Beyond Burgers: Wolt Data Reveals How Express Deliveries Conquered Israeli Retail
Wolt's 5786 data reveals how express deliveries transformed Israeli retail, showing a 150% surge in protein products, high demand for household electronics, and peak orders before Passover.
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Wolt has long evolved past restaurant deliveries, firmly establishing itself as a core player in Israel's retail market. Ahead of Rosh Hashanah, the delivery giant released its consumption data for the year 5786, offering a fascinating glimpse into Israeli shopping habits. Express deliveries have taken over household management, ranging from basic groceries to moving boxes.
"Wolt is no longer just for moments when you feel like ordering food," explains Tomer Cohen, CEO of Wolt Israel. "It has become part of the Israeli routine—from urgent necessities to small tasks that save time throughout the day."
The Delivery Kings and Protein Craze
In the fast-food category, the burger maintains its status as the most ordered dish of the year, closely followed by pizza, sushi, shawarma, and schnitzel. The top ten, which also includes noodles, pasta, falafel, Caesar salad, and ramen, highlights a blend of local classics alongside the Israeli affinity for Asian and Italian cuisines.
However, the most prominent consumer trend of 5786 belongs to the fitness and health category: Wolt reported a massive surge of over 150% in orders for products containing the words "protein" or "protein-based".
In the supermarket category, the Israeli shopping cart consists primarily of basic goods and urgent restocks: milk, cottage cheese, eggs, cucumbers, water, paper towels, energy drinks, bananas, bread, and tuna occupy the top ten spots.
From Vacuums to Facial Serums: Retail Goes Online
Wolt's expansion into diverse retail sectors is clearly reflected in the data. In electronics, Israelis seek "here and now" solutions: mobile chargers lead the list, followed by vacuum cleaners, AirPods, iPhones and Galaxy devices, kettles, fans, electric heaters, and hair clippers.
Home maintenance also saw lively activity, with wall paint, light bulbs, extension cords, doormats, and moving boxes becoming sought-after items. In the children's category, the summer months brought peak demand for inflatable pools, outpacing Lego, slime, and the board game "Alias". Fashion and beauty also found representation through deliveries of jeans, pajamas, facial serums, underwear, and swimsuits.
"Our expansion from restaurants to a wide variety of categories is designed to help customers free up time," concludes CEO Cohen. "At the same time, the move allows more local businesses to grow through the platform and reach additional customers."
Peak Times and Holiday Rushes
When is the "money time" for the delivery sector? The busiest day of the past year was recorded two days before the Passover Seder, marking a 58% jump in orders compared to an ordinary day. The end of Yom Kippur also delivered an astonishing figure of roughly 400 orders per minute right after the fast concluded. Furthermore, major television events continue to drive Israeli appetites: the "Big Brother" finale ranked as the third busiest evening of the year, with a roughly 20% increase in orders compared to the same evening the week prior.
