Flipkart has reported a 50 per cent year-on-year growth in its food and nutrition category, driven by Gen Z consumers and shoppers from Tier 2 and Tier 3 markets, signalling a significant shift in India’s food consumption patterns. The homegrown e-commerce marketplace said Flipkart Minutes accounted for 25 per cent of overall category demand, while non-metro markets contributed 65 per cent of total demand, reflecting rising adoption of healthier and premium food products beyond major cities.
The company said Gen Z recorded 60 per cent annual growth, with products such as protein oats, protein peanut butter, gourmet chocolates and protein muesli witnessing strong demand. Searches for healthier alternatives, including cold-pressed oils, olive oils, authentic ghee, premium dry fruits and dates, rose by 80 per cent over the past year. Flipkart attributed the trend to increasing consumer focus on wellness, digital discovery and creator-led recommendations. Speaking on the development, NishantDalal, Vice President, Consumables (FMCG and General Merchandise), Flipkart, said consumers across metros and Bharat are making more conscious food choices, while digital commerce is enabling wider access to healthier products and supporting brands of all sizes.
In Guwahati, the trend indicates growing opportunities for consumers seeking premium nutrition products and healthier kitchen staples through e-commerce. With rising digital adoption across Assam and the Northeast, Guwahati is well positioned to benefit from expanding access to wellness-focused food brands, quick commerce services and new product launches, offering greater choice to urban households and health-conscious young buyers. The announcement coincided with Flipkart Food Fest 3.0, which brought together more than 50 food and beverage brands, over 1,000 creators, celebrity chefs and entertainers. The festival featured over 10 product launches, immersive brand experiences and curated food zones, while an in-app sale running from July 7 to 15 offers shoppers across Bharat exclusive deals and new product launches.