,600, Malaysia n=6,030, Indonesia n=12,240, Philippines n=3,600, Thailand n=4,770, Vietnam n=3,600.
Online grocery delivery was n=27,900. Singapore n=3,600, Malaysia n=4,500 Indonesia n=9,000, Philippines n=3,600, Thailand n=3,600, Vietnam n=3,600.
^ Qualitative discussions across the region to draw out more nuanced perspectives and insights.
+ GrabFood and GrabMart platform insights across January 2019–June 2022.
01
Big thanks to
our partners
for sharing their insights and
case studies for this report

02
Contents
01 Deliveries After COVID-19:
Appetites Continue to Grow

02 Evolution: From Delivery to Discovery

03 Top Orders that Stole the Spotlight

on Grab

04 Top Trends to Supercharge Sales

05 Top Tools Every Business Should Know

06 How to Get Ahead with GrabAds

01
Deliveries After 2022

COVID-19: Appetites
Continue to Grow 2019
Remember Total Grab transacted
delivery sales volume

when deliveries
continued to grow in the
last year1

kept us sane? +24%

It wasn’t just
a phase 7 in 10
say that deliveries
are a permanent part
Lockdown restrictions really of their lives today2
changed the way Southeast Asians
eat and shop. But demand for 2021 Q2 2022 Q2
deliveries never stopped, even
after restrictions were lifted. Total YoY% Gross Merchandise Value Growth

Source:
1. Grab Q22022 earning results.
2. Grab survey July 2022. n=691, active Grab users in Vietnam.
05
Post COVID-19:
Delivery
habits are On ,
consumers ordered
On ,
consumers ordered
here to stay
Vietnamese are ordering
more often than ever before
1.2x
more often in 2022
1.5x
more often in 2022
on GrabFood and GrabMart. compared to 2019¹ compared to 2020¹

Source:
1. Grab Internal Data, 2019- 2022 (monthly average).

06
They’re not just
ordering more, they’re
spending more per order1

On GrabFood, On GrabMart,
average basket average basket
sizes grew sizes grew

41% 140%
2019 2022

2020 2022

(2022 vs 2019) (2022 vs 2020)

Source:
1. Grab Internal Data, 2019- 2022 (monthly average).

07
Wow, the largest
single GrabFood
order in 2022 was
₫1.998.000
Was that you?

08
Southeast Asians
continue to
Food and Grocery
delivery expenditure1

spend more 1.3x Top reasons

going into 2022 Vietnamese use

food delivery
platforms2
#1 Convenience
Expenditure on food and
#2 On-demand
grocery delivery grew by #3 Social gatherings
1.3x between 2021 and 2022.

2021 2022
Regional

Source:
1. Grab survey Nov’21 and May’22, n=13,720 active food and grocery delivery users regionally.
2. Grab survey H1'22. n=862 active food delivery users in Vietnam.
09
Heavy users
disproportionately And these heavy
drive the most spend food delivery users in SEA
prefer GrabFood²
across the region
25%
Top 25% of users in
SEA contribute to 71% 71% Competitor 1
of deliveries spending
Competitor 2
in the region1
Competitor 3

Competitor 4

ID SG MY TH PH VN

Source:
1. Grab survey H1’22, n=10,832 active food and grocery delivery users regionally.
2. Grab survey H1'22. n=6,432 heavy food delivery users regionally. Compared against key food delivery players in the region based on most often used brand.
10
Heaviest delivery users
tend to be young families1

72%
married with kids
76%
married with kids

> 7x online food > 14x online grocery

delivery orders a month delivery orders a month

Top 3 reasons of ordering Top 3 reasons of ordering

 Too busy to cook  Special promotions
 Cravings to satisfy  Quick solution for
 Habitual routine special/festive occasions
 Easy way to try new products

Source:
1. Grab survey H1'22. n=1,191 active food and online grocery delivery users in Vietnam.

