Gen Z pushes quick commerce into mainstream as online grocery fragments

The research also highlights the growing influence of younger shoppers as Gen Z drives use of quick commerce and social commerce.

Based on a survey of 2,000 UK shoppers in Q1 2026, almost half of shoppers aged 18 to 24 (49%) said they had used quick commerce in the last four weeks, compared to only 5% of over-65s. Social commerce, meanwhile, plays a significant role in discovery, particularly for vitamins and supplements where 88% of social commerce shoppers research them on social platforms.

Quick commerce shifts from occasional use to habit

Quick commerce is no longer confined to last-minute or emergency purchases. IGD’s findings show it is becoming more habitual, with usage increasing both in reach and frequency. Half of quick commerce shoppers (50%) say they return to the same apps when placing orders, signalling emerging platform loyalty.

Usage is also becoming more routine. Weekly use of quick commerce has increased from 27% in Q4 2024 to 33% in Q1 2026. While monthly use remains the most common cadence, the rise in weekly usage highlights headroom to drive higher frequency.

Unlocking incremental grocery spend

IGD’s analysis also identifies clear opportunities to grow basket value through quick commerce. One in five shoppers (21%) who purchase takeaway via quick commerce also add grocery items to their basket, turning food-for-now occasions into broader grocery missions.

This behaviour is most pronounced among younger and more affluent shoppers, with higher-income households significantly more likely to combine foodservice and grocery purchases in a single order.

Price and quality still matter most

Despite the proliferation of online options, the fundamentals remain critical across online grocery. Price and quality are the two most important factors influencing where shoppers buy online.

In quick commerce specifically, price ranks as the most important driver of choice, reflecting sensitivity to delivery fees and the growing importance of promotions, member pricing and loyalty schemes in supporting repeat usage.

Delivery speed remains important to the quick commerce proposition, but the cost of delivery is a stronger driver of choice, reinforcing the need for retailers to communicate value rather than speed alone.

Rosie Young, Insight Analyst at IGD, said: “Online grocery is fragmenting into distinct roles, with shoppers moving between sub-channels based on need rather than loyalty to a single route. Competing successfully will depend on delivering value and relevance wherever that shop happens.” The findings come from IGD’s ShopperVista reports, ‘How to win with shoppers online’ and ‘Quick commerce: delivering for shoppers’, which examine how UK shopper behaviours are evolving across multiple sub‑channels.

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3. IGD brings together stakeholders from across the food system, fostering action across on critical challenges across a broad cross section of forums. Through evidence-based insights, credible research, and thought leadership, IGD guides businesses to make informed decisions that not only benefit their operations but also contribute to the collective good of society. As a charity with a long-standing commitment to the food and grocery industry, IGD does not advocate for any single commercial interest but works towards fostering alignment on shared goals that can have a positive, lasting impact on both the industry and the communities it serves. Its neutrality and impartiality are key to its role in facilitating collaboration, whether through policy development or addressing emerging risks and opportunities. By staying connected to the changing dynamics of the world, IGD ensures that the food system remains robust and sustainable, creating tangible benefits for businesses, consumers and society.