INDUSTRIES & MARKETS

Online food delivery in

Vietnam
 Table of Contents

01 Overview Leading food delivery services based on market share Vietnam 2021 20
Most popular food delivery apps Vietnam 2020 21
GDP contribution of accommodation and food services in Vietnam 2015-2021 03
Most popular food delivery apps Vietnam 2020, by age group 22
GDP value of accommodation and food services in Vietnam 2015-2021 04
Revenues of leading online food delivery apps Vietnam 2020 23
Prepared meal market size Vietnam 2016-2025 05
Revenue increase of leading online food delivery apps Vietnam 2020 24
CAGR of prepared meals Vietnam 2016-2025 06
Online food delivery market size Vietnam 2016-2025 07
05 Online grocers
CAGR of online food delivery Vietnam 2016-2025 08
Change in web traffic of e-commerce retailers Vietnam Q4 2020-Q1 2021, by category 26

02 Revenue Average monthly web traffic of online grocery retailers Vietnam Q4 2020-Q1 2021 27
Increase in online grocery searches Vietnam Q2 2021, by item 28
Vietnam: online food delivery revenue 2017-2024 10
Vietnam: online food delivery platform revenue 2017-2024 11
06 Consumer behaviors
Vietnam: online food delivery restaurant revenue 2017-2024 12
Vietnam: online food delivery revenue per user 2017-2024 13 Methods used to order from food delivery service Vietnam 2020 by type 30
Frequency of using food delivery apps in Vietnam 2020 31

03 Users and penetration Time of using food delivery apps in Vietnam 2020 32
Type of food ordered on delivery apps in Vietnam 2020 33
Vietnam: online food delivery platform penetration rate 2017-2024 15
Amount spent per food delivery app order Vietnam 2020 34
Vietnam: online food delivery restaurant penetration rate 2017-2024 16
Vietnam: online food delivery users 2024 17
New online food delivery user share during COVID-19 Vietnam 2021 18

04 Leading apps

1
CHAPTER 01

Overview
 GDP contribution of the accommodation and food services sector in Vietnam
from 2015 to 2021
GDP contribution of accommodation and food services in Vietnam 2015-2021

4.5%

4.0% 3.8% 3.83% 3.78% 3.8%

3.71%

3.5%
3.14%
3.0%
GDP share

2.5%

2.0%
1.71%

1.5%

1.0%

0.5%

0.0%
2015 2016 2017 2018 2019 2020* 2021**

3 Description: In 2021, Vietnam's accommodation and food services sector accounted for 1.71 percent of the country's total GDP, equivalent to just under 144 trillion Vietnamese dong. In that year, Vietnam's total GDP amounted to 8.4 thousand trillion Vietnamese
dong. Read more
Note(s): Vietnam; 2015 to 2021; figures at current prices; * Preliminary figures. * *Estimated. One thousand Vietnamese dong equals 0.044 U.S. dollars and 0.039 euros (as of January 2022).Read more
Source(s): General Statistics Office of Vietnam
 GDP value of the accommodation and food services sector in Vietnam from
2015 to 2021 (in trillion Vietnamese dong)
GDP value of accommodation and food services in Vietnam 2015-2021

250
229.45

209.39
197.33
191.74
GDP value in trillion Vietnamese dong

200
171.2
155.59
150 143.93

100

50

0
2015 2016 2017 2018 2019 2020* 2021**

4 Description: In 2021, Vietnam's accommodation and food services sector accounted for a GDP value of approximately 143.93 trillion Vietnamese dong, equivalent to 1.71 percent of the country's total GDP. In that year, Vietnam's total GDP amounted to just under 8.4
thousand trillion Vietnamese dong. Read more
Note(s): Vietnam; 2015 to 2021; figures at current prices; * Preliminary figure. ** Estimated. Figures have been rounded. One thousand Vietnamese dong equals 0.044 U.S. dollars and 0.039 euros (as of January 2022).Read more
Source(s): General Statistics Office of Vietnam
 Market size of the prepared meal industry in Vietnam from 2016 to 2020 with
forecasts to 2025 (in billion U.S. dollars)
Prepared meal market size Vietnam 2016-2025

