India loves to order in, and there’s little doubt left about that after our one-of-a-kind research report, ‘Food Moods of India’. Our findings show that 48% of our surveyed respondents love ordering in, with convenience and breaking monotonous routines being the top driving factors. We’ll have to admit the numbers that emerged surprised us, too. Another pleasant surprise was that food delivery in India is preferred more than dining out and take-aways put together.
We partnered with IPSOS, a global market research firm, for this research, in order to empower our restaurant partners and the F&B industry to get a low down of the food landscape in the country and various issues such as triggers of choice, consumption moments, cuisine perceptions and forward-looking trends. For instance, it was particularly intriguing to find out that being in a relationship was a factor when deciding to order in. Indians see ordering in as a fitting way to spend quality time with their significant others.
The report, while delving into the interconnected and interdependent food ecosystem in India, points to lucrative business opportunities for our restaurant partners, which are just waiting to be tapped into.
Here are some of the highlights:
- India loves to order in: The top reasons why people order in include convenience (28%), breaking monotonous routines (28%), celebrating a special occasion (16%) and catching 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: Among 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 among those who have breakfast at home, 53% order dinner.
Here’s the detailed report – Food Moods of India
About the survey
The survey was conducted through online surveys and interviews by IPSOS on behalf of Uber Eats in 13 cities across India. The duration of the survey was from 15th Sep and 15th Oct among 4,000 NCCS AB Indian consumers aged 15-50 years, who consume out of home food at least once a month.