Rapid grocery delivery apps create a new shopping occasion

Brian Carruthers

The growth of rapid grocery delivery services has given birth to a new shopping occasion: after the main shop and the top-up shop, there is now the ‘additional shop’.

For those who don’t use them, rapid grocery delivery apps might seem like a ludicrous indulgence. Make a proper shopping list before going to the supermarket, they say. Just pop round to your local shop to pick up anything you’re missing, they say. Well, that probably makes sense for many people, but not for everyone – and certainly not for everyone all of the time.

It’s no coincidence that such apps have made rapid inroads into the UK market over the past 18 months, coinciding with the COVID-19 pandemic and lockdowns, when a trip to any shop was frequently fraught...

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