45

40 38.2

34.7
35
Market size in billion U.S. dollars

31.1
30
26.9
24.9
25 23.4 22.7
21.8
20.1
20 18.1

15

10

0
2016 2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*

5 Description: In 2020, the market size of the prepared meal industry in Vietnam amounted to 18.1 billion U.S. dollars, indicating a decrease from the previous year due to the impact of the COVID-19 pandemic. This industry was forecast to get back to its growth track in
2021, reaching the forecast market size of 38.2 billion U.S. dollars by 2025. Read more
Note(s): Vietnam; 2016 to 2020; * Forecast. Read more
Source(s): Euromonitor; Tech in Asia
 Compound annual growth rate (CAGR) of prepared meal industry in Vietnam
from 2016 to 2020 with a forecast to 2025 (in million U.S. dollars)
CAGR of prepared meals Vietnam 2016-2025

20%

15.2%
15%

10%
CAGR

5%

0%

-5% -3.7%
2016-2020 2021-2025*

6 Description: In the period of 2016 to 2020, the compound annual growth rate of prepared meals in Vietnam was minus 3.7 percent, due to the impact of the COVID-19 pandemic. This industry was, however, forecast to recover and have a positive CAGR in the following
years. Read more
Note(s): Vietnam; 2016 to 2020; * Forecast. Read more
Source(s): Euromonitor; Tech in Asia
 Market size of the online food delivery industry in Vietnam from 2016 to 2020
with forecasts to 2025 (in million U.S. dollars)
Online food delivery market size Vietnam 2016-2025

3,000
2,709.7

2,500
Market size in million U.S. dollars

2,137.3

2,000
1,673.2

1,500
1,266.2

939.2
1,000

586.9
500 424.6
255.3
130.5
39.1
0
2016 2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*

7 Description: In 2020, the market size of the online food delivery industry in Vietnam amounted to around 587 million U.S. dollars, indicating an increase from the previous year due to the impact of the COVID-19 pandemic. This industry was forecast to continue to
grow in the following years, reaching the forecast market size of 2.7 billion U.S. dollars by 2025. Read more
Note(s): Vietnam; 2016 to 2020; * Forecast. Read more
Source(s): Euromonitor; Tech in Asia
 Compound annual growth rate (CAGR) of online food delivery industry in
Vietnam from 2016 to 2020 with a forecast to 2025 (in million U.S. dollars)
CAGR of online food delivery Vietnam 2016-2025

120%

100% 96.8%

80%
CAGR

60%

40% 35.8%

20%

0%
2016-2020 2021-2025*

8 Description: In the period of 2016 to 2020, the compound annual growth rate of online food delivery in Vietnam was 96.8 percent. This was one of the highest among Southeast Asian markets during this time. Online food delivery was forecast to continue to grow in
the country in the following years. Read more
Note(s): Vietnam; 2016 to 2020; * Forecast. Read more
Source(s): Euromonitor; Tech in Asia
CHAPTER 02

Revenue
 Revenue of online food delivery in Vietnam from 2017 to 2024 (in million U.S.
dollars)
Vietnam: online food delivery revenue 2017-2024

600
557

507
500
446
Revenue in million U.S. dollars

400 377

302
300

207
200
148

102
100

0
2017 2018 2019 2020 2021 2022 2023 2024

10 Description: Revenue from online food delivery in Vietnam stood at 302 million U.S. dollars in 2020. By 2024, revenue in this segment is estimated to reach 557 million U.S. dollars.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
 Revenue of online food delivery platforms in Vietnam from 2017 to 2024 (in
million U.S. dollars)
Vietnam: online food delivery platform revenue 2017-2024

200
183
180
163
160
Revenue in million U.S. dollars

139
140

120 112

100
84
80

60 51

40 31
18
20

0
2017 2018 2019 2020 2021 2022 2023 2024

11 Description: Revenue from platform to consumer online food delivery in Vietnam stood at 84 million U.S. dollars in 2020. By 2024, revenue in this segment is estimated to reach 183 U.S. million dollars.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
 Revenue of online food restaurant delivery in Vietnam from 2017 to 2024 (in
million U.S. dollars)
Vietnam: online food delivery restaurant revenue 2017-2024

400
374
344
350
307
300
Revenue in million U.S. dollars

265

250
218

200
156
150
116

100 84

50

0
2017 2018 2019 2020 2021 2022 2023 2024

12 Description: Revenue from restaurant to consumer online food delivery in Vietnam stood at 218 million U.S. dollars in 2020. By 2024, revenue in this segment is estimated to reach 374 million U.S. dollars.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
 Average revenue per user of online food delivery in Vietnam from 2017 to
2024 (in U.S. dollars)
Vietnam: online food delivery revenue per user 2017-2024

