Flipkart has reported a 50% year-on-year growth in its food and nutrition category, with much of the momentum coming from Gen Z shoppers and buyers in Tier 2 and smaller cities. The e-commerce major said Flipkart Minutes contributed 25% of overall category demand, underlining the growing pull of quick commerce for everyday food needs.
Tier 2+ markets now make up 65% of Flipkart’s total food demand, with cities like Dhulia, Imphal, Dharwad, Ujjain, Hubli, Mirganj, and Laharpur emerging as key growth drivers. The company attributed this to rising interest in healthier kitchen staples, nutrition-focused products, and premium food items among consumers beyond the metros.
Gen Z buyers stood out with a 60% year-on-year jump, gravitating toward protein oats, high-protein peanut butter, gourmet chocolates, and protein muesli. Korean-flavoured snacks, including cup noodles and chips, also saw a spike in demand, particularly in Bengaluru and New Delhi. Meanwhile, searches for cold-pressed and olive oils, protein oats and muesli, premium dry fruits, ghee, and dates rose 80% over the past year, signalling a broader wellness shift even in smaller markets.
Nishant Dalal, VP of Consumables (FMCG and General Merchandise) at Flipkart, said food is increasingly becoming a marker of wellness and identity rather than routine, with digital commerce helping more households make informed choices.
The numbers were shared at the third edition of Flipkart Food Fest (July 7–8), which featured 50+ F&B brands and over 1,000 creators, chefs, and entertainers. An in-app sale tied to the event runs through July 15.
