Convenience store chain Co-op has become the UK's first grocery store to offer around the clock home deliveries, launching in three city centre locations this month - London, Leeds and Manchester.
The move comes in response to growing demand for increased access to quick commerce grocery delivery services from consumers such as shift workers, parents of young families and late-night revellers requiring top-ups to keep their gatherings going.
New research from Co-op, the UK's number one q-comm - Q-commerce, a form of e-commerce focused on rapid delivery - store across all major platforms, shows that over 40% of q-comm shoppers would use a 11pm to 5am delivery service if available. This figure rises to around almost one in two consumers aged between 18-44, with the service most popular for Gen Z shoppers aged 18-24 (52.3%) who are most likely to use the 24hr service.
Further data from Co-op's research suggested that those in London were most likely to use the round-the-clock service (55.2%) with the data suggesting that those in Wales were least likely (26.47%). An estimated six million UK adults believe the main reason they would use the extended service was due to their work pattern or shift.
Chris Conway, Co-op ecommerce director, said: "Meeting the needs of our member-owners and customers is at the heart of our approach and is aligned to our strategy to grow our share of the quick commerce market through both our own online shop and, strategic partners.
"We focus on ease, speed and convenience from our local stores, which are well placed in the heart of communities. Societal behaviours including changing lifestyles and shift working is increasing the requirement for online groceries to be delivered quickly and conveniently at non-traditional times of the day."
Groceries will be delivered through the convenience retailer's ecommerce partners Deliveroo, Just Eat and Uber Eats.