40
35.29 35.94
34.41
35 33.22
31.69
Average revenue per user in U.S. dollars

29.77
30 27.77
25.87
25

20

15

10

0
2017 2018 2019 2020 2021 2022 2023 2024

13 Description: Average revenue per user of online food delivery in Vietnam stood at 31.69 U.S. dollars in 2020. By 2024, average revenue in this segment is estimated to reach 35.94 dollars per user.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
CHAPTER 03

Users and penetration

 Penetration rate of online food delivery platforms in Vietnam from 2017 to
2024
Vietnam: online food delivery platform penetration rate 2017-2024

5.0%

4.5%

4.0%

3.5%
Penetration rate

3.0%

2.5%

2.0%

1.5%

1.0%

0.5%

0.0%
2017 2018 2019 2020 2021 2022 2023 2024

15 Description: The penetration rate of platform to consumer online food delivery in Vietnam stood at 2.3 percent in 2020.By 2024, the penetration rate in this segment is estimated to reach 4.6 percent of the population.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
 Penetration rate of online food restaurant delivery in Vietnam from 2017 to
2024
Vietnam: online food delivery restaurant penetration rate 2017-2024

15.0%

12.7%
13.0%
12%

11%
11.0%
9.9%
Penetration rate

9.0% 8.5%

7.0% 6.5%

5.1%
5.0%
3.9%

3.0%
2017 2018 2019 2020 2021 2022 2023 2024

16 Description: The penetration rate of restaurant to consumer online food delivery in Vietnam stood at 8.5 percent in 2020.By 2024, the penetration rate in this segment is estimated to reach 12.7 percent of the population.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
 Number of users of online food delivery in Vietnam from in 2024, by segment
(in millions)
Vietnam: online food delivery users 2024

14

12
Number of users in millions

10

0
Restaurant-to-consumer delivery Platform-to-consumer delivery

17 Description: The number of users in restaurant to consumer online food delivery in Vietnam stood at 12.8 million in 2024. In the same year, there were 4.6 million platform to consumer delivery users.Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Outlook
 Share of new online food delivery users during the COVID-19 pandemic in
Vietnam as of the 2nd quarter 2021
New online food delivery user share during COVID-19 Vietnam 2021

New users of online food

delivery 20%

Users of online food delivery

before COVID-19 80%

18 Description: According to a survey conducted in Southeast Asia in the second quarter of 2021, 20 percent of the food delivery users in Vietnam were new users who started using these services during the COVID-19 pandemic. Across Southeast Asia, around 26 percent
of food delivery users were new users due to the pandemic. Read more
Note(s): Vietnam; 2021; 1800 respondents; among respondents in Indonesia, Malaysia, Singapore, Thailand, the Philippines and Vietnam
Source(s): Euromonitor; Grab
CHAPTER 04

Leading apps
 Market share of leading food delivery services in Vietnam in 2021
Leading food delivery services based on market share Vietnam 2021

GOjek 3%

Baemin 15%
ShopeeFood (previously Now)
41%

GrabFood 41%

20 Description: In 2021, ShopeeFood and GrabFood were the leading food delivery service in Vietnam, holding 41 percent of the market share in this segment each. ShopeeFood was previously called Now and rebranded to its current name after being acquired by Sea
Group in 2017. Read more
Note(s): Vietnam; 2021
Source(s): Momentum Works
 Most used food delivery apps among consumers in Vietnam in 2020
Most popular food delivery apps Vietnam 2020

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Grab Food 73%

Now 73%

Baemin 46%

Go Food/ Go Jek 46%

Loship 14%

21 Description: According to a survey conducted in Ha Noi and Ho Chi Minh City, Vietnam, Grab Food and Now were the two leading food delivery apps in use in the country. In that year, these two delivery apps also hold the largest market share of the food delivery
segment in the country. Read more
Note(s): Vietnam; December 2020; 532 respondents; 18-45 years; among female and male respondents from Hanoi and Ho Chi Minh City
Source(s): Q&Me
 Most used food delivery apps among consumers in Vietnam in 2020, by age
group
Most popular food delivery apps Vietnam 2020, by age group

