Flipkart has recorded a 50 per cent year-on-year growth in its food and nutrition category, underscoring the rapid evolution of India’s digital food commerce as Gen Z consumers and shoppers from Tier 2 and Tier 3 markets drive demand for healthier, premium and discovery-led food products. The company said Tier 2+ markets now contribute 65 per cent of category demand, while Flipkart Minutes accounts for 25 per cent, highlighting the growing role of quick commerce in everyday grocery purchases. The marketplace said Gen Z registered 60 per cent annual growth, with protein oats, high-protein peanut butter, gourmet chocolates and protein muesli emerging as top-selling products.
Demand for Korean-flavoured snacks is also rising in urban centres, while searches for healthier alternatives such as cold-pressed oils, olive oils, authentic ghee, premium dry fruits and dates have surged 80 per cent over the past year. Men are increasingly buying nuts, chocolates and spreads, whereas women are driving sales of value-added tea, coffee and edible seeds. Commenting on the trend, NishantDalal, Vice President, Consumables (FMCG and General Merchandise), Flipkart, said food consumption in India is increasingly becoming an expression of wellness, identity and discovery, with digital commerce enabling consumers across metros and Bharat to access better food choices while creating growth opportunities for brands. In Guwahati, the findings indicate strong business potential for premium food brands, health-focused FMCG companies and quick commerce platforms in Assam.
As digital adoption continues to rise across the Northeast, Guwahati is emerging as an important growth market where consumers are increasingly embracing functional nutrition, premium kitchen staples and wellness-driven food purchases through e-commerce. The growth momentum was showcased at Flipkart Food Fest 3.0, which featured over 50 leading brands, more than 1,000 creators, celebrity chefs including Farah Khan, Chef KunalKapur and Chef RanveerBrar, over 10 product launches, and an in-app sale running from July 7 to 15 across Bharat.
