Flipkart on Thursday announced a 50 per cent year-on-year growth in its food and nutrition category, driven by rising demand from Gen Z consumers and shoppers in Tier 2 and Tier 3 markets. The company said these markets now contribute 65 per cent of overall category demand, while Flipkart Minutes accounts for 25 per cent, underscoring the growing role of quick commerce in India’s evolving food retail sector. The announcement was made during Flipkart Food Fest 3.0, which brought together more than 50 leading food and beverage brands, over 1,000 creators and influencers, celebrity chefs, entertainers and featured over 10 new product launches.
Flipkart said Gen Z recorded 60 per cent year-on-year growth, with protein oats, high-protein peanut butter, protein muesli and gourmet chocolates emerging among the fastest-growing categories. Demand for Korean-flavoured snacks is also increasing, while searches for healthier products such as cold-pressed oils, olive oils, authentic ghee, premium dry fruits and dates have risen 80 per cent over the past year. Vice President (Consumables) NishantDalal said food choices are increasingly being influenced by wellness, digital discovery and changing lifestyles, enabling consumers across metros and Bharat to access a wider range of products.
The company’s growth trends are expected to create opportunities in markets such as Howrah, where rising internet penetration, expanding e-commerce adoption and improving delivery networks are encouraging consumers to shift towards premium groceries and nutrition-focused products. Industry participants believe the city’s proximity to Kolkata and its growing base of digitally connected households position it as an emerging market for branded food and wellness products, in line with broader national consumption trends.Flipkart said its Food Fest began with on-ground events on July 7 and 8 and will continue through an in-app sale until July 15, featuring curated collections, limited-time offers and new product launches from leading FMCG companies and emerging direct-to-consumer brands.
