ISLAMABAD by SPECIAL COORESPONDENT EHSAN BUKHARI
A shift in lifestyle and domestic habits has significantly impacted the eating and cooking patterns of women in Pakistan. With more women opting to order food online rather than cooking at home, a rise in health issues and social challenges has been reported across urban areas of the country.
Sources reveal that this growing trend of relying on online food delivery is contributing to multiple societal concerns, including increasing rates of marital discord and a rising number of divorce cases. On a single day, over 200 divorce cases were reportedly filed by women, with domestic disputes and lack of home-cooked meals cited as contributing factors.
A recent survey indicates that most urban households now rely on tandoors for bread, while rural women continue to cook and perform physically demanding chores throughout the day, contributing to better health outcomes. In contrast, the sedentary lifestyle in cities is linked to a growing number of health issues among women, especially during childbirth, with more cesarean sections reported in urban hospitals compared to home births in rural areas.
The rise of food delivery services has been both a cause and a consequence of these lifestyle changes. Companies like Foodpanda, which entered the Pakistani market in 2016 through German delivery giant Delivery Hero, have seen exponential growth. Foodpanda now operates in 35 cities for food delivery and 12 cities for grocery delivery, with 70% of its business centered on ready-to-eat meals.
According to a report from Lahore University of Management Sciences (LUMS), the company has invested over $100 million in Pakistan over the past decade, including €2.3 million in kitchen infrastructure. In fiscal year 2024 alone, Foodpanda contributed Rs 9.76 billion in taxes to the national treasury.
The platform works with over 50,000 registered riders, of which 17,000 to 18,000 operate daily. Full-time riders earn an average monthly income of Rs 48,000 to Rs 50,000. Additionally, more than 7,000 home-based male and female chefs—75% of whom are women—now prepare food from their homes and sell it through Foodpanda. On average, these women earn Rs 120,000 per month, with many of them engaging in business for the first time.
Foodpanda CEO Muntaqa Peracha highlighted the growing participation of women, not just as riders but also as home-based food entrepreneurs. He noted that post-COVID shifts in consumer behavior and spending patterns have driven significant growth in the online food and grocery delivery sectors.
The average grocery delivery order value has increased from Rs 800–900 to Rs 2,000–2,200, while food delivery orders now average between Rs 1,200–1,500. Despite this growth, most grocery shopping is still done offline, though online demand is expected to surge in the coming years.
While the shift toward convenience has generated employment opportunities and financial independence for many women, it has also sparked debate around health, traditional roles, and social stability in urban households. Experts suggest a balanced approach—where technology and tradition coexist—could be the key to ensuring both economic empowerment and societal well-being.
