Roy Morgan chief executive Michelle Levine says many of the new meal delivery services are a product of the so-called "gig economy" – and this is particularly applicable to “market leading” Uber Eats, despite it having started up after the others.
She says Uber Eats is already the leading meal delivery service for so-called "Metrotechs", or early adopting predominantly young, single, well-educated, inner-city professionals.
And Levine stresses that although Uber Eats is a newer meal delivery service than other leading brands, launching in Australia just two years ago in April 2016, the service has quickly taken off.
The research reveals that 16.4% of Metrotechs now use Uber Eats in an average three months compared to 13.4% using Menulog/Eatnow.com.au (the two companies merged in recent years), 7.3% using Deliveroo and 3.8% using Foodora.
Roy Morgan also says that Australia’s younger generations have taken keenly to meal delivery services with 16.1% of Millennials/Gen Y — aged 28-42 — having used a meal delivery service in an average three months compared to only 4.5% of Baby Boomers and just 3.6% of Pre-Boomers.
But the research firm says the take-up of meal delivery is not just about age, and certain communities have really taken to it.
It says, as its “unique geo-psychographic segmentation Helix Personas” shows, 22.5% of those living in a “Metrotech community” use meal delivery services – predominantly young, single, well-educated, inner-city professionals.
Levine says meal delivery services have emerged in recent years although there are still only a minority of Australians taking advantage of the new services.
“Almost 2 million Australians now use meal delivery services such as Uber Eats, Menulog, Eatnow.com.au, Deliveroo, Foodora, Lite n’Easy. HelloFresh, Youfoodz, Muscle Meals Direct, Choice Fresh Meats, Weight Watchers, Marley Spoon, Dinner Sorted, My Goodness Organics, Fresh Meals 2 U, Dietlicious, Gourmet Dinner Service, Eat Fit Food, Jenny Craig or Dinner Ladies,” Levine said.
“I’m guessing there may be more meal delivery services than you realised – but Roy Morgan is on top of this exciting new market and measuring the success of these new meal delivery services."