Why is home delivery of meals so popular among the French?
Since the end of 2015, meal delivery has invaded our everyday lives, increasing to €1.7 billion in 2016 for all companies in the sector combined.
To this sudden addiction, a mutation of society. Nothing more sociological than that. But which mutation transformation is at cause: the target or the lifestyle?
According to the statistics, both are at cause…
Millennials in the crosshairs
Indeed, the most recurrent consumers of this type of eating are and will remain young active people.
This segment of the population is most targeted by these sudden offers of home delivery, 18-35 year olds represent 50% of repeat customers, and are addicted to this type of delivery. It’s also worth noting that these Millennials represent 71% of those watching series at least once a week.
One might therefore wonder if it’s the American influence playing a leading role here.
According to the NPD Group, lunchtime meal delivery alone accounted for 50% of daily orders in 2018.
Let’s also take the example of streaming, or the offering of videos/series on demand, which is especially popular among young people. This new mode of audiovisual consumption is also important to them.
Gone is the sacrosanct family dinner. It’s been replaced today by movies streaming from televisions or computers during prime time hours.
Ifop also conducted a study showing that in 2019, 52% of French people watch a series at least once a week.
Today, home meal delivery is no long the exception but the norm in our everyday lives, thanks to internet usage.
Today, service providers use mobile applications, and companies are particularly interested in this communications medium.
In addition to the fact that Millennials are the most frequent customers, there are other advantages to the use of smartphones:
- management of the influx of orders and optimized deliveries for delivery companies.
- the smartphone is currently the most versatile medium: on the same device, a customer can surf the internet, geolocate their order, contact the appropriate service provider and pay…
- It’s also the preferred medium for Millennials. While not all of them have computers at home, 77% of French people own a smartphone, according to LCI (2017 survey).
A healthy mind in a healthy body
Contrary to what you might imagine, it’s also because of a return to nature that home delivery is exploding. Indeed, the main preoccupation of the 21st century is the environment. Returning to nature promotes finding the best way to live with nature, with one’s body, and this also includes one’s relationship with food.
Whether for esthetic or medical reasons or based on principle, “eating well” is a real concern these days. All the more so if we consider that in recent decades, the media has been reporting on junk food more often.
However, this return to nutrition quickly became a luxury. Indeed, whether for a lack of time or information, “eating better” remains a concern largely for white collar professionals.
According to a survey by Statista, 18% of French people estimate that eating better means purchasing organic products and eating quality products.
Meal delivery services from the biggest names in delivery, such as Deliveroo, UberEats, Frichti or JustEat therefore make this cuisine accessible or relatively equal to what restaurants offer.
What was once considered as a mundane activity has become a weekly leisure activity in place of working out in a club or a catching movie. Alone or with friends, this privileged moment has gone from an accessory to a necessity, thanks in particular to the implementation of home services that promote “made in home” entertainment.
For those who find it difficult to believe, and fear/expect a loss of momentum in meal delivery to the benefit of restaurants: there’s nothing to fear. French people are deserting restaurants, but still consume as many (or even more) meals from these same restaurants. For restaurants, it’s an alternative to their usual service offerings, which tend, at best, to become more widespread and, at worst, to replace them.
Beware of indigestion!