The on-demand revolution is accelerating, as new research from Just Eat Takeaway.com and PA Consulting reveals growing demand for control in an increasingly chaotic world.
Based on a survey of 3,000 consumers across the UK, Germany, and Canada, the findings show that 90% of people now rank personal control over their time and lifestyle as a top priority – on par with financial security and mental wellbeing.
Convenience is no longer just a nice-to-have – it’s a lifeline for consumers. Two in three (UK: 72%, DE: 64%, CA: 69%) say being able to get the products they need in under an hour helps them “take back control” of their lives. Whether it’s baby care, pet food or electronics, consumers are increasingly turning to rapid delivery to simplify their lives.
The research also highlights a broader shift. 84% are actively craving moments to themselves, while 80% find comfort and stability at home. Nearly three-quarters (70%) say shopping via on-demand platforms makes staying home more enjoyable, offering privacy, ease, and control.
For retailers, the message is clear: speed and flexibility matter more than ever. With three in five consumers (UK: 61%, DE: 50%, CA: 63%) saying life feels like a constant juggling act, brands that can meet real-time needs and remove friction from everyday errands are best placed to win customer loyalty and drive growth.
This demand for control is resonating across all corners of retail:
- Grocery: Two in three consumers are likely to order groceries for on-demand delivery in the next 12 months
- Gifting: 67% of ‘Speed Seekers’ said they are likely to spend more on flowers/gifting if they can get it rapidly delivered.
- Pharmacy and self-care: 72% of Speed Seekers say on-demand will give more privacy and discretion in ordering the items they need.
- Pet care: 65% of pet owners say they’ve felt guilty when they have ran out of their pet’s favourite food or treats when they needed it most.
- DIY: 79% of DIYers are open to buying DIY products and supplies via on-demand
- Electronics: Half have needed tech urgently (e.g. headphones, power bank) when about to travel or on a trip
- Beauty: 59% of beauty buyers have felt the rush to find a perfect make-up or beauty item to complete their look
- Sexual wellness: Almost half of millennials say on-demand access to sexual wellness or sensitive personal care items will help them feel more in control
This shift is already playing out in real demand: in the past 12 months alone, Just Eat has delivered over half a million roses, 68K pregnancy tests and 1.8 million pet care orders.
Guido Fambach, EVP of sales at Just Eat Takeaway.com, commented: “Our latest research provides our partners with a roadmap to success. It reveals the emotional drivers behind consumer behaviour, confirming that consumers are using on-demand services to reclaim control and simplify their lives. At Just Eat Takeaway.com, we’re proud to be at the forefront of this new reality, helping our customers navigate their busy lives with an expanded product offering that goes well beyond food. Through propositions like JET Go, our logistics as a service solution for brands, we’re also empowering our retail partners with the tech products and logistics services to support their growth acceleration. This white paper is essential for any retailer looking to unlock new opportunities and build stronger connections with their customers.”
Frazer Bennett, chief innovation officer, PA Consulting says: “In a world where consumers are navigating overlapping financial, societal, and technological pressures, the desire to reclaim control has never been stronger. Our latest research shows that on-demand services are evolving far beyond convenience – they’re becoming a vital tool for enabling spontaneity, nurturing real-world connections, and helping people feel more in control of their lives. The opportunity for retailers to keep up with these shifting trends and show up in the right moments means understanding what’s really driving decisions, and being available to empower consumers to live more freely and authentically in the moment.”
