The Rise of Online Food Delivery in Africa: Shaping Urban Lifestyles and Market Growth

The review explores the rapid growth of online food delivery in Africa, driven by urbanization, technological advancements, and shifting consumer behavior. It highlights key factors like convenience, safety, and affordability, while identifying future opportunities and challenges for the sector's expansion.

The systematic review conducted by Richard Kwasi Bannor and Josephine Amponsah from the University of Energy and Natural Resources, Ghana, explores the growing trend of online food delivery services across the continent, highlighting the impact of urbanization, technological advancements, and changing consumer behavior. The review examines 22 articles from South Africa, Ghana, and Tanzania, covering studies from 2014 to 2022. It focuses on the evolution of food delivery in Africa, the role of food delivery applications, and the factors that drive consumer decisions to use these platforms.

Growing Demand for Convenience and Technology

The review emphasizes that the increasing adoption of online food delivery is largely driven by shifts in lifestyle, with consumers seeking more convenient and time-saving ways to access meals due to their busy schedules. Technological advancements, particularly in mobile internet access and e-commerce platforms, have facilitated the rapid growth of the food delivery sector in Africa. As smartphones become more accessible, and mobile payment systems improve, consumers increasingly rely on food delivery apps (FDAs) to meet their dietary needs. The growing popularity of e-commerce platforms, along with immediate payment systems and mobile commerce (m-commerce), has allowed businesses to offer their services online, with food delivery becoming an integral part of this digital ecosystem.

Urbanization and the Shift in Consumer Behavior

The review highlights that urbanization has led to a significant rise in demand for fast and convenient meals, especially among working professionals who have little time to prepare meals at home or visit restaurants. The convenience of having food delivered directly to one’s doorstep has become a crucial factor in consumer decision-making. The increasing reliance on online food delivery is also linked to a broader trend of dietary transformation, as consumers seek quick access to both ready-to-eat meals and fresh produce. The review notes that this shift in behavior has been labeled a “nutritional transition,” where technology plays a key role in shaping eating habits. As a result, food delivery platforms have become a solution for many urban dwellers, allowing them to save time while still enjoying a variety of meal options.

Major Players in the African Market

Companies like Jumia Foods, Uber Eats, and Glovo have established a significant presence in the African market, with operations in countries like Kenya, South Africa, Ghana, and Nigeria. Jumia Foods, for instance, has expanded its services to deliver not only food but also pharmaceutical products and groceries, often within a short time frame after the order is placed. Uber Eats and Glovo, similarly, provide a wide range of meal options and have partnered with well-known food brands like KFC and Burger King to cater to the growing demand in African cities. These platforms have capitalized on the demand for convenience and have become integral players in the food delivery industry across major African cities.

Factors Driving Consumer Decisions

The systematic review identifies several key factors that influence consumer decisions to use food delivery platforms. Among these, convenience and time-saving are paramount. Consumers are drawn to online food delivery because it saves them the effort of preparing meals or going out to eat, which aligns with their fast-paced urban lifestyles. The ease of use of food delivery apps is another major factor, as users appreciate the ability to browse menus, place orders, and track deliveries with minimal effort. Privacy and security concerns are also significant, as many consumers are wary of sharing personal information online. Ensuring data protection and secure payment processes is essential for building trust in these platforms. The review further highlights the importance of safety and hygiene in the food delivery process, especially in light of the COVID-19 pandemic, which has increased consumers’ awareness of health risks. Contactless delivery options and strict hygiene measures have become critical to ensuring consumer confidence in using food delivery services.

Opportunities and Challenges for Future Growth

The review concludes that while food delivery services in Africa are still developing, they present significant growth opportunities, particularly in urban areas where demand is highest. However, the study also points out that there is still a limited amount of research on food delivery in Africa, especially when compared to other regions like Europe, Asia, and North America. The authors recommend that more research be conducted to understand the specific challenges and opportunities in the African market, and they emphasize the importance of improving service quality to meet consumer expectations. This includes ensuring food safety, reducing delivery times, and enhancing the overall user experience on food delivery apps. By addressing these issues, the food delivery industry in Africa has the potential to expand significantly in the coming years, contributing not only to consumer convenience but also to job creation and economic growth.