Share of respondents

30 years old and above 23 to 29 years old 18 to 22 years old

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

83%
Grab Food 76%
56%
73%
Now 72%
73%
46%
Go Food/ Go Jek 49%
44%
42%
Baemin 47%
51%
14%
Loship 12%
16%

22 Description: According to a survey conducted in Ha Noi and Ho Chi Minh City, Vietnam, Grab Food was the most popular food delivery app among respondents aged 30 years and older. Meanwhile, Baemin gained popularity among respondents aged 18 to 22 years.
Read more
Note(s): Vietnam; December 2020; 532 respondents; 18-39 years; among respondents from Hanoi and Ho Chi Minh City
Source(s): Q&Me
 Revenues of leading online food delivery apps in Vietnam in 2020 (in billion
Vietnamese dong)
Revenues of leading online food delivery apps Vietnam 2020

Revenue in billion Vietnamese dong

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Grab Food 3,759

Now 863

Baemin 441

Go Food 247

23 Description: In 2020, Grab Food recorded around 3.76 trillion Vietnamese dong in revenue in Vietnam, the highest revenue among online delivery apps in the countries. Now followed as the app with the second-highest revenue, earning revenue of 863 trillion
Vietnamese dong that year. Read more
Note(s): Vietnam; 2020
Source(s): Vietdata
 Annual increase in revenues of leading online food delivery apps in Vietnam
in 2020
Revenue increase of leading online food delivery apps Vietnam 2020

Increase in revenue
0% 50% 100% 150% 200% 250% 300% 350% 400% 450% 500% 550%

Baemin 484%

Go Food 187%

Now 66.3%

Grab Food 11.1%

24 Description: In 2020, Baemin's revenue in Vietnam increased by 484 percent, the highest revenue increase rate among online food delivery apps in the country. Baemin belongs to Baedal Minjok, a South Korean food delivery unicorn startup. The app entered the
Vietnamese market at the beginning of 2019. Read more
Note(s): Vietnam; 2020
Source(s): Vietdata
CHAPTER 05

Online grocers
 Quarterly change in web traffic of e-commerce retailers in Vietnam from 4th
quarter 2020 to 1st quarter 2021, by category
Change in web traffic of e-commerce retailers Vietnam Q4 2020-Q1 2021, by category

Change in web traffic

-15% -10% -5% 0% 5% 10% 15%

Online grocery 13%

Fashion -2%

Health & beauty -3%

Household/Electronics -6%

Smart device -9%

National top 50 e-commerce websites -9%

26 Description: As of the first quarter of 2021, the average monthly traffic of online grocery retailers in Vietnam increased by 13 percent. Grocery retailers were the only e-commerce category experiencing growth in web traffic in this quarter. Online grocers have
increased in popularity in Vietnam due to the ongoing COVID-19 pandemic and its related lockdowns.Read more
Note(s): Vietnam; Q4 2020 to Q1 2021
Source(s): iPrice Group; SimilarWeb; Techsauce
 Average monthly web traffic of online grocery retailers in Vietnam from 4th
quarter 2020 to 1st quarter 2021 (in millions)
Average monthly web traffic of online grocery retailers Vietnam Q4 2020-Q1 2021

3.0

2.47
2.5
Average monthly web traffic in millions

2.19

2.0

1.5

1.0

0.5

0.0
Q4 2020 Q1 2021

27 Description: As of the first quarter of 2021, the average monthly traffic of online grocery retailers reached 2.47 million visits in Vietnam. Compared to the previous quarter, the traffic to these retailers increased by 13 percent. Online grocers have increased in
popularity in Vietnam due to the ongoing COVID-19 pandemic and its related lockdowns.Read more
Note(s): Vietnam; Q4 2020 to Q1 2021
Source(s): iPrice Group; SimilarWeb; Techsauce
 Quarterly increase in Google searches on online grocery in Vietnam during
COVID-19 pandemic as of 2nd quarter 2021, by item
Increase in online grocery searches Vietnam Q2 2021, by item

Quarterly increase in online searches

0% 50% 100% 150% 200% 250%

Fresh food 99%

Beverages 51%

Pre-packaged items 30%

Fruits and vegetables 11%

Online grocery stores-related searches 223%

28 Description: As of the second quarter of 2021, fresh food saw a 99 percent surge in Google searches in Vietnam. In that period, Google searches related to online grocery stores in the country increased by over 200 percent. Vietnam has been facing another wave of
the COVID-19 pandemic during this time, causing several regional lockdowns across the country. Read more
Note(s): Vietnam; Q2 2021
Source(s): iPrice Group; VietnamPlus
CHAPTER 06

