How the world eats is changing drastically. Just a couple of decades ago, meal deliveries were not common. They were limited to a few restaurants, there was no concept of tracking and it took quite a while for the food to be prepared, packaged and delivered.
Fast forward to today and food delivery has become an industry in itself. It’s a global market worth billions of dollars, having received investment from major stakeholders. The online food delivery market in India is projected to reach a revenue of USD 54.87 billion in 2025, at an annual growth rate of 13.30%. The number of users is expected to reach 302.8 million users by 2029 due to the increasing demand for convenience and a wide range of platforms providing it.
The first thing we need to keep in mind is that convenience trumps everything. Over the past few decades, this has become increasingly evident from our behaviours and choices - we are constantly choosing ease and comfort over most other things, including health. We are trying to make things increasingly accessible for ourselves wherever or whenever we get a chance.
This is true for almost everyone, especially post-pandemic. It is no secret that we are dependent on quick deliveries, leading to a surge in the number of services that are brought to our doorsteps. Today, nearly everything is at our fingertips - entertainment, financial services, food and more.
The same trend has been observed with fitness too with workout videos, virtual coaching and online fitness classes rising in popularity.
Similarly, when it comes to food, the amount of deliveries for groceries or cooked food is on the rise. Instead of the occasional dining out and regular home-cooked meals, many of us are getting food delivered from restaurants in a matter of mere minutes, highlighting a shift towards the rising trend of 15-minute deliveries.
But why 15-minute food deliveries?
The answer is simple - comfort.
What is available in the market is a reflection of our choices. Every item we buy, every demand we place and every choice we make is a vote. As the votes increase, demand increases and as demand increases supply increases. Similarly, we, as consumers, have created the demand for quick deliveries.
There was a time when getting food delivered required a lot of logistics - think of how ordering pizzas from reputed chains a mere 15 years ago used to be a hassle! However, this led to a recognition of the demand (“We want food delivered faster!”), leading to food delivery apps’ existence and subsequently, increasing ease of use. The time frame for food delivery, which used to be an hour or more, was reduced to 45 minutes, and then to 30 minutes and now, a mere 10-15 minutes, highlighting how individuals are readily choosing convenience over quality and health.
What are the repercussions?
For a dish to be delivered in 15 minutes, it needs to be prepared in 8-9 minutes to leave enough time to package and deliver it. But, can something truly healthy be prepared within this time frame? Can food quality be prioritised at such high speeds? Maybe. But, if this trend were to become the norm, there are certainly repercussions of superfast food delivery.
1. The health quotient of foods will go down- Irrespective of what the food item is, meals delivered in a mere 15 minutes will not be as healthy as traditionally cooked meals. Even if it is a simple dal-chawal or roti-sabzi, these will likely require using pre-made bases, packaged sauces or frozen mixes, dialling down on their nutrition.
2. The cost of food will go up - not for quality but for convenience- Today, people are willing to pay the highest price for comfort, choosing to pay a higher delivery fee over cooking the same meal at home for a fraction of the cost.
3. The number of healthy options will be limited- Not all foods can be delivered in 15 minutes. And most foods that can be cooked, packaged and delivered in 15 minutes won’t be the healthiest options. As a result, we, the consumers, are asked to choose between health and convenience.
4. Mindless eating will be promoted- The largest impact, in my opinion, is how this changes our behaviour when it comes to eating. 15-minute deliveries may promote mindless eating by reducing or eliminating the need to think about our meals ahead of time.
The availability of food so quickly will encourage us to wait till the last minute to order food. And when we open our favourite food delivery apps and see the options available, we are already hungry and, hence, prone to choosing comfort foods over health-promoting foods. This will lead to higher calorie intake and lower consumption of essential nutrients, impacting our overall health.
While the food delivery industry offers convenience, it also has its downsides from a health and financial perspective, as well as the safety challenges it puts on delivery partners who rush to deliver the food to us. So, it is a trend that we need to be cautious about.
I believe that food delivery in general is a positive trend for the populace, as it helps a lot of people - those who cannot cook, those who stay away from their homes and can’t find the time to cook, or those who are physically unable to prepare a meal. However, the rise of a 15-minute food delivery, while offering unmatched convenience, certainly comes at the cost of our health.
This piece has been authored by Raj Ganpath, a fitness and nutrition expert. He is also the author of the book Simple, Not Easy: A No-nonsense Guide to Fitness, Nutrition and Weight Loss.
The opinions expressed in this article are those of the author and do not purport to reflect the opinions or views of THE WEEK.