Flipkart has reported a 50 per cent year-on-year growth in its food and nutrition category, driven by strong demand from Gen Z consumers and shoppers across Tier 2 and Tier 3 markets, signalling a structural shift in India’s food retail landscape. The company said non-metro markets now contribute 65 per cent of category demand, while Flipkart Minutes accounts for 25 per cent, highlighting the rapid adoption of quick commerce. The growth was showcased at Flipkart Food Fest 3.0, which brought together more than 50 leading brands, over 1,000 creators, celebrity chefs and entertainers, alongside over 10 product launches.
According to the company, Gen Z registered 60 per cent year-on-year growth, with protein oats, high-protein peanut butter, protein muesli and gourmet chocolates among the fastest-growing categories. Korean-flavoured snacks are also witnessing rising demand in urban centres. Searches for healthier products such as cold-pressed oils, olive oils, authentic ghee, premium dry fruits and dates have increased by 80 per cent over the past year, reflecting a growing preference for wellness-oriented food choices. Flipkart said men are driving purchases of nuts, chocolates and spreads, while women are increasingly opting for value-added tea, coffee and edible seeds.
In Howrah, the city’s expanding digital consumer base and its proximity to the Kolkata metropolitan region are supporting higher demand for premium groceries, nutrition products and packaged health foods. With improving last-mile delivery and increasing awareness of healthier lifestyles, retailers believe Howrah is emerging as a promising market for branded food products, while e-commerce platforms continue to widen consumer access to premium and wellness-focused offerings.