Consumer Foodservice in Asia Pacific

August 2023

While consumer foodservice was recovering elsewhere in the region, 2022 saw the industry fall back into decline in China, Asia Pacific’s biggest market, due to a resurgence of COVID-19 case numbers, dampening the overall regional performance in this year. While recovery will be seen, or will continue, in all markets in 2023, it is expected to take a few more years for sales to return to pre-pandemic levels, given the major losses the industry experienced during the pandemic.

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This report comes in PPT.

Key findings

China tips regional performance back into decline in 2022

The regional performance in 2022 was negatively impacted by the spread of the Omicron variant across China as this country’s authorities kept in place for most of the year their strict zero-COVID policy. However, elsewhere in the region, recoveries were either starting or continuing in 2022 from the sales losses seen during the pandemic.

Positive momentum the pandemic delivered for home delivery is expected to continue

Takeaway, home delivery and drive-through all made gains during the pandemic, when eat-in was banned or people were reluctant to dine in consumer foodservice establishments for fear of COVID-19. While takeaway and drive-through are expected to lose some of these gains over the forecast period, home delivery will continue to capture more share in the coming years.

Players operating in an inflationary environment

The post-pandemic period has turned into one of rising inflation in many countries in Asia Pacific. While some industry players have been forced to pass on at least some of the increasing costs to end consumers in the form of higher prices, others have looked at strategies like reducing portion sizes to try and maintain their profit margins, which already tend to be pretty slim at most independent foodservice operators.

Digitalisation of consumer foodservice

Delivery apps, tablets for taking orders in foodservice establishments, and even robot cooks or waiting staff are all helping to drive the digitalisation of the industry, which is struggling with rising costs as well as, in some countries (Japan, South Korea), workforce shortages.

Scope
Key findings
Full-service restaurants generate the greatest sales in Asia Pacific
Asia Pacific has the highest regional consumer foodservice sales
Sales slip back into decline in 2022 due to surging COVID-19 case numbers in China
China and Hong Kong in decline as the rest of the region sees growth in 2022
Cafés/bars a big loser in Japan during the pandemic
Eat-in share falls to less than two thirds of overall sales during the pandemic
All channels in decline over 2017-2022
China pulls down the overall regional performance in 2022
Online ordering gaining significant momentum in India in 2022
Highly fragmented competitive landscape for Asia Pacific consumer foodservice
Top two players grow as they continue adding new outlets
Majority of the top 10 players have China or Japan as their biggest market
McDonald’s consolidates its top spot as it continues to grow its presence regionally
Positive growth expected throughout the forecast period
Recovery to pre-pandemic level will take some time
Digitalisation expected to continue increasing in consumer foodservice
Roadside outlets expected to increase in India as it looks to develop its highway amenities
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

Consumer Foodservice

Consumer foodservice is composed of cafés/bars, full-service restaurants, limited-service restaurants, self-service cafeterias and street stalls/kiosks.

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