Grab Targets Thai Boomers and Gen Alpha: Securing Market Dominance
Bangkok—Ride-hailing and delivery giant Grab aims to expand its reach in Thailand by targeting Gen Alpha and Baby Boomers, while solidifying its market dominance, according to newly appointed country head, Chantsuda Thananitayaudom. This strategy is a key component of Grab’s “Lead with Purpose” 2025 vision, prioritizing sustainability, market expansion, affordability, customer retention, and technological innovation.
Grab currently holds a substantial 46% share of Thailand’s US$4.2 billion on-demand services market (based on gross merchandise value), according to research firm Momentum Works. This makes Thailand Grab’s second-largest market, highlighting its strategic importance. Competitors include Lineman (40%), ShopeeFood (7%), Foodpanda (5%), and Robinhood (2%). Ms. Thananitayaudom emphasized Grab’s commitment to maintaining market leadership and driving further growth.
To reach new demographics, Grab is introducing family-centric features, simplifying ride booking for family members less familiar with the app. This improves accessibility for both younger and older generations. Grab is also sponsoring major events and festivals to increase brand visibility among international tourists.
Grab is also focusing on affordability and accessibility. The company is experiencing significant growth in its budget-friendly options, GrabCar Saver and GrabBike Saver, and plans to expand these services nationwide. GrabCar Saver has seen a five-fold increase, and GrabBike Saver a four-fold increase in major urban centers.
In food delivery, Grab will continue its popular “Hot Deals” campaigns, offering time-specific discounts. Supporting merchant partners remains a priority, with a loan program for medium-sized businesses offering a maximum of 10 million baht. Ms. Thananitayaudom highlighted the profitability of Grab’s financial services arm, emphasizing its potential to strengthen the ecosystem and leverage rider and merchant data. While mobility and delivery remain core revenue drivers, business-to-business advertising is experiencing significant growth, with an 80% increase in clients, primarily from the banking, cosmetics, and electronics sectors.
Grab’s commitment to sustainability is demonstrated by its electric vehicle (EV) program, facilitating the adoption of over 10,000 EVs. A regional partnership with BYD aims to expand access to up to 50,000 BYD EVs across Southeast Asia, including Thailand. A “Drive-to-Own” program with attractive financing (including zero down payment and daily installments) incentivizes EV adoption. Grab is also exploring initiatives to reduce food waste.
Future initiatives include piloting advanced airport pickup booking in Phuket (linking rides to flight schedules), with broader rollout planned for 2025. GrabExecutive, a premium limousine service, is also in development.
Grab’s economic impact is substantial. A Thailand Development Research Institute study estimated that Grab’s 2023 activities contributed 179 billion baht to the Thai economy (1% of GDP). With a consistent average order value of 200 baht (and higher group orders reaching 600 baht in business areas), Grab remains optimistic about future growth, particularly given the on-demand service sector’s relative resilience to economic fluctuations. Grab’s multifaceted strategy demonstrates a strong commitment to expanding its influence across Thai society.
