Glovo, the leading multicategory app, today released its annual “Glovo Delivered” report showing key trends in consumption habits in the app throughout 2023. These findings shed light on the evolving preferences and behaviours of Kenyan consumers in the realm of on-demand delivery of food and daily essentials.
Kenyan Taste Experiences Greatest Growth Among World Cuisines
Fried chicken, Burger, and Pizza emerged as the top three most consumed dishes. While the most consumed cuisines among Kenyans are American and Italian, traditional food ranks third and in fact has experienced the highest growth in orders (+50%) compared to 2022, followed by Asian, +49%, and Indian cuisines, +45%. This indicates the significance of traditional food in Kenyan society. Top most ordered local meals include Chapati, Ugali and Samosa, and local food consumption was recorded to peak on Sundays, with the greatest peak in consumption occurring between 12 to 2 pm
Sundays at 6 pm, it’s time for grocery shopping!
Thanks to signed agreements with leading partners in the Kenyan retail industry, grocery orders saw an even more substantial surge, skyrocketing by 44.9%. Likewise, a significant part of the development of groceries in Kenya comes from Glovo’s supermarkets, Bargains, which have increased its grocery orders by 150% in 2023. Within the Grocery segment, supermarket orders experienced a 274% increase in 2023 vs. 2022 (making Kenya the 8th country globally with the highest growth in number of supermarket orders delivered). The top 5 most consumed products in supermarket orders are milk, water, bread, tomatoes, and potatoes. Sundays are the favourite day for Kenyans to place ‘Supermarket’ orders with 6 pm being the greatest peak in grocery online shopping. Notable within the grocery vertical was the exceptional growth in Alcohol orders, boasting a 47% increase from 2022. This makes Kenya 3rd country globally with the highest alcohol order consumption (after Poland and Ukraine).
‘Glovo Bargains’ boosts grocery shopping in Kenya by 47%
Among all Glovo verticals, groceries experienced the highest growth in scheduled orders at +43% compared to 2022. The peak hour for scheduling grocery orders was 8 am, representing a new trend in thoughtful order planning. The groceries vertical also led the trend in pickup orders, experiencing a staggering 1,298% growth. This underscores the transformative wave in the online grocery shopping landscape as consumers adopt the new consumption formats available in delivery.
A new trend also emerged among Kenyans for a need for premium delivery services. This is represented in Prime orders, Glovo’s premium offering which surged by an impressive 84%. Kenya secured the fourth position globally in the growth of Prime orders, emphasizing the increasing popularity of subscription programs among Kenyan consumers.
Multicategory Flourishes
Always distinguished by its multi-category offering, Glovo again this year highlights how users are increasingly inclined to make purchases via the app to receive products in the comfort of their homes within minutes. Multicategory orders saw a remarkable 51% increase, highlighting the app’s diverse offerings. Noteworthy growth within the multicategory included a 44% increase in Pharmacy orders, with top products being Contraceptive Pills, HIV tests, Condoms, and Pregnancy tests. Flowers experienced an astounding 314% increase in orders, peaking on occasions like Valentine’s Day and Mother’s Day, with roses being the favourite flower ordered.
Grab-and-go Breakfast and Meals Snackification
Busy schedules, demanding commutes, and fasting trends have historically led to breakfast being skipped. However, as routines normalize post-pandemic, many are rediscovering the simple delight of breakfast. Compared to last year, bakery & pastries witnessed an 89% increase in orders with consumption peaks at 9 am and 4 pm. The top most consumed pastries are croissants, both classic and with chocolate, meat pie, cinnamon bun, and Swiss pastry. More interestingly, pickup orders in this segment have grown 88% compared to last year due to dynamic routines. Sandwich orders also rose by 34%, presenting a faster and healthier alternative to traditional meals and with a large increase in the pickup format by +248% vs. 2022. The consumption peaks at 12 pm, with a majority of the consumption happening in the morning from 10 am to 2 pm.
In this context, not only do we see a large increase in consumption at new times such as breakfast, but also, due to the type of food categories that have experienced the greatest growth at these times, we can see a sanctification, sometimes healthier, of some of the meals of the day.
Fun Facts
3rd September was the day with the most orders in 2023, with at least 6 orders being delivered on Glovo every minute in Kenya. 08:30 am on that day in September was the busiest minute for Glovo in the country during this period. The most generous cities in terms of tipped orders are Diani, Ngong-Rongai-Karen and Kisumu. Interestingly, Kenyans tipped 244% more orders than Nigerians.
Sustained Growth and Expanded Partnerships
In 2023, Glovo experienced a substantial 24% increase in total orders delivered compared to the preceding year, reflecting a continued surge in demand for its diverse services. The app saw a remarkable 52% surge in the total number of partners available, underlining Glovo’s commitment to expanding its offerings and catering to a broad spectrum of consumer needs.
Commenting, Ivy Maingi, Interim General Manager, Glovo Kenya,
“At Glovo, our commitment to the industry is unwavering. The substantial growth in total orders and our expanding partner ecosystem reflect not only the success of our platform but also our dedication to meeting the diverse needs of our users. We are proud to empower local businesses and contribute to the evolving landscape of on-demand delivery in Kenya. SMEs represent 75% of the total network of partners in Glovo Kenya and have experienced a growth of 62% compared to 2022. As we continue to innovate and grow, Glovo remains at the forefront of shaping the future of the quick commerce industry in the region.”
