A report notes that 4700BC and Act II control around 99 per cent of sales, leaving virtually no competitive long tail
Popcorn category on quick commerce platform Blinkit has rapidly consolidated into a two-brand market, with 4700BC and Act II controlling around 99 per cent of sales, leaving virtually no competitive long tail, a report showed.
Datum Intelligence, in a report, noted that this level of concentration signals a category that has already moved beyond experimentation into a mature, scale-driven equilibrium. Leadership is determined by price architecture, pack strategy, and stock-keeping unit (SKU) velocity rather than breadth of choice, it added.
Brand-level outcomes in Blinkit’s popcorn category are unusually polarised. 4700BC holds around 49.6 per cent share, Act II around 49.7 per cent and all other brands combined account for just around 1 per cent, the report pointed out.
Category’s Economic Core
The report emphasised that despite popcorn’s premium associations, Blinkit data shows that the category remains decisively value-led. Nearly 84 per cent of total category sales come from packs priced below Rs 100, split between less than Rs 50 (43.7 per cent) and Rs 50 to 99 (40.2 per cent) price bands. Higher price tiers contribute marginally as all packs priced above Rs 200 contribute less than 10 per cent of sales, while products worth over Rs 500 are almost irrelevant at 0.1 per cent.
Datum Intelligence noted that Act II is firmly anchored in mass affordability, with around 58 per cent of sales coming from sub-Rs 50 price points, reinforcing its role as the category’s high-frequency, entry-level option. 4700BC, by contrast, skews modestly upward on the price curve. While around 46 per cent of its sales sit in the Rs 50 to 99 band, the brand also generates around 17 per cent of sales from the Rs 200 to 299 range.
“Despite these differences, both strategies converge on the same outcome: commanding leadership in low-friction price bands. The data underscores a central quick commerce reality, pricing discipline and pack architecture outweigh brand storytelling in determining category leadership,” the report pointed out.
SKU Strategy
At the unit-size level, both brands derive a similar share of sales (around 30 per cent), but through very different mechanics. The report highlighted that For Act II, around 30 per cent of brand sales are concentrated in a single high-velocity SKU, the 47 gram plus 50 gram butter plus sour cream and cheese combo, indicating extreme reliance on one hero configuration.
In contrast, 4700BC’s around 30 per cent sales contribution is distributed across around 10 SKUs, primarily within the 45 gram, 50 gram and 60 gram pack sizes, reflecting a broader but shallower unit-size spread. The report emphasised that 4700BC operates with roughly three times the number of SKUs as Act II, yet both brands converge at near-identical category market shares.
