‘Ultra-Convenient’ Deliveries Now Indispensable to UK

Two years since lockdowns started in the UK and trends of ‘ultra-convenience’ has skyrocketed. During the pandemic, many more UK customers shifted to order their takeaway meals and groceries online to avoid risking their health at a physical store. However, customers now seem to enjoy the shift to online ordering as physical restrictions at stores have been removed and the orders keep on coming.

Consumer Analyst, Ramsey Baghdadi, remarked: “In the UK, we have seen peoples’ lifestyles change from ‘on-the-go’ to ‘home-centric’ within the short span of two years. This has transformed the meaning of ‘convenience.’

2021 survey in the UK showed that 56% of people consistently purchased their groceries online throughout all of 2021 and many customers now expect groceries and takeaways to arrive within 15-20 minutes. The growing trend of ultra-convenience is reflecting consumers' value for time and these rapid technological advancements in online ordering and food delivery have shown customers just how much time they can save.

"E-commerce has become an indispensable feature of the fast-moving consumer goods (FMCG) landscape in post-pandemic conditions and will become paramount in the years to come," Baghdadi added.

FMCG brands should look to enter partnerships with Q-commerce (quick commerce) channels to maximize their exposure to convenience-seeking consumers. Brands should take into consideration the best and most lasting ways to engage with consumers, and innovative models such as Q-commerce can help achieve exactly that.

“One exciting thing of note is that FMCG companies are beginning to sell directly to customers (D2C), rather than working with food aggregators. For example, BrewDog is piloting a D2C approach in the UK by partnering with delivery services such as Jiffy."

"Further, multiple ‘dark kitchen’ services—such as Gorillas and Getir, whereby outlets are without a storefront and only offer take-away and online delivery services through digital orders — are growing rapidly, especially in urban areas."