Delivery of finished food (Russian market)

2023

Pizza delivery market in Moscow and Moscow region grew 3.5 times and reached ₽83,5 billion

The volume of the pizza delivery market in Moscow and the Moscow region has increased 3.5 times since 2019 and reached ₽83,5 billion in 2023. In physical terms, excluding inflation, growth was 10%, according to a study published on October 31, 2024. Read more here.

Growth in sales of pizza with delivery by 30%, to 1329 rubles per person

At the end of 2023, the volume of consumption of pizza delivery services in Russia amounted to 1329 rubles per person. For comparison, a year earlier, the figure was 1027 rubles. Thus, an increase of about 30% was recorded. Such data are given in the study of the analytical agency "GuideMarket," the results of which were published on September 8, 2024.

According to estimates, in 2019, Russians spent an average of 627 rubles a year on pizza delivery. In 2020, this value rose to 972 rubles, and in 2021 - to 1033 rubles. In 2022, some decline followed: consumers began to increasingly refuse to deliver pizza due to the decline in real income and increased uncertainty against this background. In addition, sales were influenced by the emigration of part of the population - representatives of the middle class, the most wealthy Russians. In addition to the outflow of customers, market participants faced an increase in the cost of goods.

Nevertheless, in general, from 2019 to 2023, sales of pizza with delivery in Russia more than doubled (on average per resident of the country). This suggests that the service has become not only the preference of residents of large megacities such as Moscow and St. Petersburg, but also actively developing in cities with a population of less than a million people.

The authors of the study cite changing the lifestyle of people, the desire to save time, the development of technologies and the emergence of new channels for attracting customers, such as mobile applications and social networks, as key factors in the growth in popularity of pizza delivery service in Russia. These platforms have made the pizza ordering process more convenient and accessible. In addition, pizza delivery companies are constantly working to improve product quality and improve service levels, which also contributes to the growing popularity of the corresponding service.^[1]

The Russian market for ready-made food is growing by 17% per year

In 2017-2023, the growth rate of sales of ready-made food in Russia averaged 17% annually. This is due, among other things, to the increase in the number of citizens who live alone and spend a lot of time at work. Such data on July 18, 2024 are disclosed in Infoline materials.

According to estimates, the volume of the Russian market for ready-made food in 2023 amounted to approximately 745.7 billion rubles. For comparison, a year earlier this figure was approximately 609.2 billion rubles. Thus, an increase of 22% was recorded. Market participants highlight several factors contributing to the growth of demand for ready-made food among Russians. One of them, according to Elena Perepelitsa, CEO of RestCon, is to improve the quality of ready-made dishes. In addition, the range is expanding: offers appear for different audiences.

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At the same time, Olga Sumishevskaya, partner of One Story, notes that there are quite a few mini-format stores in European countries, initially focused on the sale of ready-made food and drinks. In Russia, according to Infoline estimates, the average in 2023 was 3.2%. Against this background, large retail chains such as Magnit and Pyaterochka are increasing the number of coffee points and bakeries in small formats. In addition, new distribution channels are developing. Thus, Azbuka Vkusa is considering the possibility of cooperation with gas stations and airlines.

Infoline-Analytics CEO Mikhail Burmistrov associates the rapid growth in demand for ready-made food with an increase in real incomes of the population, combined with low unemployment. In addition, there are more households out of one person in Russia: the figure increased from 14 million in 2010 to 28.5 million in 2023. Many people who live alone prefer to buy ready-made food rather than waste time cooking it.^[2]

Growth in sales of software for automation of orders and food delivery in Russia by 9% to 69.7 thousand licenses

In 2023, the total number of software products implemented to automate food orders and delivery in Russia reached 69.7 thousand. The growth compared to the previous year, when sales were estimated at 64 thousand, amounted to 8.9%. Such data are given in the BusinesStat study, the results of which were published at the end of May 2024.

The report takes into account both individually created software solutions for catering establishments and grocery stores, and ready-made IT products based on a monthly/annual subscription. Subscription applications can be sold multiple times for different customers. Programs developed in-house by enterprises exclusively for internal application are not taken into consideration.

