The report states that brands that concentrate demand across fewer, high-velocity SKUs benefit from stronger inventory turns, better search visibility
Highlighting that Blinkit’s protein and sports supplements category is dominated by three brands, a report has revealed that The Whole Truth, Optimum Nutrition, MuscleBlaze control 57 per cent of total category sales.
Datum Intelligence, in a report, highlighted The Whole Truth controls 21 per cent market share and Optimum Nutrition accounts for 20 per cent market share. MuscleBlaze also makes up for 16 per cent market share. The remaining 43 per cent is fragmented across emerging clean-label brands (22 per cent collectively) and a long tail of niche players (10 per cent grouped as others).
Despite offering 18 stock-keeping units (SKUs), BeastLife captures minimal share. MuscleBlaze lists 16 SKUs and commands 16 per cent share. On the other hand, Optimum Nutrition achieves 20 per cent share with just 9 SKUs demonstrating that portfolio efficiency, not breadth, drives category performance in quick commerce.
The report further emphasised that this pattern reveals a fundamental truth about quick commerce buying behaviour. Now, consumers arrive with intent, not to browse. In a channel optimised for speed, decision fatigue is costly, it said.
“Brands that concentrate demand across fewer, high-velocity SKUs benefit from stronger inventory turns, better search visibility, and clearer brand recall,” the report pointed out.
The top products overwhelmingly come from premium whey formulations, a sign that Blinkit’s protein customers skew urban, fitness-focused, and quality-oriented, prioritising proven results over price elasticity. The report mentioned that in a category where efficacy and safety are paramount, consumers default to brands with established reputations. Quick commerce accelerates this lock-in by reducing repurchase friction to near-zero.
For emerging players, the pathway to share gains lies not in mass-market appeal but in precisely defined niches whether clean-label positioning, Ayurvedic formulations, or budget-conscious offerings, the report further highlighted.
