Flipkart is witnessing a sharp rise in demand for health-oriented food products, with its food and nutrition category registering 50% year-on-year growth, reflecting changing consumer preferences across both metropolitan and smaller Indian cities.
The e-commerce company said Tier II and smaller markets now account for 65% of total demand in the category, underscoring how digital commerce is expanding access to premium and wellness-focused food products beyond urban centres. Cities including Dhulia, Imphal, Dharwad, Ujjain, Hubli, Mirganj and Laharpur emerged as key contributors to growth.
The company also revealed that Flipkart Minutes, its quick commerce service, contributed 25% of the overall demand for food and nutrition products, highlighting the growing role of rapid delivery in everyday grocery purchases.
Health-conscious consumption emerged as a defining trend during the year. Searches for products such as cold-pressed oils, olive oils, protein oats, protein muesli, premium dry fruits, ghee and dates surged 80% year-on-year, indicating stronger consumer interest in nutritious and premium food choices, particularly in Tier II and Tier III markets.
Among younger shoppers, Gen Z consumers recorded a 60% increase in purchases, with protein oats, high-protein peanut butter, gourmet chocolates and protein muesli ranking among the fastest-growing product categories.
Flipkart also noted rising demand for international flavours, particularly Korean-inspired snacks, including cup noodles and chips, with Bengaluru and New Delhi emerging as key markets for the trend.
Commenting on the changing consumption landscape, Nishant Dalal, Vice President, Consumables (FMCG and General Merchandise), Flipkart, said food purchasing in India is increasingly becoming a reflection of consumers’ focus on wellness, identity and product discovery rather than routine grocery shopping. He added that digital commerce is enabling more households across the country to access healthier food options while creating growth opportunities for brands of all sizes.
The company shared the market insights during the third edition of Flipkart Food Fest, held on July 7 and 8, which brought together more than 50 food and beverage brands, over 1,000 creators, chefs and entertainers, alongside new product launches and brand showcases. Flipkart’s accompanying in-app food festival sale will continue until July 15.
The latest trends reinforce the rapid evolution of India’s online food retail market, where rising health awareness, premiumisation and quick commerce are increasingly shaping consumer purchasing behaviour across the country.