Uber Eats, one of the world’s largest food delivery networks launched an industry first research report, “Food Moods of India” that seeks to answer “Why India eats out of home food” rather than “What India eats out of home.” The report reveals how urban India loves bahar ka khana – 48% of Indians prefer ordering in, with convenience and breaking monotonous routines being the biggest driving factor. The report also puts a spotlight on how delivery is big, equaling dine-out and take-away put together.
Partnering with Ipsos, a global market research firm, the global technology platform hopes to empower restaurant partners and the F&B industry to understand the non-home cooked food landscape. Driving valuable insights from the report such as triggers of choice, consumption moments, cuisine perceptions and forward-looking trends, the report aims to future proof the F&B ecosystem by strategising the findings into actionable measures. Focusing on the interconnected and interdependent food ecosystem that has fundamentally changed how Indian consumers eat, the report points to lucrative opportunities for restaurant partners along with ensuring a seamless, smarter and more sophisticated food experience for consumers.
Commenting on the launch of the report, Bansi Kotecha, Head of Operations, India and SA Uber Eats, said: “We’re really excited about launching the food report ‘Food Moods of India’. With people eating non-home cooked food at least once a week, consumers are increasingly outsourcing their food decisions to technology-enabled life managers like us. With findings suggesting that consumers make choices based on the taste profile and different occasions, this report furthers our resolve to continue sharing data and insights to help partners innovate and promote efficiency in their operations, as well as provide customers more options to suit their food preferences.”
Sharing her learnings through the research, Sreyoshi Maitra, Executive Director, Ipsos, said: “We are witnessing fast changes in lifestyle followed by changes in daily routines. Consumers are extremely time pressed and this further triggers a growing need for easily accessible cooked food that is affordable. Thus consumers have quickly embraced home delivery or take out services to save the time and energy that would otherwise go into tossing up a home-cooked meal.”
• India loves bahar-ka-khana: The top reasons why people order in include convenience (28%), to break the monotony (28%), celebrate a special occasion (16%), catch up with friends/family/colleagues (10%).
• Order everywhere: It’s no surprise that the majority (76%) of survey respondents ordering food, get it delivered to their home. Other locations include work/college (13%), friend’s home (5%).
• Delivery is big: Out-of-home food is mostly consumed at home. Ordering in via Delivery – 48% is almost equivalent to Dine-out – 34% and Take-away – 18% put together.
• Convenience is King: Out of home food is more a function of convenience than a means of celebration. According to our data, 51% of the food ordered in are combo meals with 35% of the times consumers eating straight from the box.
• Creatures of Habit: Despite consuming out of home food often, restaurant experimentation is limited. 82% of consumers stick to a maximum of 5 restaurants in their repertoire.
• The New Date Night: Those surveyed in relationships feel delivery is a great way to spend time together. When couples decide to indulge in Bahar-ka-Khana, 36% of all such occasions, they order food at home.
• Me Time: 19% of people order food delivery to give themselves a chance to unwind.
• Mood Lifter: Amongst women who order in, 38% of home delivery food orders are made to enjoy a different taste or cheer them up.
• Cuisine preferences: North Indian food and Biryani score big among adults. Desi Chinese and Pizza are favourites among children.
• Ordering in, more economical: 43% of the respondents say ordering food is a more economical choice than hiring a cook which can be both expensive and tedious.
• Breakfast vs. Dinner: With the absence of adequate choices, only 7% of online orders are for breakfast. However amongst those have breakfast at home, 53% order dinner.