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It is noted that the main consumers of IT solutions for food delivery in Russia are restaurants and cafes. At the same time, most network institutions have already introduced the necessary services in 2019-2021. Therefore, in 2023, demand was supported mainly by orders from non-grid enterprises and companies developing according to the franchise model. For such organizations, the delivery option is important, among other things, for building up the client base. It is estimated that most often delivery is connected by establishments with an average check from 500 to 1,500 rubles.

The study says that in 2019, 30.9 thousand software products in the field of automation of food delivery were sold on the Russian market. By the end of 2023, the volume of the industry more than doubled, reaching almost 70 thousand orders. Moreover, the highest growth rates were observed in 2020 and 2021 - by 38.4% and 28.8%, respectively. This was facilitated by the pandemic and the intensification of online commerce channels around the world. Then the pace of market expansion began to gradually decline. By the end of 2023, the industry had reached saturation of 62%.^[3]

Reduction in sales of ready-made food and sets for cooking dishes with delivery by 7.6% to 14.5 billion rubles

The volume of the Russian market for ready-made rations and sets for cooking in 2023 amounted to 14.5 billion rubles, which is 7.6% less than a year earlier. This is evidenced by the data of the analytical company Infoline, published in early March 2024.

According to experts, the fall in sales of ready-made rations and sets for cooking has accelerated: in 2022, negative dynamics were measured at -4.3%. And in 2019-2021. the market grew 1.5 times. According to Infoline's calculations, in 2023, the share of companies outside the top five in sales decreased from 27.3% to 16.5%, indicating a trend of market consolidation.

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The decrease in demand for ready-made rations and kits for cooking in the Russian Federation in 2023 occurred due to the transition of the population to a savings model in behavior and a rational attitude towards food costs, researchers say. In addition, according to them, the consequences of the departure of the population due to partial mobilization in September 2022 affected. At the same time, the competition between services with cooking of large grocery chains and catering has increased, the study notes, excerpts from which are provided by Shopper's.

The founder of Elementaree, Olga Zinovieva, also points to such a barrier to the market as blocking some social networks in Russia through which the main traffic went. The founder of Shefmarket, Sergei Ashin, considers the main problem for business in the field of ready-made food - the retention of buyers by services.

The founder of Shefmarket, Sergei Ashin, in a conversation with Kommersant, suggested an increase in turnover on the market by 20-25% in 2024. According to him, cooking kits have their own consumers, despite competition with ready-made food delivery services.^[4]

2022

The sushi and roll delivery market in Russia has tripled in 4 years - to 148.9 billion rubles

The volume of the Russian market for sushi and roll delivery services in 2022 increased by 30.7% compared to the previous year and amounted to 148.9 billion rubles. Compared to 2018, there was more than a threefold rise. Analysts of the GuideMarket agency reported this in August 2023.

According to them, the rise in sushi and roll prices, caused by general inflation and higher costs, as well as the organization of the delivery process, contributed to the increase in market volume.

However, the COVID-19 coronavirus pandemic in 2020 had the most significant impact on market growth. During the first lockdowns, when restaurants were forced to close, and people were allowed to go out only within their homes, the demand for food delivery increased significantly.

Also, the growth of the sushi and roll delivery market is due to the development of demand in the regions. Consumer habits have already formed, so even the unstable economic situation in 2022 led only to a decrease in the growth rate of the market, but not to its reduction.

Experts have identified several trends in the development of the sushi and roll delivery market in Russia. Among them:

• menu revision due to sanctions and logistics;
• Cost optimization
• increasing the cost of ingredients and finished products;
• closing of non-profitable points;
• development of technologies and automation;
• increased coverage across the territory;
• reduction of the average check;
• weakening loyalty to familiar brands;
• a decrease in the share of sushi and rolls in the total volume of food delivery;
• replacement of ready-made cooking from retail chains with food delivery from restaurants;
• the transition of consumers to reasonable consumption against the background of uncertainty;
• falling attractiveness of the Russian market for Western investors.

