To mark that it has been two years since the UK first entered lockdowns, Ramsey Baghdadi, Consumer Analyst at GlobalData, a leading data and analytics company, highlights the impact of the ‘ultra-convenience’ trend now and going forwards:

“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’.

“During the pandemic, more UK customers turned to ordering groceries and takeaway meals online to avoid risking their health at physical stores. However, people now seem to have a taste for it, as the orders keep on coming despite restrictions at physical stores being removed. A survey by GlobalData shows that people consistently purchased groceries online throughout 2021, with an average of 56%.

“This demand is consistently growing due to the ultra-convenience trend, where people expect their groceries to arrive within 15-20 mins.

“Time is the most precious of commodities, and the rapid technological advancements seen in online ordering and food delivery have shown customers just how much time they can save. Ecommerce 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.

“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.

“FMCG brands should enter partnerships with Q-commerce channels to maximize exposure to convenience-seeking consumers. Brands should consider the best and lasting ways to engage with consumers, and innovative models such as Q-commerce can achieve exactly that.”