Instamart says demand for protein supplements, massagers and sleep gummies surged during Mother’s Day week, pointing to a broader shift in quick commerce gifting trends
Wellness products emerged as one of the fastest-growing Mother’s Day gifting categories on quick commerce platform Instamart this year, signalling a shift in urban consumer spending beyond traditional flowers, cakes and chocolates.
According to data shared by the company, orders for products linked to self-care, fitness and recovery, including protein supplements, sleep gummies and massagers, saw sharp growth during the week leading up to Mother’s Day on 10 May.
Massager orders rose 136 per cent year-on-year, while beauty gift packs climbed 77 per cent. Premium perfumes also recorded a 134 per cent increase, reflecting rising demand for higher-value and more personalised gifting options.
The trend suggests quick commerce platforms are increasingly being used not just for last-minute purchases, but also for occasion-led and lifestyle-focused shopping categories.
Comfort, Self Care Categories See Higher Spending
Instamart’s data showed consumers also spent more on products associated with comfort and relaxation. Orders for candles, diffusers and décor items rose 34 per cent during the period, with stronger traction seen in cities such as Kolkata and Jaipur.
Some of the platform’s highest-value carts reflected the wellness shift more directly. A large order from Gurugram included whey protein, fermented protein beverages and pre-workout products, while a Jaipur order centred on magnesium supplements and sleep gummies.
Traditional gifting categories, however, continued to dominate overall volumes. Chocolates featured in 15 of the top 20 most-ordered gifting products during the week, reinforcing their position as the preferred last-minute purchase category.
Cake demand also remained strong, with ice cream cake orders rising 69 per cent and peaking around 7 pm on Mother’s Day evening. Bouquet purchases nearly doubled from a year earlier, rising 97 per cent as consumers opted for larger floral arrangements.
Bengaluru Tops Gifting Volumes
Bengaluru emerged as Instamart’s largest Mother’s Day gifting market, followed by Mumbai, Hyderabad, Chennai and Delhi.
Regional preferences varied across markets. Mumbai and Pune consumers leaned towards mawa cakes and chocolates, while shoppers in Chennai and Kochi preferred brownie cakes and regional dessert options.
