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Sensor Tower · Abraham Yousef · September 2024
MMM: The State of Food Delivery Apps in Japan in 3Q24
Sensor Tower data shows that popular food delivery apps in Japan such as Uber Eats and Demaecan have lost MAU share in the market to platforms such as Grab, Wolt and Menu. Grab, DiDi Food, Foodpanda, Woowa Bros and Uber Eats had an organic downloads penetration rate of +75% in Jan’24-Aug’24 in Japan, vs <66% for Oisix, Wolt, Menu, and Demaecan, suggesting the former group likely have more brand name recognition in the market.
Key Takeaways:
Per ST data, Uber Eats is the largest food delivery app in Japan, representing almost half (46%) of MAU share in the market in 3Q24 QTD. Although Uber Eats is larger than its peers (by a magnitude of nearly 3x vs others in the cohort), it has lost share over the past few years due to competitors expanding in the market
Uber Eats’ 3Q24 QTD MAU share in Japan is down roughly 6ppts vs 3Q21, vs +7ppts for Grab, +2ppts for DoorDash, +1ppts for Menu and +1ppts for Wolt. Demaecan (-4ppts), Foodpanda (-1ppts) and DiDi Food (-1ppts) all saw declines in MAU share in Japan in the same period
Grab, DiDi Food, Foodpanda, Woowa Bros and Uber Eats had an organic downloads penetration rate of +75% in Jan’24-Aug’24 in Japan, vs <66% for Oisix, Wolt, Menu, and Demaecan, suggesting the former group likely have more brand name recognition in the market
Per ST data, volatility within the US grocery category may still be impacting marketing budgets, as US ad spend across the top food advertisers cohort is projected to fall 25% YoY in 3Q24, with Campbell’s exhibiting the greatest decline in spend, down 70% YoY during the same period
Conversely, Bel Group’s US ad spend is projected to grow ~100% YoY in 3Q24, far ahead of JBS (+35%) and Hormel Foods (+30%), the only other advertisers to increase spend during the current quarter
For more information, request the full report from reports@sensortower.com.
