Flipkart has announced a 50 per cent year-on-year growth in its food and nutrition category, driven by increasing demand from Gen Z consumers and shoppers in Tier 2 and Tier 3 markets, reinforcing the rapid evolution of India’s digital food commerce ecosystem. The company said Flipkart Minutes contributed 25 per cent of total category demand, while Tier 2+ markets accounted for 65 per cent of overall demand, reflecting the growing adoption of healthier, premium and discovery-led food choices across Bharat.
According to Flipkart, Gen Z recorded 60 per cent annual growth, with protein oats, high-protein peanut butter, protein muesli and gourmet chocolates emerging as key demand drivers. Korean-flavoured snacks are also witnessing strong traction in metropolitan markets, while searches for healthier alternatives, including cold-pressed oils, olive oils, authentic ghee, premium dry fruits and dates, have increased by 80 per cent over the past year. The company also observed distinct buying patterns, with men driving purchases of nuts, chocolates and spreads, and women increasingly opting for value-added tea, coffee and edible seeds.
Commenting on the growth, NishantDalal, Vice President, Consumables (FMCG and General Merchandise), Flipkart, said evolving consumer preferences towards wellness, identity and discovery are creating new opportunities for brands while making healthier food choices more accessible through digital commerce.In Shillong, the company’s growth trends indicate expanding opportunities for premium food brands and online grocery platforms in Meghalaya. With rising digital adoption and growing consumer interest in health-focused products, Shillong is emerging as a promising market for wellness-oriented food categories, quick commerce services and premium kitchen staples. The announcement coincided with Flipkart Food Fest 3.0, which brought together more than 50 leading brands, over 1,000 creators and influencers, celebrity chefs including Farah Khan, Chef KunalKapur and Chef RanveerBrar, over 10 product launches, immersive brand experiences and an in-app sale running from July 7 to 15 for shoppers across Bharat.