Brazil is one of the world's leading food delivery markets, and the trend is for continuous growth. Delivery platforms have been investing in variety and quality, expanding the options available to consumers.

In this context, the estimate is that the country will have 90.5 million delivery users by the end of 2029, according to data from Statista. In other words, the number will approach half of the Brazilian population.

With this growth, companies in the sector seek to serve new audiences more efficiently, which also increases demand.

Food delivery continues to expand among Brazilians

Currently, about 40% of Brazilians use delivery platforms, according to a Ticket survey. After the growth caused by the pandemic, the segment maintained its upward trajectory due to the pursuit of practicality and speed in daily life.

Globally, the sector is expected to generate $1.4 trillion in 2025, according to Statista. Furthermore, the number of consumers will continue to rise, potentially accounting for about one-third of the world's population by the end of 2029.

In Brazil, iFood leads the market, but an increasing number of restaurants have been investing in their own delivery platforms. Furthermore, economic uncertainties make delivery an attractive alternative, as it allows for optimizing operational costs.

Profile of the delivery consumer in Brazil

The growth in demand for delivery is directly linked to changes in consumer habits. Ticket's research released relevant data about the profile of Brazilians who use these services.

Generation Z, composed of people between 15 and 28 years old, is the main audience for delivery, with 51% of this group using such platforms. This age group, more digitized and connected to technological innovations, is more familiar with online services.

The most frequent orders include fast food, such as burgers and pizzas, as well as traditional Brazilian cuisine dishes and meats. At the same time, the consumption of healthy foods increased by 98% in recent years, according to Sebrae.

Furthermore, the increased demand for natural and vegan options has led platforms to diversify their offerings in this segment.

Challenges and opportunities for the sector

Despite the growth, the delivery market faces challenges, especially for new companies, since iFood holds 80% of the orders. However, the adoption of proprietary platforms by restaurants and supermarkets is gaining ground.

A consolidated trend is the dark kitchen model, which functions askitchens for delivery, without in-person service. Statista projects that by 2030, this format will account for half of global delivery services.

Artificial intelligence has also been incorporated into the sector to personalize service based on consumer behavior. Data analysis allows offering meals and promotions more efficiently.

Logistics remains a challenge, whether for quick deliveries in large urban centers or to reach more remote areas. Therefore, solutions such as automated routes and the use of autonomous vehicles are being tested by companies in the sector.

The increase in demand also reinforces the need for variety in menus. Companies that prioritize specific diets and dietary restrictions can stand out among the competition.

Growth trend expected to continue in the future

In Brazil, the food delivery market is expected to reach $21.18 billion in revenue by 2025. The expectation is for an annual growth of 7.05% until 2029, reaching US$ 27.81 billion.

With the expansion of dark kitchens and the advancement of technological innovations, delivery tends to become even more accessible, expanding its operations to other segments of the food industry.

Food retail continues to rise and according toScanntech Radar data in partnership with McKinsey, the sector grew 3.3% in revenue in February 2024, driven by increased consumption and promotional strategies.

Furthermore, the products that recorded the greatest increase in sales in terms of value were:

• Café: 61,3%
• Ovos: 21,1%
• Body moisturizer: 19.8%
• Water: 18.8%
• Hair kit: 18.7%
• Frango in nature: 17.3%
• Oil: 16.6%

Furthermore, anotherrecent research by MindMinersIt was highlighted that the main factors influencing consumer choices in the food sector, reflecting an increasingly conscious and demanding consumer, are: price, at 68%, and taste, at 64%. Furthermore, aResearch by Capterra ConsultingIt revealed that 49% of consumers consider speed the most important factor in deliveries.

It is in this context that Daki, an online grocery app and leader in ultra-fast deliveries, has been a key player in transforming the sector, investing heavily in technology, logistics network, and a dark store-based model to ensure efficiency in the last mile. As a reflection of this strategy, the company recorded a 66% growth in supermarket orders on the platform in 2024.

Another highlight is the strong growth of the supermarket delivery market. According to a Ticket study, 40% of Brazilians order food for delivery, and 11% make one to two orders weekly.

Daki conducted a recent survey on the best-selling products in the app, and this helps to understand certain consumer behavior patterns. The research was divided into the main categories

• Do not feed:Omo perfect wash clothes detergent 3l; Daki double-ply toilet paper 8 units; Neve Supreme triple-ply toilet paper 20m with 12 rolls; Neve Toque de Seda toilet paper 2p 5×12 20m; Personal double-ply toilet paper 30m 12 units.
• Grocery store: Piracanjuba whole milk 1l; Italac whole UHT milk 1l; Gallo extra virgin olive oil 500ml; Moça condensed milk 395g; Camil type 1 white rice 5kg.
• Liquid:Coca-Cola sugar-free soft drink 2l; Heineken sleek beer 350ml; Coca-Cola original soft drink 2l; Spaten pure malt beer 350ml (cold); Coca-Cola sugar-free soft drink 1.5l.
• Fresh:Hortmix extra white egg 20 units; Centroeste prime ground beef 500g (chilled); Centroeste picanha cut 1kg (frozen); Sadia frozen chicken breast fillet 1kg; Hortmix silver banana 500g.
• Perishables:Président sliced mozzarella cheese 150g; Daki traditional cheese bread 400g; YoPRO chocolate flavored milk drink 15g high protein Danone 250ml; Panco original baguette bread 300g; Vigor traditional creamy cream cheese cup 200g.

