David Saunders
The Deliveroo 100 has dropped, and for the first time, it’s not all burgers, burritos, and late-night regret. Nope — this year, retail has officially elbowed its way onto the menu.
The 2025 edition marks a first in the company’s nine-year history: non-food items joining the global trending list. That’s right — Deliveroo isn’t just bringing dinner to your door anymore. It’s bringing your life.
You could say it’s the year convenience officially went rogue. From Wilko fans flying off virtual shelves during July’s 35°C meltdown, to the Ann Summers Power Bullet Set buzzing into the UK’s top 30, Brits are now using Deliveroo for everything from heat relief to… well, a different kind of relief.
From Smash Burgers to Suncream
What used to be a food delivery app has quietly turned into Britain’s most unpredictable department store. Need cat litter, candles, or a paint roller? Add to cart. Forgot suncream before the one hot day of the year? Sorted. And if you fancy a bit of sparkle, jewellery sales spiked during Valentine’s week faster than Cupid could reload his quiver.
Here’s what’s topping the “Biggest Climbers” list in this year’s Deliveroo 100 — a snapshot of British life that’s equal parts practical and ridiculous:
| Rank | Item |
|---|---|
| 1 | Fans |
| 2 | Power Bullet |
| 3 | Cat Litter |
| 4 | Perfume |
| 5 | Face Masks |
| 6 | Paint Rollers |
| 7 | Candles |
| 8 | Charging Cables |
| 9 | Jewellery |
| 10 | Suncream |
Honestly, it’s like someone raided a Tesco aisle mid-existential crisis and decided to have it delivered.
“More Than a List” — Deliveroo’s Take
Deliveroo’s Vice President of Regional Growth, Jeff Wemyss, put it best — and with a straight face too: “Marking our ninth year, the Deliveroo 100 is more than a list – it’s a definitive snapshot of global cravings and consumer habits. This year’s list clearly shows the strong connection between communities and their beloved independent restaurants, which sit proudly alongside our favourite chains.
“We’re also seeing an evolution in the way people shop, with non-food orders rapidly growing across the UK. In today’s fast-paced world, convenience is a top priority, and we are committed to being the go-to for getting consumers what they need, exactly when they need it.
“Whether you’re ordering a hearty smash burger or perfectly ripe blueberries, Deliveroo has something for every need.”
A noble mission — especially for the platform now delivering everything from comfort food to candlelight.
Britain Takes the Global Crown
The 2025 Deliveroo 100 Report stretches across nine countries, but it’s the UK that’s taken the crown this time. London’s Papo’s Bagels claimed the number one trending order in the world, while 16 other UK favourites — from 7Bone’s Dirty Meal Deal to Planet Organic’s Seamoss Gel Gold — strutted onto the global stage.
So, while the rest of the world’s still figuring out what to order for dinner, Britain’s already adding power tools and pet supplies to the basket.
The Takeaway
After nine years, Deliveroo isn’t just the go-to for your post-gym protein bowl or 2 am pizza. It’s the modern-day corner shop on steroids — fast, flexible, and frighteningly addictive.
The Deliveroo 100 2025 doesn’t just tell us what people are eating; it tells us how they’re living. And judging by this year’s list, we’re living on impulse — one fan, one face mask, and one candle at a time.
Click here to explore local top ordering trends from the past 12 months — if you dare.
