Flipkart, India’s homegrown e-commerce marketplace, today announced that its food and nutrition category has grown 50% year-on-year, with Gen Z consumers and shoppers from Tier 2+ markets such as Dhulia, Imphal, Dharwad, Ujjain, Hubli, Mirganj, and Laharpur among several others, emerging as the biggest drivers of this growth. Quick commerce remained a key contributor, with Flipkart Minutes contributing 25% of the overall demand. Propelling this momentum are young consumers discovering food through recipes, creator recommendations, and wellness trends, alongside non-metro shoppers who are increasingly embracing healthier kitchen staples and modern nutrition products. This growth was reflected at the third edition of Flipkart Food Fest 2026, which brought together 50+ leading brands and 1000+ creators and celebrity chefs, including Farah Khan, Chef Kunal Kapur, and Chef Ranveer Brar.
India’s evolving consumer plate: Decoding the shift to health-first living
Gen Z now accounts for 60% growth y-o-y, with categories like Protein Oats, High Protein Peanut Butter, Gourmet Chocolates, and Protein Muesli topping the demand chart. Korean-flavoured snacks such as Cuppa Noodles and chips are emerging as fast-growing categories, led by demand from urban centers like Bengaluru and New Delhi. Men are driving demand for nuts and dry fruits, chocolates, and jams and spreads, while women are increasingly adding value-added tea, coffee, and edible seeds to their shopping baskets, fueling demand for functional nutrition, premium snacking, and everyday health upgrades. Bharat consumers are seeking healthier alternatives, driving strong traction in cold-pressed oils, olive oils, protein oats, protein muesli, premium dry fruits, authentic ghee, and dates. The search for these products have grown by 80% over the past year, reflecting a shift towards proactive wellness led by Tier 2 and Tier 3 India.
Nishant Dalal, Vice President, Consumables (FMCG and General Merchandise), Flipkart, said, “Food in India is no longer just about routine. It’s increasingly becoming an expression of wellness, identity and discovery. Consumers across metros as well as Bharat are making more conscious choices about what they eat, and digital commerce is making better food choices accessible to more households than ever before. At Flipkart, we’re building an ecosystem where brands of every size can grow, creators can inspire discovery, and consumers can confidently explore products that match their evolving lifestyles.”
Food Fest 3.0: A celebration of India’s food journey
Bringing these trends to life, the event brought together over 50 leading food and beverage brands, over 1000 creators and influencers, along with renowned personalities including Farah Khan, Chef Kunal Kapur, Chef Ranveer Brar, Sunil Grover, Gaurav Kapoor, and Aaditya Kulshreshth and Vanshika Khurana. The two-day festival featured more than 10 product launches, immersive brand experiences, and curated zones including Chocoland, Breakfast Zone, Gourmet, Beverages, and Kitchen Staples.Brands including Happilo, Anveshan, Farmley, Ferrero Rocher, Right Shift from ITC, Yogabar, Wonderland, Kelloggs Luvit, Alpino, Sugarfree D’lite unveiled new products, while leading FMCG companies such as Mondelez, Tata Consumer Products, Dabur, Fortune and MyFitness showcased innovations alongside emerging D2C brands.
Flipkart Food Fest kicked off with its on-ground celebration on July 7th and 8th, followed by an in-app sale from July 7 to 15, featuring limited-time offers, curated collections, and exciting new brand launches for shoppers across Bharat.