- 72.3% increase in the number of partners offering pasta-related products
- At least 53 per cent of pasta orders are now placed in the grocery category
Kenya has recorded a 99 per cent increase in pasta units delivered, firmly establishing itself as the second-highest globally in terms of pasta-containing order frequency growth.
The recent report by online food request and delivery platform, Glovo shows that in the last 12 months, Kenya has experienced a remarkable increase in pasta units delivered even as the World marks Pasta Day.
Kenyans are big fans of pasta, showcasing remarkable growth in its consumption trends, with five units of pasta delivered through Glovo app every hour and 57.8 per cent YoY increase in customers with pasta orders.
In analysing the hourly distribution of pasta consumption, it was discovered that pasta is a preferred dinner option for Kenyans with 32 per cent of the daily consumption happening between 5-7pm.
The increase in pasta-SMEs 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.
"We are committed to supporting local businesses and restaurants, providing our customers with convenient access to their favorite dishes, including the iconic pasta,'' Glovo interim general manager Ivy Maingi said.
She added that the firm is delighted to see that our platform has witnessed a substantial 72.3 per cent 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 per cent 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.,” Maingi said.
Nairobi ranks first with 87 per cent of the total pasta consumption (units) delivered via Glovo, followed by Mombasa with 5 per cent and Ngong-Rongai-Karen with four per cent.
In addition, the cities that have experienced the highest growth in pasta consumption are Syokimau with a 928 per cent increase, followed by Kisumu with an increase of 262 per cent , and Thika with an increase of 203 per cent. 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 position two for both.
The types of pasta with the biggest growth in the last year in Kenya are Fusilli with 236 per cent growth, Tagliatelle with 173 per cent growth, and Lasagna with155 per cent growth, which also ranks as fourth globally with the biggest growth.
At least 53 per cent of pasta orders are now placed in the grocery category, encompassing supermarkets and convenience stores, compared to 47 per cent 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 per cent growth in orders in the past year.
When focusing on orders containing pasta from online groceries, this figure surges to an impressive 83.6 per cent, showcasing the changing dynamics in consumer preferences.