Everyday Convenience: On-demand shopping set to grow as public prioritises speed and ease

By Carlos Hernandez, Global Head of Grocery & Retail, Just Eat Takeaway.com

The on-demand delivery industry is showing no signs of slowing down, with the grocery-only market predicted to be worth $16.5bn by 2029. The grocery sector is one rich in choice; customers can pick between a weekly shop, a takeaway meal kit, on-demand groceries or a trip to the local shop.

We’ve commissioned research that shows the extent of this trend towards everyday convenience. Alongside PA Consulting, our research of 4,000 European customers shows that this is not simply a trend, it’s a societal shift fuelled by a generation accustomed to instant gratification and convenience, with speedy deliveries no longer a luxury, but an expectation. Consider the change in entertainment consumption – just a few years ago, the idea of instantly streaming a movie was unimaginable. Now, it’s a commonplace expectation, with platforms like Netflix leading the charge. This desire for immediacy extends across industries, and we’re no exception.

One in four of those surveyed in our research said they struggle to find the items they want when shopping in-store, while half said long checkout queues frustrate their shopping experience. As many as one in five experience sensory overload when shopping in-store. On-demand delivery eliminates these pain points and makes life easier for customers.

Convenience is expected to remain a priority, especially for younger generations, who have come to expect cashless, immediate, hyper-personalised retail interactions, and products and experiences formulated specifically for them. This calls for different delivery channels and new ways to connect. The shift is profound, but by blending immediacy of delivery with new technology, we’ll start to uncover a new future for retail experiences.

Three quarters of people who have ordered on-demand groceries in the past believe it will become a part of our daily lives. Two in three early adopters of on-demand delivery agree that rapid grocery delivery has transformed their shopping, allowing them to order as needed. Even those who have never used online grocery delivery are keen to start – in the UK, those who haven’t ordered before are more likely to opt to order groceries online over a meal kit.

What’s driving consumer shifts to on-demand delivery? It depends where you are. Spaniards are more likely to order on-demand groceries for a special event, whereas more than half of Germans are interested in ordering Pharmacy and Health products to their doors. The Dutch showed particular interest in pet care items as a future interest for delivery.

The sector is crying out for solutions that prioritise convenience - that means time, reliability, and, as our research shows, choice above all else. This is something we already cater to - our model offers more than 10,000 lines from multiple brands and stores.

With over 46,000 retail partners globally, we continue to grow each year, bringing greater choice, value and convenience to consumers. For example, in the UK, we’ve increased the number of retail sites listed on the app more than fourfold in just two years. We’ve seen huge growth in our logistics offering over the last few years. This means we’re well positioned to meet evolving expectations around on-demand convenience by being able to deliver whatever our customers want, whenever they need it, within 20 minutes.

Alongside this, we continue to invest in our technology to improve customer experience and to keep our platform future-proof. This includes rolling out features to make the ordering journey as convenient as possible, such as giving customers the option to substitute a replacement item that may not be available when placing a grocery order. We’ve also made it easier to find retail and grocery options on our homepage, so customers can better navigate to the category they are looking for.

All of this is underpinned by the research we’re releasing today in partnership with PA Consulting. On demand delivery is redefining convenience, it is now a part of our day-to-day lives, and Just Eat Takeaway.com is well positioned to meet evolving expectations in this space. Alongside this, we continue to expand the categories we have on the platform, whether that be pet care, pharma, toys or flowers. So whatever it is that a customer may need for quick delivery, we’ll be here to deliver for you.