This trend has been and has been detected and followed in file for quite some time on this platform [Boxtoernooi], available here for free. Meanwhile, the delivery players together account for almost 10% of the total expenditure on food and drinks, reports the FoodService Institute Netherlands (FSIN).
Foodservice delivery of meals grew by no less than 37%, according to the FSIN, to over € 2.7 billion in 2020. Without corona, revenue growth from meal delivery in 2020 would have been estimated at around 14%. In 2020, due to the corona crisis, meal delivery accounted for almost 23% of the total out-of-home food and drink market. *
Retail delivers half as much
Grocery delivery grew even faster than meal delivery. In 2020, the delivery of groceries by food retailers (supermarkets and specialty stores) increased by an estimated 49% to almost € 2.7 billion. That is more than € 600 million more than originally estimated, bringing the market share of total delivery from food retail (including wine delivery, cake, fresh boxes, etc.) to 6.1%.
‘Corona acted as a driving force. Delivery has been a growing trend for some time, but has really taken off this year ‘, says Inga Blokker, director of The Food Research Company, the FSIN’s research agency. Blokker: “People who normally never order, have been forced to discover the convenience of having hot meals and groceries delivered at home. ‘
Not only did more consumers opt for delivery, the order frequency per customer also increased. Consumers are not only ordering a meal on Sunday evenings, but also more often on weekdays. The recently published Foodshopper Monitor, an annual consumer survey by the FSIN, shows that younger generations in particular increasingly opt for a delivery meal when they don’t feel like cooking. For millennials and Generation Z, having a meal delivered is the most frequently mentioned alternative when they don’t feel like cooking. In 2018 that was “I’m still cooking”.
According to Blokker, the clock has moved forward a few years with regard to the growth of the delivery market. See also the FSIN chart above. Delivery chains opened more new outlets this year and chains that did not yet deliver or delivered little, switched more quickly. The variation in the supply therefore increased.
Growth is structural
The growth that has now accelerated will not simply disappear once the corona measures are over, says Blokker. ‘Even people who never order food or groceries before will continue to do so every now and then after corona. In addition, there is a large group of young people who regularly do not feel like cooking, of which we see in our consumer research that meal delivery is the most natural option for them at such a time. More than a ready-to-eat meal from the supermarket, for example. That also promises growth for the delivery market for the future. Although the delivery turnover in 2021 will certainly not take off as much as in 2020, as far as food delivery is concerned, the signals for future growth are green. ‘
* The exact market figures will be announced at the end of January, so this percentage may still deviate slightly.
‘The FoodService Institute Netherlands (FSIN) is a household name in the food industry. The association has been researching trends and developments in out-of-home consumption since 2003 and can thus provide an accurate picture of trends, future developments and consumer behavior. FSIN was the first to pay attention to the blurring of the boundaries between the hotel and catering industry and retail (referred to in professional terms as’ blurring ‘) and is both the first and only Dutch party to map the total food delivery market.’