The Co-op is launching a 24-hour online grocery delivery service for shoppers in city centre stores as it looks to respond to the growing demand for rapid delivery.

The scheme launches this month in Leeds, London and Manchester stores where there is strong online grocery demand at non-traditional times, with stores selected based on the local demographic, the concentration of delivery driver availability, and where stores are already staffed around the clock for replenishment purposes.

Groceries will be delivered through the convenience retailer’s ecommerce partners Deliveroo, Just Eat and Uber Eats.

In addition to the 24-hour service, Co-op has also extended its online availability in more than 1,600 stores within the store’s existing opening hours, allowing more customers to shop later in the evening.

The move looks to support its growth ambitions of reaching more than one-third share of the quick commerce market.

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The changes come as new research from Co-op found that over 40% of quick commerce shoppers would use an 11pm to 5am delivery service if available, with the figure rising to almost one in two consumers aged between 18 to 44.

The service is most popular for 52.3% of Gen Z shoppers aged 18 to 24.

Co-op ecommerce director Chris Conway 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.”

The grocery retailer now estimates that more than 80% of the UK population has access to its groceries, either through its own online shop or through its delivery partners.