Gig Economy in Consumer - Thematic Research

Gig Economy in Consumer - Thematic Research


This report provides an overview of how consumer goods companies are adapting to structural changes in employment. It looks at how particular industries have adapted to digitalization and other external influences such as on-demand behavior. Furthermore, the report assesses the impact that COVID-19 has had on how people work, and how companies can optimize their services to utilize freelancers.

The gig economy has affected many workers, particularly during the COVID-19 pandemic. Companies have had to adapt to meet new customer behaviors and disruptions to consumption occasions. FMCG companies and retailers can consider freelance workers as an innovation opportunity to overcome challenges of the growing on-demand economy.


  • The gig economy is a new way of working that has accelerated due to digitalization and the pandemic
  • Q-commerce (“quick commerce”) is sometimes used interchangeably with ‘on-demand delivery’ and combines the merits of ecommerce with innovations in last-mile delivery
  • The gig-economy model for pet care has disrupted a standing industry traditionally dominated by professional care operations like kennels
Reasons to Buy
  • Gain insight into the latest sub-trends around the gig economy.
  • Identify how this method of work can be used to better position your company.
  • Discover how rapid enforced changes over the past year will influence consumer reactions.

  • Executive summary
  • Thematic briefing
    • Defining the gig economy
    • The scope of the gig economy within the consumer goods industry
    • Emerging business models
  • Trends
    • Consumer trends
      • Table Consumer trends
    • Macroeconomic trends
      • Table Macroeconomic trends
    • Regulatory trends
      • Table Regulatory trends
  • Industry analysis
    • Market size and growth forecasts
      • Table Figure 1: The number of users on Uber's platforms also reflect the impact of COVID-19
    • Use cases
      • Table Figure 2: Walmart aims to help workers with financial wellness
      • Walmart helps workers with financial wellness to end the cycle of payday loans
      • UpWork co-founds relief fund to help gig workers during the pandemic
      • Wag! connects clients to skilled dog care freelancers
        • Table Figure 3: Talent platforms for pet care exemplify the diversity of freelance work
      • The Glam app offers on-demand beauty services – straight to your door
        • Table Figure 4: This personal care app cuts out the salon middleman
    • Mergers and acquisitions
      • Table Mergers and acquisitions
    • Timeline
      • Table Figure 5: The gig economy story
  • Value chain
    • Table Figure 6: The gig economy value chain
    • Consumer drivers
      • Full time flexibility
      • Income top-up
    • Brand and product attributes
      • Short term commitments
      • Ad-hoc hours
  • Companies
    • Public companies
      • Table Public companies
    • Private companies
      • Table Private companies
  • Glossary
    • Table Glossary
  • Further reading
    • GlobalData reports
      • Table GlobalData reports
  • References
  • Our thematic research methodology
    • Table Figure 7: Our five-step approach for generating a sector scorecard
  • About GlobalData
  • Contact Us

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