Young people from Generation Z (born between 1997 and the early 2010s) exhibit higher levels of ambition and are more curious compared to the Millennial generation (born between 1981 and 1996). This is one of the conclusions of the research conducted by Hogan Assessments, in partnership with the Brazilian consulting firm Ateliê RH, a pioneering distributor of the tests in the country.

"The problem is that an image has been created that the young people of Generation Z are not as ambitious as previous generations, and that they prefer to have a better quality of life," says Roberto Santos, partner-director of Ateliê RH. "Actually, Generation Z has de-romanticized the relationship with work. They are more interested in making money," says the expert.

A survey conducted by YouGov in 2024 on generational differences in Latin America indicates that, in reality, the biggest difference between Generation Z and other generations is that these young people have a completely different relationship with their professional trajectory: only 43.5% declared to love their work – the lowest number among all generations compared in the study (Millennials, X, and Baby Boomers). Furthermore, 47.4% of young Latinos are much more focused on making money than on advancing their careers, according to the research institute.

"Another point that differentiates Generation Z is the approach to learning – young people prefer formal learning over a more practical approach," Santos points out. Messages, posts, books: reading is valued among Gen Z youth, who read more (59%) than their Millennial predecessors (53%). The habit is already reflected, for example, in libraries, which have gained a new lease on life: their most frequent visitors are between 16 and 24 years old, according to a survey conducted by Ibope/Instituto Pró-Livro last year.

“On the other hand, Gen Z can get bored more easily than their predecessors. And this difference occurs, in large part, because these young people are digital natives – for them, the screen experience has been part of their daily lives since an early age – when the iPhone 3G arrived in Brazil, in 2008, the oldest children of Generation Z were 11 years old. The instantaneousness of obtaining information and relationships is something normal, unthinkable for previous generations”, highlights Santos.

Is arrogance a problem for this generation?

Common sense and research conducted by magazines and consulting firms point to arrogance as a major "Achilles' heel" of these young people, as they have disproportionate expectations regarding their career progress, overestimating their own competence. It is also reported that young people are less open to criticism and feedback – which has been affecting their progress in jobs.

On the other hand, the Hogan Assessments study, considering the Brazilian population, does not identify the "Arrogant" scale of the Hogan Challenge Inventory differentiating Millennials and Generation X, perhaps somewhat in relation to Baby Boomers. However, I note that in the overall sample for all generations, the index of this scale is significantly lower but follows the same pattern that it is not a typical trend of Generation Z.

The question remains as to whether, particularly in Brazil, the tendency to display arrogant attitudes is also linked to disillusionment with the work environment, and a negative outlook towards the market in general, and a distrustful attitude towards the promises of the corporate world.

Altruistic and business-minded

Although they are often portrayed as detached or uninterested in their careers, Generation Z youth show great concern for social impact and business ethics. Hogan Assessments' research indicated that they have significantly higher scores on the Altruism scale, which suggests a strong desire to contribute to societal well-being and to be part of companies with purpose and positive impact.

This is reflected in the way they choose their employers and brands they associate with. Companies that demonstrate a genuine commitment to diversity, sustainability, and social responsibility are more likely to attract and retain Generation Z talent. This characteristic can pose a challenge for organizations that do not have a clear alignment with these values, as this generation tends to avoid brands they consider inconsistent or involved in questionable practices.

At the same time, Generation Z youth show a significant interest in financial issues and business strategies. The research revealed that, compared to Millennials, they have a lower motivation for scientific and academic values and a higher motivation for financial gains and commerce. This data reinforces the idea that, for this generation, professional success is directly linked to remuneration and financial stability, and not necessarily to prestige or hierarchical advancement.

Hogan's study was based on tests answered by 23,000 people in Brazil between 2001 and 2022. The analysis was conducted based on the comparison of the three main Hogan assessment tools: the HPI, which describes normal personality or the "bright" side of personality; the HDS, which assesses the "shadow" side, manifesting in behaviors that appear during stressful moments; and the MVPI, which measures a person's motives, values, and preferences, helping to understand what drives them. The Hogan assessments were created based on a specific methodology for the corporate world.