11
02
Evolution:
From Delivery
to Discovery
 9 in 10 consumers prefer
Digital now brands with an integrated
online-to-offline experience1

means omnichannel “It's all about digital convenience—one app

to browse, order, pay, read reviews, and purchase
deals. Whether it’s ordering in, dining out, or
takeaway—we want that to be available via the
Consumers now look Digital platforms have become an Grab app, and for consumers to have the same
great experience in-app and in-store.
forward to be able to integral part of the consumer journey
discover, engage, With COVID-19 recovery in full swing, we're
and order from their seeing more merchant-partners adopting our
favourite brands via online-to-offline solutions. From Self Pick-up to
GrabUnlimited and integrated advertising
some form of digital campaigns, we're working to bring the best
means. experience and value to consumers.”
94% 92% 85% 83% 78% 70%
Online Saad Ahmed,
Offine only
Managing Director,
Review Pre-purchase Reservation Takeaway/ Payment Order at Regional Head of
voucher Self pick-up table Commercial at Grab

Consumer digital usage when it comes to

dining out or takeaway¹

Source:
1. Grab survey July 2022, n=8,452 active Grab users regionally.

13
Delivery apps don't just deliver,
they aid in discovery too1

88%
got to know of a
90%tried at least one
74%
browse the delivery
17 mins
is the average time consumers
new store because new store in a delivery app without any spend searching and browsing
of delivery apps app that they have restaurant or before making an order
not tried in person store in mind on GrabFood2

Win new customers while

they're searching.
Get ahead of competition with
GrabAds search boosters.
Learn more at
www.grab.com/vn/business/ads/
Source:
1. Grab survey July 2022, n=8,671 active Grab users regionally.
2. Grab Internal Data H1'22.
14
9 in 10 merchants 3rd party delivery apps
continue to drive incremental

say that delivery

revenue to merchants2

+15%
platforms are a
must-have for
73%
their businesses
Total sales revenue
before joining food
delivery platforms of SEA merchants
attribute majority of

to survive Total sales revenue

after joining food
delivery platforms
their online sales to
GrabFood2

Delivery platforms have been

instrumental in bringing in more
customers to their business.1

Source:
1. Grab survey September 2022, n=47 active Grab merchants in Vietnam.
2. Grab survey September 2022, n=662 active Grab merchants regionally.
15
“Being on GrabFood is like
locating a McDonald's
restaurant within Southeast
Asia's largest digital food court.”
Food delivery used to be a luxury but it’s now a part of everyday life.
Deliveries at McDonald's now consistently make up 30% of our business in
Asia versus just 10% pre-COVID-19. While we have our own McDelivery app,
we also work closely with third-party delivery platforms like Grab as we want
our brand to be accessible to customers both offline and online.

Aside from delivery, we also work with Grab on in-store payment, loyalty
rewards, and integrated campaigns to bring the same digital convenience
from the Grab app into our stores and to extend the McDonald’s experience
into the Grab app.

Eugene Lee
Regional CMO (Asia) at McDonald's

16
03
Top Orders
that Stole
the Spotlight
on Grab
Milk tea Vietnam’s Top Orders
on GrabFood
Vietnam’s Most-searched
Cuisines on GrabFood

remains a 2021 2022 2021 2022

national 2
1 Milk tea
Fried chicken
Milk tea
Grilled pork rice
1
2
Italian
Japanese
Italian
Vegetarian

favourite 3
4
Vietnamese coffee
Grilled pork rice
Fried chicken
Bánh Mì 4
3 Chinese
Vegetarian
Japanese
Chinese
5 Grilled pork sausage Vietnamese coffee 5 Korean Korean
6 Fries Fried rice
7 Vermicelli with tofu Fries
and shrimp sauce
8 Chicken rice Chicken rice More than
20 cups of milk
9 Fried rice Vermicelli with tofu
and shrimp sauce
tea were sold
every minute
10 Vietnamese meatball Grilled pork sausage
noodles
in 2022!

