Deliveroo, Hong Kong’s leading food delivery company, today announced its first-ever Share of Stomach report for Hong Kong, following its initial launch last year in the UK. The poll examines the city’s growing interest in food delivery that has persisted throughout the pandemic, with the goal of providing Deliveroo restaurant partners with consumer data to help them make strategic and informed business decisions. After two years in lockdown, the Share of Stomach report found that mental and physical health (both at 70%) are at the top of the list of concerns for Hong Kongers, leading to increasing appetite for food delivery among consumers.
With the city grappling with social distancing measures and dine-in restrictions for the larger part of two years, 71% of respondents agree that the food they eat plays an important role in their mental health, followed by 65% who say they wish to take control of their nutrition levels, reflecting that the pandemic has seemed to play a role in influencing more people to adapt to eting at home.
Deliveroo has seen a surge in ordering frequency in the city, as more than half of Hong Kongers (55%) said that they have ordered more or a lot more food delivery and takeaway over the past year. With no signs of delivery slowing down, pickup and delivery options are becoming essential to restaurants’ business and operation planning, which presents more opportunities for restaurants to beef up their delivery options and help consumers set the table at home. With new habits and routines forming, 60% of Hong Kongers now see food delivery as a necessity, claiming that their primary reason for food delivery is staying indoors. However, consumers also stated that specific cravings for certain foods (53%) – prompt them to also opt for delivery rather than cooking at home or dining out. In other words, to restaurants, making food available to customers at their moments of “craving” is key to their business growth.
When it comes to ordering food online, Hong Kongers put their tastebuds before all else, with 38% marking flavour and taste as the most important factor when choosing their delivery. Other key considerations when opting for takeaway included caring about specific dietary requirements being met (30%) and knowing that the food had been prepared with expertise (26%). However, social media buzz was among the lowest motivators, with just 20% of respondents citing that it was important to them. Among those who cared the most about the expertise from chefs were professionals and working adults, with more than a third (34%) marking it as the number one driving force for ordering delivery. With many hungry Hong Kongers placing a high value on food quality and expertise, restaurants should place greater emphasis on quality ingredients and recipes to remain competitive in the city’s market and win over not only the tastebuds but the hearts of their customers.
Other emerging dietary preferences in Hong Kong included:
- Physical health (34%) was the obvious and most important decision factor in selecting a vegan diet, with 37% of those surveyed describing themselves as veggie, vegan, or flexitarian or pescatarian.
- Families in Hong Kong (60%) were the largest group adopting vegan diet in the previous one to two years, with many of the younger child-free respondents indicating that they had ‘always’ been vegan.
- Nearly half of individual respondents (49%) reported having dietary restrictions.
With more customers paying additional attention to their diets, restaurants across Hong Kong would be wise to revamp their menus on a regular basis and ensure that patrons have a wide variety of options that cater to the emerging dietary needs.
Among the three markets surveyed which include the UK, France and Hong Kong, Hong Kong was home to the keenest amateur cooks, with over half (51%) of the city’s respondents agreeing or strongly agreeing that they considered cooking to be a hobby of theirs. Given that the pandemic had created more room in their schedules, 52% of Hong Kongers cited that they have more free time. Compared to just last year, over 43% of respondents also noted that they are more likely to cook for themselves, suggesting the potential growth for the local on-demand grocery market.
Andrew Hui, General Manager, Deliveroo Hong Kong, said: “Food delivery has undoubtedly increased as a result of the epidemic, social distancing measures not only have impacted the F&B industry but also have influenced Hong Kongers to choose to dine in at home, as they prioritise their health and wellbeing. As the city’s leading provider of online food delivery services, we are committed to helping our restaurant partners to understand the latest behaviours coming from consumers. With these insights, we can help maximise business opportunities for restaurants amidst the pandemic and provide consumers with more food choices to be delivered at their door with ease.”