Tier 2 and Tier 3 shoppers, alongside Gen Z consumers, are fuelling a shift towards healthier, premium and discovery-led food choices, with Flipkart Minutes contributing a quarter of category demand
Flipkart’s food and nutrition business has recorded a 50 per cent year-on-year growth, driven by rising demand from Gen Z consumers and shoppers in Tier 2 and Tier 3 markets, highlighting the rapid evolution of India’s digital food commerce landscape.
The homegrown ecommerce marketplace said smaller cities now account for 65 per cent of overall category demand, while its quick commerce platform, Flipkart Minutes, contributes 25 per cent of total sales. The growth reflects changing consumer preferences towards healthier eating, premium food products and digitally driven product discovery through creators and wellness content.
The company announced the growth at the third edition of Flipkart Food Fest 2026, which brought together more than 50 food and beverage brands, over 1,000 creators, celebrity chefs and industry experts to showcase emerging food consumption trends.
Health-first choices reshape India’s food basket
Flipkart said younger consumers are increasingly prioritising nutrition, convenience and premiumisation in their food purchases.
Gen Z emerged as the fastest-growing consumer segment, posting 60% year-on-year growth. Products such as protein oats, high-protein peanut butter, protein muesli and gourmet chocolates witnessed strong demand, reflecting the growing popularity of functional foods and healthier snacking.
The retailer also reported rising demand for Korean-inspired snacks, including instant noodles and flavoured chips, particularly in metropolitan markets such as Bengaluru and New Delhi, where global food trends continue to influence consumer preferences.
Bharat drives the next phase of food commerce
Beyond metropolitan cities, consumers in Tier 2 and Tier 3 markets are increasingly embracing healthier kitchen staples and premium nutrition products.
Cities such as Dhulia, Imphal, Dharwad, Ujjain, Hubli, Mirganj and Laharpur have emerged as key growth centres, with searches for products including cold-pressed oils, olive oil, authentic ghee, protein oats, protein muesli, premium dry fruits and dates rising by 80% over the past year.
The trend signals a broader shift towards proactive wellness among consumers in non-metro India, where digital commerce is making premium food products more accessible.
Quick commerce accelerates category growth
Quick commerce continues to play a growing role in food retail, with Flipkart Minutes accounting for one-fourth of total demand in the food and nutrition category.
The company attributed this momentum to consumers increasingly relying on rapid delivery for everyday grocery essentials, healthy snacks and premium packaged foods, reinforcing the convergence of convenience and wellness in online shopping.
Creators and brands fuel product discovery
Commenting on the trend, Nishant Dalal, Vice President, Consumables (FMCG and General Merchandise), Flipkart, said food purchasing in India is increasingly becoming an expression of wellness, identity and product discovery rather than routine consumption.
He said digital commerce is enabling brands of all sizes to reach consumers while creators are playing an increasingly influential role in helping shoppers discover products that align with evolving lifestyles.
Food Fest spotlights innovation
Flipkart Food Fest 3.0 featured more than 50 leading brands, over 1,000 creators and celebrity chefs including Farah Khan, Chef Kunal Kapur and Chef Ranveer Brar.
The two-day event showcased more than 10 product launches alongside immersive experiences across themed zones covering chocolates, breakfast products, gourmet foods, beverages and kitchen staples.
Leading FMCG companies, including Mondelez, Tata Consumer Products, Dabur and Fortune, participated alongside emerging direct-to-consumer (D2C) brands, highlighting innovation across India’s rapidly expanding food ecosystem.
The on-ground event was held on 7 and 8 July, followed by an in-app shopping festival running until 15 July, featuring exclusive launches, curated collections and promotional offers for consumers across the country.
