Top Grocery Items in Quick Commerce
What Customers Are Buying Most — Impulse-driven categories dominate!
India's quick commerce industry is booming, driven by fast urban lifestyles, the rise of digital payments, and the increasing demand for convenience. Platforms like Blinkit, Zepto and Swiggy Instamart have transformed shopping habits.
The Bottom Line
India's quick-commerce industry, which promises deliveries within 10 minutes, was estimated to cross $6 billion in annual sales in 2024 — a massive leap from $100 million in 2020. This exponential growth reflects changing consumer behavior in urban India, where convenience, speed, and instant gratification drive purchase decisions. Based on data from Blinkit, Grocery remains the largest category accounting for 63.6% of sales, followed by Beauty and Personal Care at 13.4% and Vegetables & Fruits at 8.2%.
Top Categories Driving Sales
- Grocery (63.6%): The undisputed king — daily essentials, staples, and pantry items dominate quick commerce
- Beauty & Personal Care (13.4%): Growing importance as a sales channel for premium brands
- Vegetables & Fruits (8.2%): Fresh produce delivery gaining consumer trust
- Sweets & Chocolates: Largest sub-category within grocery, boosted by Valentine's Day
Consumer Behavior Insights
- Impulse Buying: Quick delivery windows encourage spontaneous purchases
- Digital Payments: UPI and digital wallets fuel seamless transactions
- Urban Lifestyles: Time-starved consumers prefer 10-minute deliveries
- Seasonal Spikes: Festivals and events like Valentine's Day drive category surges
Category Analysis
Grocery dominates with 63.6% share — daily essentials are the core of quick commerce.
Beauty & Personal Care (13.4%) shows brands are embracing q-commerce as a key sales channel.
Fresh produce (8%) gaining trust — consumers now buy vegetables & fruits via quick delivery.
Key insight: Top 3 categories account for 85% of all quick commerce sales in India.
Category Analysis
Sweets & Chocolates (12%) lead all categories — Valentine's Day impact drives chocolate sales.
Personal Care & Vegetables tied at 8% each — daily essentials and fresh produce.
Home & Office (7%) shows work-from-home demand continuing on Q-commerce.
Beauty & Electronics (4-5%) emerging as key impulse categories.
Key Insight: Top 5 categories = 41% of sales. Impulse, gifting & essentials drive Q-commerce.
All 26 Categories — Daily Sales Share
Category Performance Overview
Quick commerce category distribution on Blinkit. Higher share indicates consumer preference and frequency of purchase on 10-minute delivery platforms.
🛒 Grocery
💄 BPC
🥬 Vegetables & Fruits
👗 Fashion
📱 Electronics
💊 Pharma & Wellness
🎮 Toys & Games
🐾 Pet Care
If you're a brand looking to crack Quick Commerce, let's talk. Write to us at hello@datumintell.com for questions, inquiries, or collaboration opportunities.
Strategic Takeaways
What grocery trends reveal about quick commerce opportunity
For Grocery & FMCG Brands
- Q-commerce is now a must-have channel — 63.6% category share
- Optimize pack sizes for impulse/quick delivery format
- Seasonal campaigns (Valentine's, Diwali) drive massive spikes
- Compete on visibility — platform placement matters
For Beauty & Personal Care Brands
- 13.4% share shows strong consumer pull for BPC on q-commerce
- 8.4% of grocery is personal care — significant overlap
- Premium brands can leverage instant delivery for urgency
- Target working professionals with convenience messaging
For Fresh Produce & D2C Brands
- 8.2% vegetables & fruits shows growing trust in fresh delivery
- Quality consistency is key to repeat purchases
- D2C brands can use q-commerce for metro market penetration
- Partner with platforms for last-mile freshness guarantees