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While 79% of online fresh food buyers indicated that they are definitely or likely to continue purchasing fresh food online in the next 6 months, preference for physical markets still remains strong in Southeast Asia.
The hustle and bustle of traditional wet markets have dulled significantly since the pandemic outbreak, especially after becoming hotspots for Covid-19 clusters. In response, consumers are turning towards online deliveries for groceries, fresh food included.
Although shoppers typically prefer to closely inspect highly-perishable fresh food, the appeal of convenience and variety may have changed the minds of many. Surveying N=2000 online fresh food buyers across Southeast Asia (N=500 respondents each from Singapore, Malaysia, Thailand and Philippines), this study aims to find out purchase patterns of fresh food, and whether online purchases come at the cost of physical markets.
Fresh fruits and vegetables among fresh foods most commonly purchased
Among respondents surveyed, at least 7 in 10 purchase fresh fruits (75%) and vegetables (71%) online. In contrast, there is less demand for highly perishable items like fish and other seafood products, likely due to potential quality issues during handling and transportation.
The study also found out the retailers that respondents purchase fresh food from most often, with these brands emerging top: Fairprice Online in Singapore (39%), SM Online in Philippines (15%), 7 Delivery (23%) in Thailand and Tesco Online in Malaysia (35%).
Demand for fresh food online likely to remain strong, but physical markets still a strong competition
79% of online fresh food buyers indicated that they are definitely or likely to continue purchasing fresh food online in the next 6 months, especially so among Thais (86%) and Malaysians (84%).
However, physical markets are not falling too far behind either - 93% of online fresh food buyers say that they will continue to buy fresh food from physical markets. The demand for fresh food online may be attributed to movement restrictions and precautions due to the pandemic, and some consumers are likely to go back to physical markets for most of their grocery shopping. In fact, 43% of those who will continue buying from physical markets stated that they will be shopping more often in physical markets, and less so online in the next 6 months.
To access the full report of Milieu’s “2022 Resolutions and Spending” study, please get in touch with sonia.elicia@mili.eu
Methodology of the study
The “Online Purchase For Fresh Food” survey was conducted via Milieu’s proprietary survey community in Singapore (N=500), Thailand (N=500), Malaysia (N=500), and Philippines (N=500), in November 2021.
