🥗 Healthier Choices Rise
Deliveroo's 2024 “Deliveroo 100 Report” reveals a surge in health-focused orders, with salads now accounting for 30% of the top 10 global dishes—up from 10% in 2023. For the first time, salads outranked burgers in popularity across key markets, including the UK. Two London-based salads from Atis and The Salad Project took two of the top three spots in the UK, showing that Brits increasingly prefer nutritious meals over heavier options.
📲 Viral Trends Drive Demand
Deliveroo has also seen a strong impact from viral food trends. Social media platforms like TikTok drive demand for popular items, which now make up 40% of global top 10 orders. Viral hits, from cucumber-based dishes to “Can’t Get Knafeh of It” chocolate bars with 90 million TikTok views, highlight how digital trends influence real-world dining choices worldwide.
🛒 Essentials Spike on Platform
Besides meals, Deliveroo is becoming a go-to for essentials, with orders of daily items up 600% since 2022. Groceries, wine, and dairy alternatives have increased in popularity as customers seek convenience. The UK trends follow unique regional habits, such as Tunbridge Wells’ high champagne and bakery orders and Brighton’s dairy-free preferences.
📈 Deliveroo’s Strategy for Growth
Deliveroo aims to boost restaurant and grocery partners with its “recipe for growth” strategy. Focused on expanding ordering occasions, building customer loyalty, and providing growth tools, Deliveroo is helping partners meet evolving consumer demands. Jeff Wemyss, Deliveroo’s VP of regional growth, noted that the 2024 trends reflect a shift toward health-consciousness and the strong impact of social media on food choices, showing Deliveroo’s commitment to its partners in a dynamic dining landscape.
How have social media trends impacted your food choices?
