- 69% agree that ordering in from their favourite restaurant during COVID-19 has contributed to their overall happiness
- 81% of respondents aged 45-54 agree that they are more reliant on food delivery services for meals
- Singaporeans spent an average of S$105.25 a month on food delivery services last year, recording a 56% increase as compared to 2019
- 82% of those surveyed said they would use food delivery services more regularly in the next few years
While food delivery has become an indispensable part of consumers' lives even before COVID-19, the pandemic has increased Singaporeans' reliance for such services in the past year. To understand how the pandemic has changed consumers' relationship with food delivery services, Deliveroo has commissioned a Censuswide survey of 1,000 Singaporean foodies in January.
Beyond just delivering food to the doorsteps of Singaporeans, food delivery platforms play a vital role in boosting overall wellbeing during the pandemic
Food does more than fill our stomachs; it has the ability to lift one's spirits. Amidst the pandemic, Singaporeans found comfort by turning to food delivery platforms to order in their favourite food. Over two-thirds (69%) of respondents agree that ordering in from their favourite restaurant during COVID-19 has contributed to their overall happiness. This particularly rings true among younger people aged 16-44 (73%), compared to people aged 45 and above (62%).
Food delivery apps gained momentum, especially among the older generation, and will continue to play an important role in Singaporeans' lives
Singaporeans' appetite for having their meals delivered to their doorsteps increased significantly, especially at the start of the pandemic. 80% of those surveyed said they are ordering from food delivery services more than ever before, with half (50%) admitting that they order in food more than once a week. The popularity of food delivery apps extends to older Singaporeans. 81% of respondents aged 45-54 state that they are more reliant on food delivery services to order their meals. 82% of those surveyed said they would use food delivery services more regularly in the next few years, reinforcing the belief that demand for food delivery services will continue to grow.
In terms of expenditure, Singaporeans spent an average of S$105.25 a month on food delivery services last year, recording a 56% increase as compared to 2019 (S$67.54). Those aged 55 and above make up the age group with the highest spending habits. Last year, the group spent an average of S$125.21 a month, a whopping 62% increase as compared to 2019 (S$77.27). On average, Singaporeans in the Central region (S$126.75) spent the most a month on food delivery services in 2020, followed by the East region (S$103.23), North-East region (S$100.57), North region (S$99.47) and West region (S$96.96).
Singaporeans turn to food delivery platforms to support local eateries from home
During Singapore's circuit breaker, the dine-in ban didn't stop Singaporeans from showing love to their favourite local eateries. The survey revealed that almost 3 in 5 (58%) Singaporeans prefer to order from local restaurants, with those aged 55 and above taking the lead (70%), followed by respondents aged 35-54 (65%).
Rising trend in Singaporeans ordering groceries straight to the doorstep through food delivery apps
Over a fifth (21%) of Singaporeans said they are most likely to order from grocery stores when using food delivery services. This trend can be attributed to the growing demand to purchase essential items online. Deliveroo launched its on-demand grocery delivery service last October to provide customers with greater access to a plethora of grocery products, especially important amidst the ongoing pandemic. These include household essentials such as fruit and vegetables, meat and seafood, eggs, milk and dairy, snacks and sweets, alcoholic and non-alcoholic beverages, and store cupboard essentials. Deliveroo's grocery partners include British retailer Marks & Spencer and specialty store favourites serving different areas of Singapore, including Blu Kouzina Mart, Ryan's Grocer and Kuriya Japanese Market.
Other key survey insights include:
- Convenience-seeking foodies: Singaporeans are not a fan of slaving in the kitchen. 59% admitted that they prefer the convenience of ordering in over cooking at home. This resonated more with respondents aged 25-44 (67%), compared to older (45-54) Singaporeans (52%).
- Food shared is happiness multiplied: 49% are more likely to use food delivery apps to order in meals when they have a social gathering of three people and above. To make group orders more affordable and accessible for families and friends, Deliveroo has launched 'Plus for a family', a new tier of its Plus subscription service. Starting this month (1 February), consumers can sign up to be a 'Plus for a family' member to enjoy unlimited free delivery on all orders above S$38 and access exclusive offers and deals from participating restaurants, all for a monthly fee of S$6.90.
- Top reasons for ordering in: It saves time, is fuss-free and convenient (47%), and customers get access to a wide variety of amazing food from the safety and comfort of their homes (40%).
- Top three well-loved cuisines among Singaporeans: Chinese (45%), Singaporean (44%) and American (36%).
"The survey results not only reinforce the important role food delivery plays in Singaporeans' lives; it reaffirms how food can deliver a sense of happiness and comfort in a time of uncertainty. As Singaporeans continue to work from home or take advantage of flexible working arrangements, Deliveroo is committed to leading the way, offering consumers the widest choice and selection at the best prices and the best service," said Sarah Tan, General Manager, Deliveroo Singapore.
The data was collected via a Censuswide survey conducted on behalf of Deliveroo in January 2021, among 1,000 respondents in Singapore.