Masstige and premium offerings are driving Beauty & Personal Care sales on Blinkit, Zepto and Swiggy Instamart, highlighting a shift in consumer buying behaviour as quick commerce evolves beyond an emergency replenishment channel.
Premium and masstige products now account for 59 per cent of Beauty & Personal Care (BPC) spending on quick commerce, significantly higher than their 37 per cent share in the overall market, signalling a shift in consumer behaviour as instant delivery platforms increasingly become a destination for higher-value purchases, according to Redseer’s inaugural Brand Index.
The report, found that India’s three largest quick commerce platforms, Blinkit, Zepto and Swiggy Instamart, have evolved beyond serving as replenishment channels, with consumers increasingly using them to purchase premium beauty and personal care products. Redseer estimates that the annualised Beauty & Personal Care market across the three platforms is approaching USD 1 billion, growing at approximately 90 per cent year on year and serving more than 30 million shoppers every month.
“Consumer preferences on quick commerce cannot be understood through the lens of traditional retail or even broader ecommerce. The Brand Index has been built to provide an objective view of where brands are winning, why they are winning and how those patterns are changing as the market matures. That understanding is becoming increasingly valuable as investment, innovation and competition gather pace,” said Kushal Bhatnagar, Partner, Redseer Strategy Consultants.
According to the report, quick commerce currently accounts for around 5 per cent of India’s Beauty & Personal Care market and is expected to expand its share to 10–12 per cent by 2031, prompting companies to increasingly view the channel as a platform for premiumisation, product innovation and category expansion.
The study also found that established brands continue to dominate the segment. Legacy brands operate at around 1.7 times the scale of digitally native brands on quick commerce, reflecting the importance of consumer trust in driving rapid purchase decisions. Redseer noted that while digital-first brands have succeeded in specific categories, they typically establish credibility through direct-to-consumer channels, online marketplaces, social media and offline retail before scaling on quick commerce.
Despite the dominance of established players, the market remains competitive. The top 10 brands account for 25 per cent of Beauty & Personal Care gross merchandise value (GMV) on quick commerce, while the next 65 brands contribute another 50 per cent, indicating that emerging brands still have room to scale by strengthening brand equity and consumer trust.
“The market remains highly competitive, but is open to new brands. The top 10 brands account for 25 per cent of Beauty & Personal Care GMV, while the next 65 brands contribute another 50 per cent. Challengers have the ability to scale on quick commerce by building stronger brand equity and trust through digital and offline channels,” said Nikhil Dalal, Associate Partner, Redseer Strategy Consultants.
