Boxed meals have established themselves as one of the most dynamic and promising segments of the delivery market in Brazil. According to an iFood survey conducted in 2024, Brazilian cuisine, strongly represented by boxed meals, leads orders at lunchtime, with 38% of the total, followed by snacks.
In the overall ranking of most-ordered cuisines, boxed meals take sixth place and, among restaurants rated as “super”, they appear in eighth place, confirming their relevance to the industry.
The study highlights that, during Black Friday 2023, 76% of the platform's active users planned to place delivery orders, with 97% of those orders going to iFood. The survey also showed a diversification of category preferences, such as pizzas and burgers, but boxed meals stand out as a strategic segment, meeting both the search for convenience and the appreciation for complete, balanced meals.
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The demand for boxed meals reflects important changes in consumer behavior. Sérgio Molinari, an industry expert, pointed out during the 36º Congresso Abrasel: “Boxed meals represent the balance between the search for convenience and the appreciation of Brazilian cuisine. It's a market that mixes tradition and modernity, especially in the delivery context”.
The survey also reveals that, at breakfast, the bakery “cuisine” dominates orders, with 54% of the total in the second quarter of 2024. At lunchtime, besides Brazilian cuisine, boxed meals and snacks have a significant volume. In the afternoon and evening, snacks and açaí stand out, while in the early morning hours snacks dominate, accounting for 70% of order volume in the same period.
These figures show the growing diversification of consumer choices throughout the day and reinforce the importance of a varied offering to meet different demands. Restaurants that invest in customized solutions, efficient logistics, and menus adapted to varied audiences have been reaping significant results.
“Entrepreneurs who know how to integrate technology, logistics, and a well-planned menu will have a great chance of standing out in this segment”, Molinari stressed at the Congresso Abrasel.
Boxed meals have also been standing out for their flexibility in serving different audiences, from simpler, more affordable options to premium meals with sophisticated ingredients and a focus on healthiness. This growth follows global consumption trends, in which convenience, combined with personalization and quality, has been a competitive differentiator.
The boxed meal market in Brazil remains a strategic opportunity for bars and restaurants looking to expand their reach and build customer loyalty in an increasingly competitive industry. Meanwhile, for customers, boxed meals become a mix of convenience and flavor in everyday life.
