The research, by digital and data specialist TWC, found that 51% of those asked found the idea of delivery in half an hour appealing, which rose to 69% for Londoners.

TWC believes the reasons for this difference include London already having more rapid delivery services than anywhere else in the country, as well as the capital’s high proportion of working people, which means they are more likely to need quicker deliveries.

Consumer awareness of individual delivery firms was highest nationally for Getir and Gorillas, at 17%. Within London, Gorillas was best known (46% awareness), followed by Getir at 41%.

The main reasons consumers cited for using rapid delivery firms were that:

  • The shops are too far away (42%)
  • The shops are closed (35%)
  • Not having to wait long for delivery (35%)
  • Bad weather discouraging consumers from leaving the house (28%).

Consumers reported that they typically spend more than £20 on each delivery.

This is more than double the average basket figure for when they visit a convenience store and reflects the willingness to pay a premium for delivery, the report says.

Sarah Coleman, communications director at TWC, said: “We are seeing really high levels of consumer interest in rapid delivery of grocery and there is strong evidence that these services attract a different consumer from traditional convenience stores, as well as driving bigger baskets.

“That said, these services boomed during the pandemic when demand was incredibly high, with many people isolating and lots of shops and services unable to open.

“Now the world is opening up again, plus the macro-economic climate is challenging, which means investors in rapid delivery are looking for sustainable, long-term business models and consequently we are seeing consolidation and scaling back of some operations.”

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