While some rapid delivery firms have struggled in recent times, Uber Eats has revealed that the number of people in the UK who have placed a grocery order on its platform has nearly doubled over the last two years.
The firm noted that delivery app shoppers’ tastes are changing. Data from Uber Eats shows a growing number of ‘grocernauts’ – tech-savvy, time-poor shoppers who are ordering essentials through a delivery app – picked healthier food options compared with choices containing high sugar and salt content that came out top four years ago.
The research reveals that Monday evening between 6-7pm is peak time for ‘grocernauts’ reaching for their phones to order grocery items online – highlighting that people are increasingly moving away from one weekly shop and are relying on delivery apps to shop for fresh groceries when they need them. Uber Eats noted that in the last two years, 74% of grocery growth has been driven by the fresh produce category.
The insights come as Uber Eats introduces new products and features that it says will shape the future of grocery delivery in Europe, making it easier for people to shop for groceries.
This includes the launch of Courier Pick & Pack, a first in Europe for a delivery platform, where consumers are connected with an Uber Eats courier who will go into the supermarket directly, pick and pack their order and deliver to their doorstep. The user can engage with the Uber Eats courier in real time as they walk around the store, meaning they can discuss substitutions if items are out of stock and ask about personal preferences.
Susan Anderson, Uber’s Global Head of Uber Grocery and Retail, said: ‘It’s very clear that grocery shopping trends have fundamentally changed. Our busy lifestyles mean we physically go to the supermarket for a big shop less frequently and prefer to rely more on apps like Uber Eats to order fresh grocery ingredients when we want them.
“In the UK, the trend is fascinating in the way it reflects people’s desire to eat healthily – and their increasing familiarity with using our tech to make their lives easier. We’ve become a global leader in the field, and this is the reason why we are launching new products like Courier Pick & Pack, which we believe will change the way that people shop for groceries.”
Alongside Courier Pick & Pack, Uber is also launching a range of additional new features designed to help increase order accuracy and reliability for consumers, while making the experience for couriers more effortless.
This includes Active Order Adjustments, where the user can easily edit orders after they’ve been placed. Meanwhile, the launch of Aisle Indexing will mean couriers are shown each item’s exact aisle and shelf location so they can find it quicker.
Other new features include Smart Item Verification, which enables the user to see if the courier has selected an incorrect item and be shown what they need to look for in order to get the right item. Meanwhile, a Grocery Tips system supports new couriers by offering information about scenarios they encountered, such as difficulty in finding a requested item or how to properly scan a barcode.
The new features are rolling out in the UK, with countries across Europe to follow.
NAM Implications:
- If Uber Eats can make the money work…
- …especially with Courier Pick & Pack…
- …this will represent a radical change in the shopping process.
- At least worth a ‘what-if ‘ re implications for your brand if this takes off.
