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1.1 Definition and scope of study

Home food delivery refers to the service performed by a third party consisting of delivering food to a customer. The market brings together different types of players: catering services, restaurants, pubs, independent companies. The delivery for long traditionally limited exclusively to certain “fast” foods (e.g. pizza, hamburgers) has today opened up to a wide range of cuisines.

Globally the home meal delivery has experienced a booming growth with the advent of online platforms, yet remains fairly concentrated in volume terms the regions of North America and Asia, but is expanding rapidly in European territories thanks to the changing consumption habits and expectations around food.

In Italy the service is starting to address the needs of consumers who want to live new culinary experiences, eat healthier and order simply and quickly. The traditional model – consumer placing orders directly - continues to capture the biggest market share (82% of the entire industry), but is threatened by online food delivery platforms which address the mentioned consumer needs and beyond – convenience, ease of use, instant purchase.

The market is growing quickly, as demonstrated by 2018 figures (+69% YoY) though overall remains small compared to the wider food industry in Italy, ranging from representing 1%-3% of the turnover and it is still concentrated geographically in the biggest cities. Despite Italians’ willingness for food delivery (1 out of 3 declares to use the service), in fact, the action remains marginal and far from a habit and touches either specific occasions – e.g. dinners with friends – or specific target clusters – e.g students, generation Z.






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Reviews (3)

The subscription box market - France

Publicado en 25/08/2022 by Karine Dano

Very interesting study on a market that has been evolving for 10 years.

Businesscoot Response:

Thank you Karine for your opinion!

The subscription box market - France

Publicado en 07/01/2022 by Claire Doin

This market, a sub-segment of e-commerce, is a real new adventure. The estimates of its size and its extremely strong growth prospects are surprising The interview with the founder of Grenadia is truly amazing

Businesscoot Response:

Hello Claire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The subscription box market - France

Publicado en 26/07/2021 by Elodie Perez Sanchez

A simple and understandable study that sheds light on an area where little information is available.

Businesscoot Response:

Hello Elodie, Thank you for your feedback on our study, we are delighted that it gave you a good overview of the market. :)