Wolt Data Reveals Israeli Consumer Habits and Peak Ordering Times
Wolt, the delivery app, has expanded beyond restaurant orders to become a major player in Israel's retail market. Ahead of Rosh Hashanah, the company released its data for the Hebrew year 5786, offering insights into Israeli consumer behavior. The data shows how express delivery has become integral to household management, covering everything from basic groceries to moving boxes.
Tomer Cohen, CEO of Wolt Israel, stated that the app is no longer just for food orders but a part of Israelis' daily routine for immediate needs and time-saving tasks. In fast food, the hamburger remains the most ordered item, followed by pizza, sushi, shawarma, and schnitzel. The top ten also includes noodles, pasta, falafel, Caesar salad, and ramen, reflecting a mix of local favorites and a preference for Asian and Italian cuisine.
A significant trend in 5786 was a more than 150% surge in orders for products containing the words "protein" or "protein." For supermarket items, Israelis frequently order essentials like milk, cottage cheese, eggs, cucumbers, water, paper towels, energy drinks, bananas, bread, and tuna.
Wolt's retail expansion is evident in its electronics and home goods sales. Mobile chargers are the most popular electronic item, followed by vacuum cleaners, AirPods, iPhones, kettles, fans, heaters, and hair clippers. Home maintenance items like paint, light bulbs, extension cords, doormats, and moving boxes also saw high demand. During the summer, inflatable pools were the top children's item, surpassing even LEGO and slime.
Fashion and beauty items, including jeans, pajamas, face serum, underwear, and swimwear, were also ordered. The busiest day for deliveries in the past year was two days before Passover, with a 58% increase in orders compared to a regular day, mirroring last year's trend. Immediately after Yom Kippur, the app processed approximately 400 orders per minute. High-profile television events also impacted ordering patterns, with the "Big Brother" finale night being the third busiest evening of the year, seeing a 20% rise in orders compared to the preceding week.
Cohen concluded that Wolt's expansion into diverse categories aims to save customers time and enable local businesses to grow through the platform.
