Ciao! It’s believed that the first ever food delivery took place in Naples, Italy in 1889, where King Umberto I and Queen Margherita received the first pizza delivery. Fast forward to over 100 years later, Italy’s food delivery market has grown to be around USD$1.15 billion in 2022 (forecast by Statistica).
Let’s take a look at the market share of the Italian food delivery market occupied by the four players Deliveroo, JustEat, Glovo and UberEats. Measurable AI’s e-receipt dataset reveals that back in 2020, JustEat used to lead the game, occupying over 45% of the market share by revenues, followed by Deliveroo and Glovo (who respectively share about 25%).
Italy Food Delivery Market Share (2020 -2022 Q1)
Deliveroo started to grow faster than its peers around 2Q21, arriving at around 36% of the market share in 1Q22. Then entering into 1Q22, JustEat and Deliveroo leveled up head-on-head with roughly the same market share. Meanwhile, UberEats has steadily occupied the smallest percentage of the Italian food delivery market throughout the years, hovering at around 5%.
Italy Food Delivery Volume by Tip Cities
According to Measurable AI’s granular e-receipts dataFor geographic coverage: apart from the two biggest cities Roma and Milano, it appears from the order volumes extracted from our dataset that each company has its own focus regions.
For Deliveroo, its top 3 cities are Roma, Milano, and Bergamo. For Glovo, orders from Torino contributed most of the volume followed by the top two cities. For Ubereats, orders are also concentrated in the city of Napoli. Lastly, on JustEats, our dataset reveals that Bologna ranks the 3rd top city for its food delivery orders.
Italy Food Delivery AOV
As illustrated in the chart below, Measurable AI’s granular dataset reveals that the average order value (‘AOV’) for the Italian food delivery market has been changing quite rapidly over time. Back in 2020, Deliveroo’s AOV was a bit higher than the other players, while UberEats’ ranked the lowest.
Nearing the middle of 2021, the differences in AOV across all players had gotten smaller. Each platform’s AOV has also been more stable entering 2022.
Currently as of1Q22, Glovo consumers spend the least, with the AOV at around 20 Euro. Meanwhile, Deliveroo’s AOV has remained the highest throughout the past two years.
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Data is changing the speed of business. Investors, Corporations, and Governments are buying new, differentiated data to gain visibility make better decisions. Don't fall behind. Let us help.
