Late-Night Demand Surges in Thailand as Grab Reports High Orders for Som Tum and Condoms

Brickinfo News Agency – Grab Thailand has revealed significant consumer insights regarding late-night usage patterns, noting a 20% increase in ride-hailing services during Friday and Saturday nights compared to weekdays. Data from the past year indicates that the period between 9:00 PM and 5:00 AM has become a vital timeframe for digital platform activity. Key highlights include the enduring popularity of “Som Tum Pu Pla Ra” as the top late-night meal, with over 200,000 orders annually, while condoms remain a high-demand emergency item, surpassing 300,000 units sold per year through the app’s delivery service.

According to the data, the “prime time” for night owls falls between 9:00 PM and midnight, accounting for nearly half of all nocturnal ride requests. This surge includes commuters returning home after late shifts and revelers heading to entertainment districts. Professional chauffeur services, such as GrabDriveYourCar, see peak demand after midnight, particularly in Bangkok’s nightlife hubs like Sukhumvit, Thong Lo-Ekkamai, and Ram Inthra, as users prioritize safety to avoid drinking and driving.

Panomkorn Jirasathitpong, Head of Marketing at Grab Thailand, stated that the night hours are now just as significant as daytime for digital platforms. He noted that the 24-hour service model caters to diverse groups, including students working on late assignments, night-shift employees, football fans, and partygoers. By analyzing these behaviors, the platform aims to better serve the specific demands of the urban “night owl” demographic and expand its customer base.

The trend extends beyond local residents to international tourists, particularly those from China, the United States, and the United Kingdom. Beyond airport transfers, foreign visitors frequently use the service to visit famous night spots such as Pattaya Walking Street, Bangla Road in Phuket, and the Chiang Mai Night Bazaar. On the retail front, tourists often purchase energy drinks late at night to sustain their activities or to combat jet lag.

Regarding food delivery, 70% of late-night GrabFood orders occur before midnight. While spicy papaya salad leads the rankings, other popular choices include street food staples like Hainanese chicken rice, burgers, and fried chicken. For beverages, Thai Tea is the most requested drink, with over 120,000 orders annually, followed by iced cocoa and green tea. In the grocery segment, mixers like soda and soft drinks are top sellers for home gatherings, alongside entertainment items like playing cards.

Emergency and essential items also see a spike in late-night orders. Beyond the high volume of condoms, the platform serves as a lifeline for “emergency” purchases such as mobile charging kits and even A4 paper, which is frequently ordered by students rushing to complete reports. To accommodate this ongoing demand, the platform has introduced a promotional campaign offering discounts for services used between 9:00 PM and 5:00 AM, effective until June 30, 2026.