18
It’s always Vietnam’s Top Orders
on GrabMart

happy hour 2021 2022

in Vietnam. 2
1 Vegetable
Pork
Beer
Pork

Beer climbs 3
4
Bread
Fruits
Fruits
Vegetable

up to take 5
6
Chocolate beverage
Instant noodles
Condensed milk & creamer
Milk

the #1 spot 7
8
Beef
Eggs
Beef
Chocolate beverage
9 Beer Bottled water
10 Sausage Yogurt
Sweeteners
and condensed
milk increased
by 12x
compared to
last year

19
More than
21,600 cans
of beer are sold
every day
That's 15 cans sold every minute!

20
 Round the

Any guesses what the top eats clock orders:

Fries and
spring rolls

were throughout the day?

Breakfast Lunch Tea Time Dinner Supper

5am – 11am 11am – 3pm 3pm – 6pm 6pm – 10pm 10pm – 5am

Top 3 foods: Top 3 foods: Top 3 foods: Top 3 foods: Top 3 foods:
Noodle soup Chicken rice Fried banana Chicken feet Chicken feet
Sandwich Grilled pork vermicelli Mix rice paper snack Shrimp paste vermicelli Fried chicken
Noodles with grilled pork Grilled pork rice Meat skewer Shrimp burger Grilled eggs

Top 3 beverages: Top 3 beverages: Top 3 beverages: Top 3 beverages: Top 3 beverages:
Iced coffee Lotus tea Yogurt with pearls Yogurt with pearls Ice kumquat tea
Lotus tea Yogurt drink with pearls Milk tea Milk tea Peach tea
Iced green tea Green tea Fresh milk with sugar Fresh milk with sugar Fresh milk with sugar
21
‘Tis the season for
feasts and sweets
Christmas and New Year Bestsellers

2 ways to boost Christmas

and New Year sales
• Cater to groups of 4 pax and above Alcohol
Hotpot items and alcohol beverages are
especially popular—over 150 orders are
made every hour! Hotpot ingredients

• Include sweet and savoury snacks

Fries, fried buns, and egg tart orders spike
during Christmas with more than 300 orders Egg tarts
made every hour!
e r food
f i n g
Fried

22
Traditional goodies make
celebrations complete
Tet Bestsellers

2 ways to boost sales during

Tet celebration
• Offer popular Tet favourites on your menu Milk tea
Like Pork bologna, fresh fruits and dried
seeds—these spike in demand during the
days leading up to Tet.
Melon seeds
• Include milk tea
Cravings for milk tea are especially strong
during Tet, as one-third of Tet orders are Fruits
solely on milk tea!

ogna
Pork bol

23
04
Top Trends to
Supercharge
Store Sales
Trend #1
Healthy and Overall demand for healthier options
on Grab increased²

plant-based
alternatives 2x 6x
Healthy meals on Health and wellness

are no longer
GrabFood orders on GrabMart

niche
2019 2022 2020 2022

93% of Vietnamese say that

they consume at least 1 healthy meal
4 out of 5
every 2 to 3 days.¹ consumers tried
plant-based
alternatives in the
last 6 months1
Source:
1. Grab survey July 2022, n=536 active Grab users in Vietnam.
2. Grab Internal Data, 2019-2022.
25
GrabFood
consumers tend to
opt for healthier
foods during lunch,
as compared
to other times
of the day

26
“Plant-based burgers made
Burger King available to
®

a wider audience.”
In response to the global demand for alternative proteins, Burger King
introduced its plant-based platform to Asia in 2021, starting with the iconic
WHOPPER® in a plant-based version, catered to Asian tastes. Since then, we
have seen it to be incremental to our business.

At Burger King, our plant-based products are created to feel, taste, and look
similar to real meat—and it delivers the same amazing Burger King experience.

