Sensor Tower：2024年全球餐饮应用下载量接近20亿次 同比增长11%

Core Insights - In 2024, global downloads of food and beverage applications are expected to reach nearly 2 billion, representing an 11% year-over-year increase from 1.78 billion in 2023 [1][2] - The Asia-Pacific region is identified as the primary growth engine for the food and beverage app market, with India showing remarkable growth due to rapid digitalization and smartphone penetration [1][4] Download Growth - The download growth is particularly strong in the second half of 2024, with Q3 and Q4 showing increases of 7.1% and 9.6% respectively, continuing into Q1 2025 with a 1.5% increase [2] - The sustained growth in downloads on App Store and Google Play highlights the increasing consumer demand for food and beverage applications [2] Regional Performance - India experienced explosive growth in app downloads, with a year-over-year increase of 143%, surpassing 113 million downloads by Q1 2025 [4] - Southeast Asia saw an 18% growth, while South Korea's growth was 4%. In contrast, China's iOS market saw a slight decline of 1.6% due to market saturation and competition [4] - The U.S. and Japan maintained steady growth at approximately 3% [4] Subcategory Growth - Grocery delivery applications led the growth in 2024 with a 36% increase, driven by consumer demand for convenience [6] - Restaurant and dining applications grew by 29%, while dine-in restaurant apps increased by 16% [6] - Fast food applications saw a modest growth of 3.3%, while restaurant ordering and delivery apps grew by 7% [6] Leading Applications - In Q1 2025, Zepto led the downloads in the grocery delivery category, alongside major fast-food brands like McDonald's and KFC [8] - Instamart and BigBasket also showed significant growth, with Blinkit achieving an 80% increase and BigBasket a 148% increase [8] Regional Preferences - The ranking of food and beverage applications reflects diverse regional consumer preferences, with McDonald's leading in Europe and Japan, and DoorDash dominating in the U.S. [11] - Local platforms like Coupang Eats in South Korea and Yakiniku King in Japan are particularly favored by consumers [11] Role of Digital Advertising - Digital advertising remains a key driver of growth in the food and beverage sector, with U.S. brands spending over $600 million monthly, achieving over 60 billion impressions [14] - Major brands like Yum Brands and McDonald's maintain influence through strategic advertising investments [18] Localization Strategies - Brands are increasingly localizing their marketing efforts to resonate with regional audiences, incorporating culturally relevant promotions and partnerships [21] - Examples include KFC's collaboration with the popular game Genshin Impact in Japan and Baedal Minjok's value-focused promotions in South Korea [21] Future Outlook - The landscape for food and beverage applications is expected to continue evolving, with grocery delivery and specialty dining apps gaining more attention [22] - As competition intensifies, brands will need to refine their digital advertising strategies, emphasizing personalized marketing and seamless user experiences [22]