Consumer behaviors
 Most popular methods to order food to be delivered among consumers in
Vietnam in 2020, by type
Methods used to order from food delivery service Vietnam 2020 by type

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Delivery app 82%

Social networks 30%

Telephone 28%

Dedicated app of the store 23%

30 Description: According to a survey conducted in Ha Noi and Ho Chi Minh City in Vietnam in 2020, food delivery apps were the leading channel to order food, as used by 82 percent of the respondents. Meanwhile, 23 percent of them revealed that they had used the
apps of individual stores for ordering food online. Read more
Note(s): Vietnam; December 2020; 652 respondents; among respondents from Hanoi and Ho Chi Minh City
Source(s): Q&Me
 Frequency of ordering food on food delivery apps in Vietnam as of June 2020
Frequency of using food delivery apps in Vietnam 2020

Share of respondents
0% 5% 10% 15% 20% 25%

Several times a day 8%

Once a day 8%

3-6 times a week 19%

Once or twice a week 19%

Several times a month 20%

Less than once a month 13%

Never 12%

31 Description: According to the survey conducted by Rakuten Insight, approximately 20 percent of the Vietnamese respondents stated that they ordered food from food delivery apps several times a month. Eight percent of respondents even ordered several times a
day. The same survey showed that Vietnamese mainly ordered lunch on food delivery apps. Read more
Note(s): Vietnam; June 2020; 3,137 respondents; 16 years and older
Source(s): Rakuten Insight
 Preferred time for ordering on food delivery apps in Vietnam as of June 2020
Time of using food delivery apps in Vietnam 2020

Share of respondents
0% 10% 20% 30% 40% 50% 60%

In the mornings for breakfast 16%

Lunch 51%

Afternoon snacks 42%

Dinner 35%

Late-night snacks 12%

32 Description: According to a survey conducted by Rakuten Insight, approximately 51 percent of the Vietnamese respondents stated that they mainly ordered food from food delivery apps for lunch and 42 percent of respondents ordered afternoon snacks. The same
survey showed that Vietnamese ordered food from delivery apps several times a month. Read more
Note(s): Vietnam; June 2020; 2,748 respondents; 16 years and older
Source(s): Rakuten Insight
 Preferred type of food ordered on delivery apps among respondents in
Vietnam as of June 2020
Type of food ordered on delivery apps in Vietnam 2020

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Local cuisine 67%

Fast food 65%

Asian cuisine (excluding your own ethnic food) 15%

Western cuisine (excluding fast food) 9%

Coffee and other coffee-based drinks 27%

Bubble tea and other tea-based drinks 48%

Cakes, pastries, and dessert (including ice-cream) 33%

Alcoholic beverages (beer, cocktails, spirits, wine, etc) 8%

Snacks 39%

33 Description: According to the survey conducted by Rakuten Insight, approximately 67 percent of the Vietnamese respondents stated that they ordered local cuisine from food delivery apps and 65 percent of respondents ordered fast food. The same survey showed
that Vietnamese mainly ordered lunch on food delivery apps. Read more
Note(s): Vietnam; June 2020; 2,748 respondents; 16 years and older
Source(s): Rakuten Insight
 Amount of money spent on one order on food delivery app in Vietnam as of
June 2020
Amount spent per food delivery app order Vietnam 2020

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Less than 100k VND 32%

100k to less than 200k VND 43%

200K to less than 300K VND 16%

300K to less than 400K VND 5%

400k to less than 500k VND 2%

500k VND or more 2%

34 Description: According to a survey conducted by Rakuten Insight, around 43 percent of respondents in Vietnam stated that they spent around 100 to 200 thousand Vietnamese dong on one order on a food delivery app. According to the same survey, the most popular
food delivery app in Vietnam was GrabFood. Read more
Note(s): Vietnam; June 2020; 2,749 respondents; 16 years and older
Source(s): Rakuten Insight
 Sources

Euromonitor
General Statistics Office of Vietnam
Grab
iPrice Group
Momentum Works
Q&Me
Rakuten Insight
SimilarWeb
Statista
Statista Digital Market Outlook
Tech in Asia
Techsauce
Vietdata
VietnamPlus

35