More buyers click on Q-commerce e-cart

MUMBAI: Quick commerce, which grew rapidly during the pandemic and continues to see increased adoption, has witnessed a gradual shift in consumer behaviour and buying patterns.
Data shared by delivery services firm Dunzo reveals that, while early adopters in the age brackets 20-27 years and 28-35 years took to Q-commerce services easily for its convenient and time-saving features, those aged 36-50 are also gradually adopting it (see graphic).
The age group of 20-27 is tech-savvy and opts for services that help them easily access food items they crave for or suddenly require. This group usually comes onto the platform for their unplanned purchases and ends up buying more frequently. They do not have an elaborate grocery list and usually order to satiate snack cravings, after-food knick-knacks, desserts or beverages, according to Dunzo’s insights.

Users in the 28-35 age group, who are mostly married and without kids, are juggling between work and home. There is paucity of time for working professionals and hence they want to opt for online grocery shopping since they can quickly and conveniently get a wide assortment of groceries they require without having to plan too much in advance.
For those aged 36-45, word of mouth from workplace peers and friends drives trial. For the 45+, their children are teaching them how to navigate through these platforms to get their essentials delivered to them without having to step out of their homes. Dunzo VP (category & growth) Mrunmayi Oke said, “While early adoption happened with a younger demographic, we saw more people across age groups enter the online delivery universe subsequently. This shows a gradual shift in consumer behaviour and buying patterns, that is, indexing for convenience, price and easy accessibility to a wide product selection.”
Oke added, “Users falling in the category of 36-50 years usually live with the elderly and kids and therefore go for nutritious options that have health benefits and are tasty as well. They have a planned list of groceries and make planned bulk purchases since they stock up on groceries during the beginning of the month and then place orders regularly for the fresh categories, like dairy, fruits and vegetables only.”
Gits Food Products director (sales & marketing) Sahil Gilani said the company looks forward to Q-commerce-first product launches and pack sizes. “On Q-commerce platforms, there is a clear preference of ready-to-eat over ready-to-cook. For example, Gits Gulab Jamun cooking mix is our highest seller across traditional and modern trade channels. But on Q-commerce, our ‘Open & Eat Gulab Jamun’ tins outsell the mix by a huge margin. E-commerce and Q-commerce product preferences are similar as consumer demographics overlap. Lines between these two platforms will blur for FMCG/grocery retail in the future,” said Gilani.
A Nestle India spokesperson said e-commerce penetration continues to accelerate in India and is rapidly evolving, and the firm has seen Q-commerce gain significant growth within the ecosystem, especially in the top eight mega cities — Delhi, Mumbai, Bangalore, Hyderabad, Ahmedabad, Chennai, Kolkata and Pune. The spokesperson said brands such as Maggi, Nescafe and KitKat have seen strong acceptance of Q-commerce.
“Considering the convenience and on-demand nature of the model, we have observed high salience of categories such as dairy, as well as impulse and on-the-go products such as ready-to-drink beverages and confectionery among millennials. Q-commerce shoppers are buying more frequently with smaller bill sizes as compared to planned channels of online shopping,” added the Nestle spokesperson.
Oke of Dunzo said what started off as a necessity during the pandemic has become a habit with most customers, who are increasingly relying on online delivery services for their monthly household shopping. “From the trends we’ve observed, daily needs like milk, fruits & vegetables, and meat see constant and largest need among users. In addition to that, seasonal produce and festival purchases lead to a demand uptick,” he said.
The demand for Q-commerce services, however, is prone to seasonal changes. “With the onset of the festive season since Raksha Bandhan in August, we expect a lot more festive buying, and strong growth in demand. Our focus will be to give our customers a seamless shopping experience with a wide selection of items, great offers and deals. With this festive season, we’re optimising our assortment and inventory to provide more choices for our customers to make their celebrations seamless and memorable. We have seen a good spike in demand during festive days across all major metros. For example, on Ganesh Chaturthi, we saw a significant increase in orders across cities. For Diwali, we should expect a spike in NCR, western cities such as Mumbai & Pune, and Bangalore as that’s where it’s celebrated with great zeal,” said Oke.
The buying patterns of consumers also depend on their lifestyle and dietary habits. For instance, individuals living alone or with friends prefer affordable, ready-to-eat options for their orders, while married individuals without kids are more inclined towards exotic options, superfoods, etc.

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