TGM Global
Food Delivery Insights 2024

What’s driving consumer behavior across regions?

Food delivery apps are becoming a lifeline for busy consumers in APAC and LATAM, where convenience and time-saving are the top priorities. Fast-paced workdays and packed schedules mean people are turning to delivery services to simplify meal planning and avoid the hassle of cooking. Apps that deliver quickly, offer easy-to-navigate interfaces, and provide a wide range of meal choices are more likely to win over these busy users.

In Africa and the Middle East, the motivation for using food delivery apps is more nuanced. While convenience is still important, factors like satisfying cravings and supporting local businesses play a bigger role. Consumers are drawn to platforms that partner with local restaurants and offer familiar, culturally relevant options. Trust also matters — many people see food delivery apps as a safer, more reliable alternative to dining out. Positioning food delivery services as both dependable and aligned with local tastes could help new players establish a foothold in these markets.

How often are consumers ordering?

In APAC and LATAM, food delivery isn’t just a convenience — it’s a part of everyday life. A large share of users order food multiple times a week, making these regions highly competitive. But with established habits come higher expectations. To stand out, new platforms will need to offer better pricing, faster delivery, or a smoother user experience to capture attention and loyalty.

Europe and Africa tell a different story. In Europe, 23.37% of users order food once a week rather than daily. Africa follows a similar trend, indicating steady demand but room for deeper market growth. Meanwhile, the Middle East stands out with higher daily usage rates. Many consumers in this region order food a few times a week, saying that delivery is not just about convenience but also a key part of social and lifestyle habits.

What drives food delivery choices across regions?

Brand trust is the top reason people choose a food delivery app — and it’s especially important in LATAM (50.2%) and Africa (50%). Well-known, established brands have a clear advantage in these markets, where consumers tend to stick with names they know and trust. APAC shows a similar trend, reinforcing how much brand reputation matters in competitive markets. In Europe and the Middle East, trust still plays a major role, but fast order acceptance and delivery come into play more strongly.

Who’s leading the food delivery markets?

Brand recognition is shaping the food delivery landscape, with clear market leaders in each region. In Africa, Uber Eats leads the market with strong brand visibility and reliable service.

In LATAM, Rappi stands out as the top player, while PedidosYa maintains a strong foothold across the region. Uber Eats is also well-known but tends to rank behind these local giants.

Meanwhile, in APAC, GrabFood dominates, with Foodpanda and Swiggy securing strong positions through localized offerings and solid restaurant networks.

For new entrants, competing with these established names will take more than just competitive pricing — building trust through consistent service and strategic local partnerships will be key.