Grab, Thailand’s No.1 ride-hailing and food delivery platform, has unveiled new insights highlighting the rapid rise of health-conscious lifestyles among Thai consumers, fuelled by the growing Longevity movement and the popularity of fitness racing events such as HYROX. Platform data reveals significant shifts in mobility, food delivery and grocery shopping behaviours as more consumers embrace active living and healthier eating habits. 

Ride bookings to public parks in Bangkok during the early morning surged more than fivefold. The growing popularity of fitness racing also drove ride bookings to the latest BYD HYROX Bangkok 2026 up by 2.5 times compared to the previous edition.

On the delivery front, healthier consumption habits continue to gain momentum. Orders for lower-sugar beverages on GrabFood have grown over the past year, with black coffee and clear matcha (both with 0% sugar) generating more than 10 million orders annually. High-protein meals are also becoming increasingly popular, with chicken breast dishes surpassing 3.3 million orders per year. On GrabMart, demand for ready-to-drink protein beverages has increased more than 3.5 times.

Panomkorn Jirasatienpong, Marketing Director at Grab Thailand, commented: “Over the past year, Longevity—the pursuit of living a longer, healthier and higher-quality life—has emerged as one of the defining lifestyle trends shaping today’s consumers, particularly among younger urban generations. We have seen a clear shift toward more active lifestyles, whether it’s joining early-morning running groups in public parks, participating in community fitness activities, or choosing healthier food and beverage options. This is especially evident in the growing demand for reduced-sugar drinks and high-protein meals.”

“As a leading superapp, Grab remains closely connected to evolving consumer trends and continuously innovates to better serve changing lifestyle needs. We have expanded our selection of health-focused merchants and products across the platform, while recently piloting our Nutrition Tag feature, which helps users discover healthier menu options such as high-protein, low-carb, low-calorie and low-sugar meals when ordering through GrabFood.”

“Besides, we are also expanding our presence within Thailand’s growing fitness community. This year, Grab is proud to become an Official National Ride-hailing Partner of BYD HYROX Bangkok 2026, one of the world’s fastest-growing fitness race events and among the most anticipated sporting events in Thailand.”

Early-Morning Park Runs Drive Ride-Hailing Demand:

• Ride bookings to and from Bangkok’s major public parks—including Lumpini Park, Benjakitti Park, Chatuchak Park, and Nong Bon Sports Center—during the early morning hours (4:00–8:00 AM) increased by more than five times1. After-work fitness routines are also becoming increasingly popular, with ride bookings to gyms and fitness centres (5:00 – 8:00 PM) growing by 30% year-on-year2. 
• Outside Bangkok, the most popular public parks reached via Grab include Nong Buak Haad Public Park (Chiang Mai), Kaen Nakhon Lake (Khon Kaen), Bang Sai Municipal Park (Chonburi), Suan Luang Rama IX Park (Phuket), and Bung Ta Lua Royal Park (Nakhon Ratchasima). 
• Meanwhile, the latest BYD HYROX Bangkok 2026, held during 20 – 22 March, generated a 2.5 times3 increase in Grab ride bookings to BITEC Bangna compared to the previous edition, underscoring the growing popularity of fitness racing in Thailand. 

Healthier Eating Becomes the New Normal:

• Orders for beverages with reduced sugar levels (0–75% sweetness) increased by more than 50%4, with 0% sugar drinks emerging over 40%5 as the preferred choice among health-conscious consumers. Black coffee and clear matcha (both with 0% sugar) together recorded more than 10 million orders annually6, making them the most popular healthy beverages on the platform. 
• High-protein meals continue to gain traction, particularly dishes featuring chicken breast, which surpassed 3.3 million orders per year, representing over 30% growth. 
• Search behaviour also reflects the trend, with “salad,” “Greek yogurt,” and “clean food” generating a combined almost 1 million searches8 on the Grab app. 

Superfoods and Sports Nutrition Continue to Surge:

• Orders for sports nutrition products, including electrolyte drinks, energy gels and protein snacks, have grown rapidly, while ready-to-drink protein beverages exceeded 450,000 bottles sold annually, more than 3.5 times9 year-on-year. 
• Kale becomes Thailand’s most popular superfood purchased via GrabMart, with almost 80 tonnes ordered10 annually, followed by blueberries, valued for their antioxidants, and salmon, a rich source of protein and omega-3 fatty acids. 
• Among the most popular health-focused merchants on GrabMart are Bai Miang, Radiance and Veganerie, whose sales have grown more than tenfold11, reflecting rising consumer demand for one-stop destinations offering superfoods, clean eating products, low-calorie snacks and dietary supplements. 

To encourage healthier lifestyles, Grab is offering special promotions for health-conscious consumers. Users can use the code “HEALTHY” to receive 10% off (up to THB 100) on healthy food and beverage orders via GrabFood, and 10% off (up to THB 100) on health and wellness products purchased through GrabMart until 31 December 2026. Fitness enthusiasts attending BYD HYROX Bangkok 2026, taking place at the Queen Sirikit National Convention Center from 13 – 16 August 2026, can also enjoy 15% off Grab rides (up to THB 100; 2 times per user) to the event by using the promo code “HYROXRACE.”

1 Based on a comparison of ride-hailing usage volume between January – June 2026 and the corresponding period in 2025
2 Based on a comparison of ride-hailing usage volume to selected fitness centers and gyms (Cubic Fitness, BASE, ENCORE Training Club, Training Ground, RUSH Fitness, Win The Day Gym, and RYSE Arena) during Q2 2026 versus  the corresponding period in 2025.
3 Based on a comparison of ride-hailing usage volume to BITEC Bangna during March 20–22, 2026, and May 24–25, 2025.
4 Based on a comparison of GrabFood order volume between January – June 2026 and the corresponding period in 2025.
5  Based on GrabFood order volume from January – June 2026.
6  Based on GrabFood order volume from July 2025 – June 2026.
7 Based on a comparison of GrabFood order volume between January – June 2026 and the corresponding period in 2025
8   Based on Grab app search  volume  from January – June 2026.
9,10  Based on GrabMart order volume from  July 2025 – June 2026.
11 Based on comparison of GrabMart order volume between July 2025 – June 2026 and the corresponding period in 2024-2025.