Online food ordering has become so popular that, in 2022, more than half of all food delivery spending in Spain was done over the internet, surpassing traditional phone orders. By year-end, just over 10 million Spaniards would buy groceries through apps and websites, compared to some 10.7 million purchasing ready-to-eat foods online. Although these figures remain above pre-pandemic levels, recovery from the health crisis coupled with price inflation has led to a contraction in the number of online food delivery users in this country. Still, both segments are set to continue gaining popularity among food lovers, showing a promising future for the sector.
Food aggregators are changing the game
With the rise of food aggregators, ordering food online has never been easier. Acting as food marketplaces, aggregators make it possible to find a wide variety of restaurants and cuisines for home delivery in one place. By satisfying any craving with just a few clicks, convenience is the main reason for food delivery platforms usage in Spain. While 40 percent of meal delivery buyers purchased via aggregators in 2020, this share increased to 60 percent in 2022. Living in the age of immediacy and with their smartphones always in the palms of their hands, it is no wonder that food delivery app usage is most prevalent among younger generations of consumers, namely Gen Z and millennials.Food aggregators have therefore come to compete with one of the most traditional food deliveries: pizza. While Just Eat and Glovo accounted for the most share of visits to restaurant and delivery sites, a survey revealed that Telepizza was the leading online food delivery booking brand in 2022, with nearly half of respondents ordering from the Spanish pizza restaurant chain. It shows that even with so many options, pizzas are still a safe choice.
Online grocery: necessity to customary
The coronavirus also prompted online purchasing in hypermarkets, supermarkets, and food stores. While this boom came from the necessity due to movement restrictions, Spanish consumers have now become accustomed to using this convenience. As of early 2022, the number of online transactions in these stores exceeded eight million, roughly double the figure recorded in the same period in 2020, before the health emergency. What do Spaniards order? Mainly health, beauty and personal care products. Other non-perishable products, like cleaning supplies and beverages, are also among the most purchased groceries online.Regardless of age, Amazon Prime Now was the most popular online grocery delivery platform in Spain in 2022. By offering consumers same-day delivery from supermarkets in their area, Amazon's service serves as a grocery marketplace, giving it a competitive advantage over other alternatives. Focused on the speed of delivery, quick commerce companies, such as Glovo Express, Getir, or Gorillas, also appear attractive, particularly to young adults. Competing with them are national and international services offered directly by supermarkets, such as Spanish chain Mercadona and French retailer Carrefour.