The sushi and roll delivery market continues to show steady growth, but faces a number of challenges and changes in consumer behavior, the researchers added in August 2023.^[5]

Finished food market growth by 27.1% to 216 thousand tons

The volume of the Russian market for ready-made food in 2022 reached 216 thousand tons, which is 27.1% more than a year earlier. Such data Rosselkhozbank published at the end of March 2023. Read more here.

Food delivery services market growth by 18.8% to 601.3 billion rubles

The volume of the Russian market for food delivery services in 2022 reached 601.3 billion rubles, which is 18.8% more than a year earlier, and 4 times higher than in 2018. Such data were published by the market research agency GuideMarket in July 2023.

According to experts, in 2022 the market in question grew primarily due to the development of delivery in the regions. Consumer habits have formed, so even taking into account the unstable economic situation, there was only a decrease in the growth rate of the market.

As noted in the study, the COVID-19 coronavirus pandemic has significantly accelerated market growth. It was after the first lockdowns, when catering had to close, and it was possible to go outside in many cities only within the adjoining territory, that a high demand for food delivery began to form, the researchers note.

According to experts at Infoline for 2022 Moscow Moscow area , and accounts for more than 50% of all online food orders in the country. The market of the Moscow region is more mature, in 2022 about 6.7% of residents used food delivery services. In general, the Russia e-grocery penetration rate is estimated at 2.9%.

20% of the market for the delivery of products in the Moscow region is occupied by Vkusville, 10% each are controlled by Sberbank Market, Ozon (including Ozon Fresh) and X5 Group. Another 9% of the market is occupied by Samokat, and 41% is accounted for by other services.

Infoline-Analytics CEO Mikhail Burmistrov notes that in order to stimulate demand, most market participants intensified marketing activity in the summer, expanded their own brand portfolio and the range of ready-made food. However, the dynamics of the Moscow region market is significantly affected by the outflow of part of the solvent population, in this regard, the services thought about expanding regional expansion.^[6]

Market reduction by 4.3% to 15.7 billion rubles

The volume of the Russian market for the delivery of ready-made rations and sets for cooking in 2022 reached 15.7 billion rubles, which is 4.3% less than a year earlier. This is reported by analysts of the consulting agency Infoline. The market fell for the first time in its entire watch, they said.

Experts say that in 2022, consumers began to increasingly refuse to subscribe for the delivery of food sets and ready-made diets due to a decrease in real income and increased uncertainty against this background. In addition, the sales of players in this segment were seriously affected by the partial mobilization announced at the end of September 2022 and the subsequent emigration of part of the population - representatives of the middle class, the most wealthy Russians.

Consumers have become more likely to opt out of grocery kit delivery subscriptions due to lower real incomes

In addition to the outflow of customers, the companies also faced an increase in the cost of goods. For example, purchase prices for packaging and labels in 2022 increased 3 times, and food prices on average rose by more than 15%, says Shefmarket CEO Sergei Ashin. But against the background of increased price competition in retail and catering, companies are forced to restrain the growth in the cost of finished products.

The largest market share in the revenue structure in the market for delivery of ready-made rations and sets for cooking by the end of 2022 was occupied by the Performance Group - it accounted for 33.4%. Grow Food (Grow Food Company) has 20.9%, Shefmarket accounts for 8.6%, Elementaree - 4.3%, Justfood - 3%. The remaining 29.7% is divided between other market participants.

According to Infoline forecasts, in 2023 the market should win back the fall of the previous year: turnover can grow by 15% to 18 billion rubles due to indexation of the cost of products and the arrival of new players, including from retail (for example, Vkusville). In addition, companies will restore marketing activity using new promotion channels, says Mikhail Burmistrov, CEO of Infoline Analytics.^[7]

2021: The Russian market for the delivery of ready-made dishes and products in Russia was estimated at 613 billion rubles

The volume of the Russian market for the delivery of ready-made dishes and products in Russia in 2021 amounted to 613 billion rubles, BusinessStat analysts calculated. They did not specify the dynamics in comparison with 2020 and only noted that in 2020 the expenses of Russians in this area soared by 225% amid the COVID-19 coronavirus pandemic, due to which people began to work and study more often from home.

