FILIPINOS sure loved fried chicken this year.
Fried chicken dislodged burgers as the most ordered food in the Philippines this year, according to Grab’s Food and Grocery Trends 2022 report for Southeast Asia.
Close to 55,000 orders of fried chicken were made every day, said Grab.
Burgers were only in second place in 2022, and were followed by pasta, ice cream, coffee, burger steak, fries, pie, nuggets, and halo-halo.
Was it warm this year? Grab also noted an exponential increase in the orders of the halo-halo, a dessert of crushed ice with preserved sweets. It said this was ordered close to 80 percent more this year compared to 2021.
Korean reigns supreme
In terms of cuisine, Grab said Filipinos searched for Korean cuisine the most. This was followed by Japanese, Chinese, Thai, and Indian.
Grocery shopping
When it comes to GrabMart orders, Filipinos ordered bread the most this year.
This was followed by carbonated drinks, chips, bottled water, instant noodles, cultured milk, vegetables, canned food, evaporated milk and cream, and milk.
In 2021, vegetables were the most ordered grocery item on Grab.
Top orders per meal
For breakfast, the top three most ordered food were pancakes, longganisa, and rice with fried chicken, while the most ordered drinks were caramel macchiato, caffe americano, and hot chocolate.
Filipinos’ favorite lunch meals were fried rice, chicken inasal, and burger steak, and top drinks were carbonated drinks, caramel macchiato, and milk tea.
For merienda, the top three orders were halo-halo, ice cream, and pita, and the top drinks were carbonated drinks, milk tea, and caramel macchiato.
The top orders during dinner time, which is from 6 p.m. to 10 p.m., were cold desserts, fried rice, and burger steak, while drinks are carbonated drinks, caramel macchiato, and iced coffee.
The top late night cravings, or between 10 p.m. and 5 a.m. and which Grab categorizes as “Supper,” were ice cream, dessert pie, and fries. The top drink orders were ice cream float, iced coffee, and caramel macchiato.
Burgers, chicken, and pasta were round the clock orders, said Grab.
We love snacks
Grab also said merienda and total snack orders on Grab increased between 2020 and 2022.
Merienda orders doubled, while GrabMart snack orders grew threefold. The top favorite snacks on GrabMart were milk, pastries, and carbonated drinks.
“Snacking is not a solo activity. With workplaces reopening, 74 percent of consumers say that they generally tend to order for more than 1 pax,” said Grab.
We’re health conscious as well
Grab also said the overall demand for healthier options on Grab increased.
It said 92 percent of Filipinos say they consume at least one healthy meal every two to three days.
GrabFood consumers tend to choose healthier options during lunch as compared to other times of the day.
Food delivery not a phase
The Grab survey also found that in the Philippines and the rest of Southeast Asia, food deliveries will remain even if the restrictions that used to keep people at home have been lifted.
Seven out of 10 say food deliveries are a permanent part of their lives today.
“Lockdown restrictions really changed the way Southeast Asians eat and shop. But demand for deliveries never stopped, even after restrictions were lifted,” said Grab.
Consumers ordered more frequently, and also spent more per order, it said. Average basket sizes grew 84 percent on GrabFood and GrabMart from 2019 to 2022.
In the Philippines, the single largest GrabMart order in 2022 amounted to P27,900.
Tailor-fit orders
Grab also found that its customers spent more when they can customize orders. The average basket size increases 15 percent if customization is allowed, it said.
In the case of Filipinos, they love to customize the sugar level, the spiciness level, and the types of sauce, condiments, and toppings.
Staying in
Grab said more people entertained at home instead of eating out at restaurants, as it noted that large-sized weekend orders to residential areas surged by five times between 2020 and 2022.
Who’s ordering?
Young families, or those who have married with kids, tend to have food and groceries delivered the most, according to Grab.
Other delivery trends
Grab said delivery subscriptions are the next big thing, as one in three food delivery users have a subscription plan.
It also said add-ons allow customers to enjoy free delivery by hitting the required amount. The top three preferred add-ons are snacks, desserts, and drinks.
Foodpanda, the other dominant food delivery service in the Philippines, has not released its own 2022 trend report.
GrabFood had a 51 percent market share in the Philippines as of March 22, according to Market Research Philippines, a group of advisors that offer customized marketing solutions.
