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’.

Why it matters

Brands need to be discerning and understand which shopping missions are worth owning. Winning a rapid grocery order is one thing, but think too about the logistics, the partnerships, the commercial deals that have to be set up.

Takeaways

• Rapid grocery delivery is less about indulgence than essentials: fresh and frozen food and store cupboard essentials dominate orders.
• When orders are placed, it’s more about need state rather...