According to the study, in 2021, a large number of players were represented in the food delivery market in the Russian Federation: food delivery aggregators (for example, Yandex Food",", Delivery Club"), Broniboy darkstores (, "Ozon Scooter fresh), marketplaces (", SberMegaMarket"), Wildberries retail chains (," ") X5 Group, VkusVill restaurants and cafes (Dodo Brands, ""), Yakitoria dark kitchen ("," Kitchen in the district Dostaevsky), kitchen factories (, Grow Food Shefmarket), food producers developing their own Internet stores of their products (KDV, "Agrocomplex"), shops and kiosks with ready-made food, working takeaway and for delivery (Sushi WOK, "Many Salmon" from). Kh5 Group

The Russian market for the delivery of ready-made dishes and products was estimated at 613 billion rubles

The top 20 largest market players include companies of various profiles, analysts say. At the same time, according to BusinesStat estimates, none of them occupies more than 14% of the market share. The entire top 20 players account for 72.1% of the delivery market, and another 27.9% - for the rest of the companies.

According to Data Insight, the Russian food delivery market reached 329 billion rubles in 2021, an increase of 159% compared to 2020. The number of orders increased by 244% - to 237 million. The study showed that 76% of surveyed catering and grocery retail enterprises in Russia provide the opportunity to order food and food at home. On average, companies that are actively developing delivery already account for 50% or more of orders. For large restaurant chains, the ratio reaches 80%.^[8]

2020

Performance Group leads the Russian market for grocery kit delivery services, ahead of Grow Food - Infoline

In 2020, the leader changed in the Russian market of delivery services for food sets and ready-made rations. It was the Performance Group, ahead of Grow Food. This is evidenced by Infoline data.

According to experts, the turnover of the Performance Group and Grow Food at the end of 2020 amounted to 3.2 billion and 2.2 billion rubles, respectively. Shefmarket closed the top 3 online stores selling ready-made food kits with an indicator of 1.16 billion rubles. Next are Elementaree (900 million rubles) and Justfood (450 million rubles).

Despite the pandemic [coronavirus COVID-19 - approx. TAdviser] and the restrictions associated with it, we managed to more than double the turnover and were the first in the segment to overcome the mark of 3 billion rubles, - said the founder of Performance Group Arthur Zeleny, commenting on the company's leadership in the market.

According to him, in 2020 the company will significantly expand its geography of presence, continuing its expansion into the regions. It is also planned to go to traditional retail. Performance Group expects by the end of 2021 on revenue close to 6 billion rubles.

In general, the turnover of the market for the delivery of ready-made rations and food sets in 2020 increased by 53% and exceeded 11 billion rubles against 7.2 billion rubles in 2019. One of the catalysts for this rise was the launch by ready-made food services of special menu lines for retail chains.

At the same time, according to analysts, large retailers and representatives of the catering market, such as Vkusville and Prime, began to offer customers diets - food kits specially selected by nutritionists for one or several days. They are delivered to home, from them you can make the right menu depending on the goal: get rid of excess weight, gain muscle mass, and so on.^[9]

Market shares of leading players in the Russian market for ready-made food delivery

Market Shares of Leading Players in the Ready-Made Food Delivery Market, 2019 - 2020

2019

The volume of the Russian market for ready-made food services in 2019 will grow by a record 25.3% compared to last year and will reach 170 billion rubles. The market size has been growing actively since 2015:

in 2015  - 89.1 billion rubles,

in 2016  - 94.2 billion,

 in 2017 - 116.4 billion,

in 2018  - 135.7 billion,

in 2019  - 170 billion (forecast October 2019).

The number of aggregators and restaurants that become partners of these services is also growing. According to RBC estimates, Delivery Club delivery is available in 120 cities versus 97 in 2018 , and Yandex.Eda can be used by residents of more than 30 cities. About 64% of large restaurant chains are connected to Delivery Club, and 22% to Yandex.Eda.

Delivery to the USSR

Notes