Deliveroo reveals pandemic impact on UK ordering habits

• More than 8 out of 10 UK customers report ordering deliveries with the same or higher frequency than a year ago – despite the lifting of lockdown restrictions 
• Nutrition and environmental concerns increasingly driving decisions around food – with 60% of UK customers wanting to control what they eat, and 82% having tried vegan food 
• Annual Deliveroo report aims to help the growth of small and independent restaurants, providing expert insights into consumer attitudes and what drives food delivery decisions

Deliveroo, the UK’s leading food delivery company, has today published its second Share of Stomach report  to help restaurants understand consumer ordering habits and how they have been impacted by the pandemic. The report reveals that UK consumer appetite for food delivery has continued to grow following the pandemic. It found that more than 8 out of 10 UK customers ordered deliveries at the same rate or more frequently in December 2021 than they did the year before.

The past two years of the pandemic have had a huge impact on UK consumer spending and customer behaviour:

• More than half of customers (56%) are more worried about their personal finances than before the pandemic and 56% say they are holding back on major purchases. 
• With many people unable to splash out on bigger purchases, food continues to play an important role in allowing people to reward themselves.
• People have become more health-conscious during the pandemic, with 62% of all adults saying they are more concerned now about their physical and mental health than they were a year ago. As a result, 60% stated that they want to be able to control their nutrition in what they eat.
• Sustainability and environmental impact have become a key driver of customers’ food choices. Of those who would describe themselves as vegan, 26% claimed to be doing so primarily for sustainability reasons, and 30% claimed to have made this dietary choice in the past year, highlighting the growing popularity of exploring different eating habits. More than four-fifths (82%) of UK customers have tried vegan food.

As a result of these changing attitudes towards food, Deliveroo has seen a 117% increase in demand for vegan food over the last twelve months, and there are now 15,000 plant-based and vegan friendly restaurants and grocers available in the UK on Deliveroo. 

As their partner in food, the annual Share of Stomach report and the expert insights it provides into the changing habits of consumers is part of the comprehensive package of support Deliveroo offers to small and independent restaurants to help their growth.  

Carlo Mocci, chief business officer UKI, Deliveroo said: “The pandemic has certainly been tough on the restaurant industry, and even with restrictions now lifted, it’s clear that the appetite for food delivery is here to stay. Understanding exactly what customers want, and how their tastes and ordering habits have changed over the past couple of years, is going to be vital as restaurants seek to bounce back.

“Food delivery will continue to boost their revenues and Deliveroo is proud to be helping restaurants reach new customers and grow their businesses.” 

Andreia Harwood, marketing director, Wingstop said: “During the pandemic, and like many brands, our main challenges were around recruitment and supply chain consistency. But we also had some great moments, thanks to working with Deliveroo. Not only did we win Deliveroo’s ‘Restaurant of the Year’ award, but we really benefited from their products, expertise and technology.

“Utilising Deliveroo’s ‘Editions’ delivery-only kitchens, and using their marketing tools to understand exactly how each of our sites was doing, really enabled us to find that sweet spot between delivery and dine in.”