How Is the Online Food Delivery Market In India Positioned
The India Online Food Delivery Market has experienced three digit growths in the review period of 2014-2019, fuelled by arising needs of the consumers and added convenience offered within the service. The supply ecosystem of the Indian market too has evolved through these years leaving behind clear market leaders in the country. Increasing smart phone and internet penetration in the country has led to increased in the number of online food delivery users from ~Mn in 2017 to ~Mn in 2019.
The new concepts such as Cloud Kitchens and Shared Kitchens have been received well in the market. India has witnessed increase in the number of cloud kitchens with Rebel Foods claiming to be the World’s Largest Internet Kitchen.
The pain points of the consumers include long working hours which makes it difficult to cook them a meal, increase in the number of nuclear families which promotes family time over mundane activities such as cooking, increase in women workforce, unavailability of ample options to choose from, high traveling cost and experience dining out experience at home.
The gaps in the current market include difficulty in expansion to Tier 2 and Tier 3 cities which entails to general taboo of online food delivery service offering unhealthy and expensive food, low disposable income and high delivery cost per order. The service providers have also shown concerns with third party logistics and maintenance of food temperature while delivering food.
How is the Market Segmented?
By Region: The revenue generated in 2019 has been segmented by the various regions contributing to the total revenue. South of India has been a major contributor to the revenue of the market. Some of the major cities generating revenue for the market include Bengaluru, Delhi NCR, Mumbai, Hyderabad, Pune and Kolkata. The demand generated from these regions depends on the demography and population characteristics.
By Type of Kitchen: The market has been segmented by Private Kitchen and Cloud Kitchen. Private kitchen includes orders generated from a restaurant or an eatery with has a store front. On the other hand there are orders generated by cloud kitchens which do not have a store front. The requirement of low investment and high profit margins being earned in the cloud kitchen space has proved to be beneficial.
By Type of Market: The Indian market has been divides into core markets, emerging market and rest of India market. The core markets are cities which have been generating high order volumes since 2013 and emerging markets are cities which have higher potential for generating volumes and revenues in the near future. Core markets are generally Tier 1 cities and Emerging markets are generally Tier 2 and Tier 3 cities. ~% of the total orders is believed to have come from emerging markets.
Annual Spending by Middle Class Household in Tier II and Tier III cities has increased from ₹~ to ₹~, ~% increase on Fast Food Restaurants. In the future, ~% of the orders is set to come from Tier II, Tier III and Tier IV cities.
Who Are My Consumers?
By Type of Food: The Indian consumers have displayed inclination towards fast food and street food while ordering out. North Indian and South Indian food has also been preferred by many. Other food types such as healthy and diet food has been chosen by people who have been following the trend of healthy and clean eating.
By Type of Meal: Online Food Delivery consumers tend to order food for various meals such as breakfast, lunch and dinner. Meals in the between such as brunch and evening snack are also being ordered frequently.
By Mode of Payment: The various modes of payments are Cash on delivery, card payments, payment wallets and net banking.
By Age: The consumers have been segmented by the age groups of (18-24 years), (25-34 years), (35-44 years) and (45-54 years). The generation Z and generation Y consumers tend to order more often.
By Mode of Ordering: Consumers generally use mobile phones or laptops/desktops to place their order. However, the convenience that a mobile phone offers is more as compared to other options.
The competition in the market is concentrated with presence of only two major companies in Order and Delivery Market namely Zomato and Swiggy. Zomato and Swiggy both also operate via Only Order business model as well. The companies in the market are placing their emphasis towards better logistic efficiency and improved consumer retention.
Other concepts such as Cloud Kitchen and Shared Kitchen have also gained traction in the market. Major cloud kitchen players include Rebel Foods, Box8, Biryani by Kilo, Eat.Fit and Freshmenu. There are other cloud kitchen players who have stepped into the game lured by the benefits and potential of the cloud kitchen space.
What is the Future of India Online Food Delivery Market?
The demand is expected to grow with a CAGR over 25% during the period 2019-2025. The demand is expected to be driven by growing penetration into Tier 2 and Tier 3 cities. The future is expected to witness other E-commerce companies such as Amazon debuting into online food delivery service. The cloud kitchen space is further expected to grow with aggregators offering infrastructure to amateur players. Technologies such as drone delivery and 3D food printing are expected to boost the operational efficiency of the market. The cloud kitchen space is expected to grow in the future with more players steeping into the space. Aggregators in the cloud kitchen space offering infrastructure to restaurants to operate from more than 1 location is also expected to drive the cloud kitchen space. The market is also expected to experience entrance of other E-commerce companies such as Amazon into the food delivery space as an effort to diversify their service offerings.
Key Segments Covered:-
By Type of Kitchen
Rest of India
By Mode of Payment
By Type of Food
By Share of Meals
By Mode of Ordering
Biryani by Kilo
Key Target Audience:-
Online Food Delivery Companies
Cloud Kitchen Companies
Private Venture Capital Firms
3rd Party Logistic Companies
Time Period Captured in the Report:-
Historical Period: FY’2015–FY’2020
Forecast Period: FY’2021-FY’2025
For More Information on the research report, refer to below link:-
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Ankur Gupta, Head Marketing & Communications