Consumer expectations around delivery times are rising — and changing fast. The recent Consumer outlook: Guide to 2026 by market research firm NIQ makes it clear: anything slower than next-day fulfillment deters customers from purchasing.
Heightened expectations are pushing companies to aim for same-day deliveries to provide exceptional service. According to NIQ, the real opportunity now lies in growth driven by volume and purchase occasions. In practical terms, retailers and manufacturers need to create more buying opportunities and increase unit volumes while giving shoppers a sense of autonomy and control. Today’s consumers want to feel in charge of how and when they spend.
Source: NIQ 2025 Consumer Outlook survey
New demands, same need for trust
Even as delivery speed becomes more critical, it does not replace other priorities — it adds to them. In fact, 95% of consumers say that continuing to trust the brands they purchase from remains very or somewhat important. In recent years, simplicity, health, and waste reduction have become firmly established as purchasing drivers, shaping both initial buying decisions and long-term loyalty.
AI is adding a new layer to this landscape. While it boosts productivity, its real impact is on the customer experience. Faster, frictionless payments, accurate inventory, enhanced customer service, and personalized offers all contribute to a smoother journey. These improvements reinforce brand trust by showing customers they can rely on consistent, responsive service. At the same time, if another company offers greater convenience, shoppers remain open to switching. That creates a clear opening for retailers and manufacturers to prove they understand and can deliver on evolving customer needs.