IGD research: Gen Z puts quick commerce on the map as online grocery space fragments in the UK

The UK online grocery market is increasingly fragmented, with 63% of online shoppers now using multiple online sub‑channels, switching between them depending on the mission, according to IGD (Institute of Grocery Distribution) research.

This 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, 49% of those aged 18 to 24 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 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 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.

IGD’s analysis also identifies clear opportunities to grow basket value through quick commerce. One in five shoppers 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.

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, says: “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.”

2026 RTIH Innovation Awards

Quick commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.