According to a report in the Economic Times, fast delivery services have changed consumer buying behavior since people purchase fast-moving goods of daily life faster and more in number than ever before. This has compelled retailers to change the way goods are delivered to consumers. Officials of FMCG companies and experts explained that the change came due to rapid e-commerce that ensures customers get essential items quickly and from the comfort of their homes. Chains like Blinkit and Zepto claim to offer delivery within 10 minutes.

Research firm Kantar has released consumer spending trends data for this month, stating that Indians are purchasing FMCG products an average of 156 times a year, once every 56 hours. This number has almost doubled in five years, according to FMCG industry officials, when Indians used to buy FMCG products 80 to 90 times a year. According to Kantar, the number of FMCG packs purchased per quarter during the last four quarters ranged between 199 and 202.

Online delivery services are taking a toll on retail stores. This is because the latter are extending their reach out to customers. Reliance Retail and Spencer’s are getting online orders and reducing delivery time. On the other side, e-commerce giant Amazon has been trying to fulfill orders quickly, while Flipkart has launched its own quick commerce service.

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According to Krishnarao Budh, Senior Category Head—Marketing, Parle Products, “The size of the monthly grocery shopping basket is getting smaller every year as consumers are buying as per their requirement because of the convenience of quick commerce and other e-commerce platforms, and reducing delivery time by retailers.” He added that shopping trips or orders for FMCG products have risen by 15-20% year on year.

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