Guests are at the center of our decisions, and we’re committed to giving them
options they can feel good about. We are excited about the category and will
continue to extend our plant-based offerings both in restaurants and on
delivery platforms like Grab.

Daphne Kuah
Chief Marketing Officer (APAC)
at Burger King

27
Trend #2
More people
opted to 2022
This is your cue to expand
your menus with bundles for

entertain at
On , large group orders, or even
large-sized weekend orders special festive items!

3x
to residential areas surged by

home vs
Types of food ordered for
large gatherings1
1. Sharing platters

dining out
2. Side dishes
between 2020 and 2022²
3. Finger foods

2 in 5 consumers prefer
ordering in for social gatherings
instead of eating out.1

2020
Source:
1. Grab survey August 2022, n=244 active Grab users in Vietnam.
2. Grab Internal Data, 2020-2022. Defined as monthly basket spend in top 30%.
28
Trend #3 GrabFood merchants that offer customisation

Customers
see larger basket size sales2

Average basket size

spend more without customisation

when they can Average basket size with customisation +15%

customise
Top key items
9 in 10 consumers are Vietnamese want
more likely to order from to customise are3:
merchants that allow  Ice level
 Sugar level
customisation.¹  Spiciness level
 Type of toppings
 Type of sauce

Source:
1. Grab survey July 2022. n=691 active Grab users in Vietnam
2. Grab Internal Data H1 2022. Basket size comparison of single outlet GrabFood merchants with and without customisation.
3. Grab survey July 2022. n=457 active Grab users in Vietnam 29
Trend #4
Snacking Tea time and total snack orders on Grab saw
an overall increase between 2020 and 20222

boosts
off-peak 2x
3x
revenue
Growth in GrabMart
snack orders Top favourite
Growth in GrabFood snacks on
tea time orders
GrabMart?
2 in 5 Vietnamese Sweets, cookies,
and traditional cakes!
say that they snack at least
once a day.¹

2020 2022 2020 2022

Source:
1. Grab survey August 2022. n=1,017 active Grab users in Vietnam.
2. Grab Internal Data 2020- 2022.
30
Snacking is not
a solo activity.
With workplaces
reopening, ~60%
of consumers say
that they generally
tend to order for
more than 1 pax 1

Source:
1. Grab survey August 2022. n=1,017 active Grab users in Vietnam.

31
“Unilever saw on-demand
ice cream orders via delivery
platforms surge in the
last 3 years.”
Consumers' general behaviour evolved during the pandemic. They are now
prioritising happiness more than ever. We saw Southeast Asians turn to
snacking as a source of comfort—looking for simple pleasures to de-stress
and treat themselves.

Within the last year, we saw over 1 million ice cream orders sold on Grab’s
platform! We expect to see this on-demand snacking phenomenon grow
further, as it’s spurred by consumers’ increased willingness to indulge and
increased need for convenience and comfort.

Amaury Marescaux
Director of Global Ice Cream
Partnerships at Unilever

32
Trend #5 Minimum spend
for free delivery

Add-ons help The sweet spot:

Add-ons priced
(~₫70.000)

Drink or side add-on

customers earn ~₫7.0002

free delivery Average meal spend

(and boosts sales!)

(~₫63.000)

1 in 4 consumers say that they will

switch restaurants if they're unable
to hit the minimum spend for
Top 3 preferred
promos.¹ add-ons?
Snack, desserts,
and drinks¹

Source:
1. Grab survey July 2022. n=1,691 active Grab users in Vietnam.
2. Grab Internal Data 2022.
33
“1 in 5 main meals today
include a non-alcoholic
ready-to-drink beverage.”
At Coca-Cola, we're constantly looking at more ways to engage our
consumers and meet their daily beverage needs. Recent research has shown
that 57% of menu decisions are made an hour before a meal while for 75% of
meal shopping occasions, the meal ingredients are determined during the
shopping trip. We want our portfolio of beverages to be easily accessible to
our consumers at any time of day, whatever the occasion.

