The rise of Q-commerce platforms such as Deliveroo is changing what UK grocery shoppers expect from supermarkets, with new research warning retailers risk falling behind on pricing, loyalty and in-store experience.

A study of 1,000 UK grocery shoppers from Pricer found that digital-first shopping habits are raising expectations around consistent pricing, personalised offers and real-time information across channels.

The research suggests that while rapid delivery platforms have built loyalty through convenience, integrated rewards and frictionless pricing, supermarkets are now under pressure to offer the same level of responsiveness in physical stores.

Pricer chief product officer Finn Wikander said: “Q-commerce is changing where people shop, but more importantly what they expect from every shopping experience.

“Shoppers are now used to personalised pricing, real-time promotions and seamless loyalty integration. They increasingly expect the same level of transparency and responsiveness when they walk into a physical store.”

The study found that 78 per cent of shoppers expect in-store prices to match online, while 79 per cent said consistent pricing helps drive loyalty.

Two-thirds of shoppers said they were frustrated by channel-exclusive deals, highlighting growing resistance to pricing strategies that differ between online and store.

Almost half of shoppers now check prices online while shopping in-store, with the behaviour more common among younger and higher-income consumers.

The research also found that 74 per cent of shoppers actively seek out discounts and promotions, underlining the continued importance of value as households remain under pressure from rising costs.

Wikander said Q-commerce had “normalised the idea that loyalty should be rewarded instantly and consistently”.

“Retailers can no longer treat pricing, promotions and loyalty as separate systems,” he added.

The findings point to a widening divide in grocery shopper behaviour. Price-sensitive customers are trading down, switching stores and chasing discounts, while younger and more affluent shoppers are placing greater value on convenience, personalisation and product transparency.

According to Pricer, 63 per cent of shoppers now visit multiple stores to secure better prices, while 69 per cent look for choice and variety, rising to 82 per cent among higher-income households.

Meanwhile, 31 per cent of consumers said they were shopping more at premium supermarkets, a trend driven largely by more affluent shoppers.

The research also highlighted growing demand for in-store technology that can replicate digital convenience. More than half of shoppers said they wanted real-time price comparisons at the shelf, while 49 per cent wanted personalised offers while shopping.

Some 41 per cent said they would like to see more digital signage in-store, and 25 per cent were interested in electronic shelf labels, rising to 36 per cent among younger shoppers and 34 per cent among high-income groups.

However, Pricer said adoption depends on retailers making the benefits clear, with 61 per cent of shoppers supporting in-store technology if it improves the experience and helps keep prices low.

Wikander said: “Retailers don’t need to become Q-commerce platforms.

“But they do need to bring the same immediacy, accuracy and relevance into the store.

“That’s where technologies like electronic shelf labels come in, enabling real-time pricing, consistent promotions and better communication at the shelf edge.”

Sign up here to get the latest grocery and food news each morning