Cheese Shrimp to Milk Coffee to Be the Most Searched Menu in the Delivery Service by 2025
JAKARTA - Message-to-antar services are now part of the daily lives of Indonesian people. The fast-paced lifestyle, as well as changes in how to enjoy food and shopping make this service even more ingrained, not only in big cities, but also in the country.
Some of these things certainly affect the habit of ordering food or daily needs from home slowly forming new consumption patterns that are more flexible and efficient.
Throughout 2025, this trend can be seen from Grab's annual report entitled "25 Hits of 2025" which summarizes Indonesian consumer behavior in using messaging services.
This report describes how people's eating habits, shopping, and lifestyles continue to evolve as access to digital services expands to various regions.
The growth of messaging and delivery services throughout this year is not only concentrated in big cities. One of them, Jayapura recorded the highest growth in GrabFood users up to 53%, followed by Mamuju (32%), Palangkaraya (26%), and Yogyakarta (26%).
Meanwhile, other cities such as Pangkal Pinang, Pematang Siantar, Prabumulih, and Aceh also recorded growth of over 15%.
"A number of regions actually recorded a significant spike in users, indicating that services like this are increasingly relevant to the needs of people at various levels of society, and show the opening of more equitable access to the digital market, including for culinary business actors in the region," said Melinda Savitri, Country Marketing & Communications Head, Grab Indonesia in his presentation in Jakarta, recently.
In terms of food consumption, people's tastes are seen in menus that are familiar to the tongue. Throughout the year, comfort food-based dishes still dominate orders, reflecting consumers' tendency to choose familiar, practical, and filling foods.
"For beverages, milk-based coffee and fresh drinks remain the main choices, showing the strength of the coffee culture and consumption of ready-to-drink beverages in daily life. As for food, Mie Gacoan's cheese shrimp ranks top in various regions," added Melinda.
Not only culinary, changes in shopping patterns are also seen in non-food needs. Health and self-care products are one of the categories that are widely sought after, along with increasing public awareness of self-care and health.
In addition, interest in bundling packages is also getting stronger, because it is considered more practical and economical to meet daily needs.
"We found one interesting thing, individual shopping behavior or solo shoppers show higher growth compared to household shopping. This indicates an increasing need for fast shopping solutions that can adjust the rhythm of personal activities, especially for urban people and workers with high mobility," added Melinda.
By the end of 2025, the delivery service has reached more than 300 cities and regencies in Indonesia, opening wider opportunities for local business actors, especially in the culinary sector to Local MSMEs.
"This can be seen by the growth in transactions, the new habits of people in enjoying food, and the direct impact felt by culinary MSMEs in various regions," he said.
Apart from the economic aspect, attention to sustainability issues is also beginning to be seen. More and more business actors are adopting environmentally friendly practices, in line with consumers' increasing awareness of sustainable packaging and products.
Data shows that most consumers are willing to choose a more environmentally friendly option, even if they have to pay more. This change in consumption behavior is also increasingly felt at certain moments throughout the year.
Major holidays such as Christmas, New Year, Ramadan, and Idulfitri are often periods where people increase their spending, both for food and other needs. At the same time, the habit of looking for discounts before ordering remains a major consideration, opening up opportunities for business actors to adjust their sales strategies.