We believe we can achieve this by supporting our customers and helping

them grow their businesses via optimised menu executions like meal bundling
or add-ons. Partnering with Grab to help our customers grow is a great
opportunity for Coca-Cola to amplify these efforts and meet the evolving
needs of our consumers.

Mick Drew
eCommerce Head,
O2O (Offline-to-Online) at Coca-Cola

34
05
Top Tools
Every Business
Should Know
Powerful new tools & features,
now on the GrabMerchant app
Ready
The ‘Ready’ tick
Merchants now have full
control over the time they
need to prepare an order. They
can update their order timings
in-app, and mark them as
ready when it’s done. This
helps to reduce the wait-time
of delivery-partners in-store.
chatting with your customers¹
Source:
1. Grab Internal Data 2021-2022.
Chat and reviews
Directly address order issues
through in-app chats with
customers in real-time to
deliver higher satisfaction.
Tip:
1-star rating orders can be
reduced 8x by simply
Insights
Social media The ‘Insights’ tile
profile integration
Review business
Merchants can improve their performance, get insights on
in-app store presence by Grab’s audience segments,
linking their social media trending orders, total
profiles to their GrabFood or cancellations, and more.
GrabMart store profiles.
They can also create
promotional content and ad
visuals on Grab and share
them to their social channels.
36
06
How to Get
Ahead with
GrabAds
Reach eaters across
Vietnam with GrabAds

Drive real Launch with Run with real Drive sampling Expand physical
world sales a bang data on on demand distribution
Measure your GrabAds Launch new products, real eaters Entice consumers to Partner with our
performance in terms meal deals, and more First-party insights try your new products! GrabFood or GrabMart
of meals ordered, not with high impact based on millions of Grab’s network of merchant-partners to add
just impressions formats that engage in-app transactions can merchant retailers and your products to their menus
served. and influence eaters help you reach loyal or riders can get samples or inventory. You can also
across their entire lapsed customers, fast in consumers’ hands set up and promote your
journey—both in-app food fans, food-curious on-demand. own virtual outlet within the
and in real life. newbies and more— Grab app.
cookie-free.

38
Case Study: Maximising awareness
and sales for any new menu launch
41.8x
ROAS

McDonald’s Singapore
partnered with GrabAds
to launch their McCrispy
with a full-funnel
advertising strategy
Singapore
targeting every stage of
the customer journey.

Masthead Food Banner In-transit Ad

39
Case Study: Online-to-offline sampling
for innovative new products
45K
Samples
OchaSan Thailand delivered

partnered with GrabAds

to help customers get
their hands on free
samples of their new,
Thailand
guilt-free, ready-to-drink
bubble tea.

Mart Banner In-transit Ad

40
Case Study: Inspiring shoppers with
shoppable recipes on GrabMart 9x
Increase in GMV
post-campaign

Knorr Philippines partnered with

GrabAds to promote “shoppable
recipes” that help users decide
what’s for dinner. Consumers
can click on the cards to shop
Philippines
the recipe by adding ingredients
to their baskets, including
time-saving Knorr favourites.

Inbox Banner Mart Banner

41
Grab is a leading superapp
platform in Vietnam, providing food,
grocery, parcel deliveries,
as well as mobility.

Category Leader
across deliveries & mobility1
Not yet a
39M App 4.4x more
Downloads2 MAUs³
GrabAds partner?
3.4x more than than closest Get in touch here:
closest competitor2 competitor³
grabads@grab.com

Source:
1. Based on Euromonitor’s independent analysis, Grab continued to be the category leader in 2021 by GMV in
online food delivery and ride-hailing, and by TPV in the e-wallet segment of financial services in Southeast
Asia, despite increased competition.
2. Average of Sensor Tower and data.ai, total app downloads from 1 January 2012 to 31 March 2022.
3. Average of Sensor Tower and data.air, average monthly active users for Q1’22.