As the world comes together to celebrate World Pasta Day, Glovo, the leading multi-category app, has revealed insights into the consumption habits of one of Kenya’s favorite meals, Pasta.
The report revealed that in the last 12 months, Kenya has experienced a remarkable increase of 99% in pasta units delivered, firmly establishing itself as the second-highest globally in terms of pasta-containing order frequency growth.
Kenyans are big fans of pasta, showcasing remarkable growth in its consumption trends, with 5 units of pasta delivered through Glovo app every hour and 57.8% YoY increase in customers with pasta orders.
In analyzing the hourly distribution of pasta consumption, it was discovered that pasta is a preferred dinner option for Kenyans with 32% of the daily consumption happening between 5-7pm.
The increase in pasta-SMEs (Small and Medium-sized Enterprises) in the app during the last year, positioned Glovo as an enabler for local economies’ growth and an industry advocate working to offer a wider range of choices in local communities.
“At Glovo, we are committed to supporting local businesses and restaurants, providing our customers with convenient access to their favorite dishes, including the iconic pasta. We’re delighted to see that our platform has witnessed a substantial 72.3% increase in the number of partners offering pasta-related products compared to the previous year. Notably, the segment experiencing the most remarkable growth is the SMEs, with an impressive 101% increase. This reiterates Glovo’s positioning as an enabler for SME growth and an industry advocate working to create access to a wider range of choices in local communities.,” said Ivy Maingi, Interim General Manager, Glovo Kenya.
Nairobi ranks first with 87% of the total pasta consumption (units) delivered via Glovo, followed by Mombasa with 5% and Ngong-Rongai-Karen with 4%. In addition, the cities that have experienced the highest growth in pasta consumption are Syokimau with a 928% increase, followed by Kisumu with an increase of 262%, and Thika with an increase of 203%. This reflects the growing popularity of pasta in these areas.
The top five most-ordered pasta dishes in Kenya are Chicken Alfredo, Traditional Lasagna, Fusilli Pesto, Spaghetti Bolognese, and Linguine Carbonara. Globally, among the biggest ‘Pasta containing chicken’ & ‘Pasta containing meat’ fan countries, Kenya ranks #2 for both.
The types of pasta with the biggest growth in the last year in Kenya are Fusilli with 236% growth, Tagliatelle with 173% growth, and Lasagna with155% growth, which also ranks as the #4 globally with the biggest growth.
53% of pasta orders now placed in the grocery category, encompassing supermarkets and convenience stores, compared to 47% of orders from restaurants. This unique distribution has positioned Kenya as the fifth-highest globally in terms of pasta orders that lean towards the grocery vertical.
The top partners in Kenya with the most orders are Naivas, Carrefour, Chandarana Foodplus, and Quickmart in the groceries category, and Little Italy, Artcaffe, Cj’s Restaurant, Mambo Italia, and La Salumeria in the restaurant category.
Kenya aligns with the global trend of growing online grocery consumption, having experienced a remarkable 44.5% growth in orders in the past year. When focusing on orders containing pasta from online groceries, this figure surges to an impressive 83.6%, showcasing the changing dynamics in consumer preferences.