GrabMart sees early-morning orders rise 40.5% as shopping habits shift

GrabMart orders during the early hours of the morning grew 40.5% year on year in 2025, as changing shopping habits open new opportunities for F&B and FMCG brands to reach consumers beyond conventional shopping hours.

Orders placed between 2am and 5.59am Jakarta time rose 40.5%, while orders between 9pm and 10.29pm increased 38.4%. Orders between 10.30pm and 1.59am also grew 36.3%, according to insights shared by GrabAds at its F&B Forward: GrabAds Marketing Summit 2026 in Jakarta.

The findings point to opportunities for marketers to reach consumers at different moments of need, using first-party consumer insights to connect brand awareness with purchase decisions.

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“The growth in shopping activity from the evening through to the early hours of the morning shows that consumers now have greater flexibility in meeting their daily needs, including outside conventional shopping hours. For the F&B and FMCG industries, this shift presents an opportunity to reach consumers who may previously have received less attention,” said Roy Nugroho, director of commercial at Grab Indonesia.

Consumer preferences also vary according to shopping time. Fruit, vegetables, cooking ingredients, meat and frozen food are popular choices in the morning, while snacks and ice cream are favoured from midday to the afternoon. In the evening, drinks and snacks lead preferences.

GrabMart has introduced its “Belanja terima beres” campaign to cater to consumers shopping at different hours, offering daily essentials around the clock, promotions and delivery in under an hour. Through DailyMart by Grab, formerly GrabMart Kilat, consumers can also order fresh produce, including fruit, vegetables and meat, delivered directly from stores operated specifically by GrabMart.

The summit also highlighted differences in how consumers discover products across Grab's delivery platforms. Six in 10 GrabMart orders begin with a direct search, while 79% of GrabFood orders start with consumers exploring available options.

For F&B and FMCG marketers, the contrast highlights the need to account for different purchase journeys, from consumers actively searching for a specific product to those still considering their options.

Meanwhile, the number of enterprise F&B brands using GrabAds' full-funnel marketing solutions increased by more than 120% over the past year, according to GrabAds.

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