31% of urban Indians use quick commerce for primary grocery shopping: report

Quick commerce platforms are revolutionizing how urban Indians shop for groceries, according to the NIQ Shopper Trends 2024 report. Based on a survey of 4,500 customers in 16 cities, including Delhi, Mumbai, and Bengaluru, the study revealed that 31% of urban Indians now rely on quick commerce for their primary grocery shopping. In contrast, 39% use it for top-ups. Popular categories include ready-to-eat meals (42%) and salty snacks (45%). Executive Director of Consumer and Marketing Insights at NIQ India, Mr. Mitesh Dabrai, emphasized that shoppers today are more discerning, price-conscious, and channel-agnostic. He noted that doubling quick commerce usage signals an urgent need for FMCG brands to focus on convenience and speed while managing value perceptions. With 87% of shoppers impacted by rising food prices, businesses must prioritize strategic pricing and promotions to retain loyalty.

FMCG companies have reported strong growth via platforms like Blinkit, Zepto, and Swiggy Instamart. Procter & Gamble Hygiene and Health Care Ltd (PGHH) stated that sales from quick commerce have more than doubled YoY, prompting traditional e-commerce players to respond. Flipkart recently launched a quick delivery service in Bengaluru, while BigBasket pivoted entirely to 10–30-minute deliveries. Despite this growth, small traders are concerned about being sidelined, as highlighted by the All-India Consumer Products Distributors Federation (AICPDF), which has raised concerns about the dominance of quick commerce platforms. However, consumer behaviour continues to shift towards convenience, with 60% of respondents now purchasing staples online. The report concluded that FMCG brands must adapt by offering innovative, convenient solutions to meet evolving shopper expectations.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.