It’s a difficult time for consumers, who face financial and societal pressures, as well as breakneck technological change – including the permeation of AI into their already tech-saturated lives. In this unpredictable environment, consumers want to take back control. And on-demand services can help people to navigate stress, fatigue and overwhelm, says Frazer Bennett, Chief Innovation Officer, PA Consulting.

In Europe, on-demand grocery orders are predicted to grow by 7% year-on-year, reaching a market volume of £17.5billion by 2030. In our latest research commissioned by Just Eat Takeaway.com, we explore how on-demand retail delivery is expanding to meet consumers’ nuanced needs, offering empowerment, spontaneity and connection.

But what do consumers really want from on-demand services?

Taking control

Our survey of 3,000 consumers, we identified a segment of early adopters who had ordered on-demand in the last six months. Across all respondents, control emerges as a top priority. The overwhelming majority (90%) say having more control over their time, choices and lifestyle is just as important as financial security, shelter, and mental health.  

Building on our previous research, our latest findings show that on-demand is influencing other aspects of retail too. And the desire for speed, convenience and seamless access have only intensified.

Far more than just these three things, on-demand inspires meaningful in-person relationships, more balance, spontaneity and authenticity. So, what does this mean for retailers, and what role could on-demand delivery play in meeting consumer needs? 

Introducing ‘need spaces’   

‘Need spaces’ refer to the emotional and functional motivations that arise for a consumer, depending on their unique, and often time-dependent, context.

By understanding and tapping into the motivations that matter in that context, retailers can tailor services to meet a consumer’s needs, building trust and loyalty. Our research identifies five core ‘need spaces’ and outlines where on-demand has a role to play in addressing each of them.. 

The new fundamentals 

Our research reveals that, in a turbulent and demanding world, consumers fundamentally want privacy, comfort and a sense of control within their homes.

When ordering items, 72% of respondents who’ve used on-demand in the past six months (‘Speed Seekers’) say on-demand offers more privacy and discretion. On-demand delivery provides discreet access to everyday essentials, maintaining wellbeing and personal dignity.  

Unplugged connection 

Eight in 10 (81%) say small thoughtful gestures help them feel connected to the people they care about. And 76% say they increasingly value real-life experiences in a world where we spend so much time online.

These results show that in a world saturated with screens and digital interactions, people long for genuine, real-life experiences.

On-demand delivery services power these spontaneous gestures, fostering deeper emotional connections and shared moments. 

Reclaiming balance 

Overwhelm and burnout are becoming universal. Three in five say life is so busy, it’s a constant juggling act to keep on top of everything.

On-demand services offer practical support during stressful times, helping individuals to ease the mental load and regain a sense of balance.  

Raising the bar 

Personal development is a growing priority for people. Almost eight in 10 (79%) say trying new things and developing new skills is a top priority for them. But the time available to invest in this development is often limited.

Meanwhile, social media and perfection culture perpetuate the need to present a perfect life, intensifying the pressure to ‘keep up’.

By saving time on routine tasks, on-demand delivery allows consumers to dedicate more energy to hobbies, learning, and self-improvement.  

Unleashing the true you 

The final need space circles back to authenticity. Expressing one’s true self and personality remains a top priority, with 86% of respondents saying these things are important to them right now.

On-demand services empower spontaneity, enabling people to express themselves freely, and embrace their individuality. Inspiring and expressing the true you sit at the heart of on-demand.

The same desire for connection and control characterised the responses of our recent Brand Impact Index study, underpinning consumer engagement and loyalty. It’s these meaningful moments that make all the difference.  

What actions can retailers take now?  

The influence of need spaces on retailers is segment-dependent. Across the board, however, retailers can make the most of these emerging need spaces by, first and foremost, getting closer to customers’ emotional drivers.

This means uncovering the emotional context behind real-world behaviours, helping to build closeness, comfort and connection.

Retailers also need to build for what’s next, designing responsive operating models that flex with shifting expectations.

Importantly, they should innovate with purpose, looking beyond launch to design systems and propositions that align with evolving customer values. In practice, this includes rapid prototyping, testing, and scaling – ensuring customer strategies stay relevant, responsible, and ready for the future.