Peanut Butter on Blinkit
Protein-Led Demand Is Reshaping Brand Strategy
The Bottom Line
Blinkit's peanut butter market has rapidly consolidated around two players and one functional attribute. Pintola and MyFitness together command approximately 73% of category sales, while high-protein variants now account for roughly 40% of total demand. This compression of both brand landscape and product preference illustrates how quick commerce accelerates category maturity far faster than traditional retail channels. No meaningful middle tier exists between the leaders and the long tail—the remaining brands collectively account for less than a fifth of sales.
Category Drivers
- Protein Mainstream: ~40% of sales from high-protein variants — functional has become core
- Quick Commerce Dynamics: Algorithmic discovery, high repeat rates, rapid SKU turnover advantage leaders
- Hero SKU Economics: Small number of high-velocity SKUs drive disproportionate revenue
- Metro Concentration: 75% Tier-1 sales with higher willingness to pay for functional foods
Key Risks
- Concentration Risk (MyFitness): ~76% revenue from protein — vulnerable if demand plateaus
- No Middle Tier: Structural barriers rising — late entrants face algorithmic disadvantage
- Geographic Ceiling: Urban-only phenomenon limits total addressable market
- SKU Dependency: Just 2 SKUs account for 50%+ of high-protein segment sales
Analyst Insights
Winner-takes-most dynamics: Protein-led sub-categories scale through consolidation, not fragmentation. Late entrants face dual challenge of awareness and displacing habits.
Hero SKUs drive economics: Category leadership is built through few standout products rather than extensive assortments. Portfolio breadth matters less than velocity.
Different models, different risks: MyFitness's protein concentration vs. Pintola's diversification — both win now, but carry different risk profiles if demand shifts.
Analyst View
Pintola: 37% — Category leader, diversified across variants.
MyFitness: 36% — Close second, protein specialist positioning.
The Whole Truth: 8% — Premium clean-label player.
Top 2 control 73% — Near-duopoly, no meaningful middle tier.
Analyst View
~40% of Total Sales — High-protein now a mainstream segment.
MyFitness: ~69% — Dominates high-protein with specialist positioning.
Pintola: ~30% — Secondary protein player, diversified portfolio.
~99% Consolidation — Effectively no tail beyond top 2 in protein.
Analyst View
Below ₹200: 25% — Entry tier, value-seekers and trial.
₹200-400: 45% — Sweet spot, protein variants dominate.
Above ₹400: 30% — Premium 1kg jars, loyalty segment.
Premium holds firm: No race to bottom despite competition.
Key Insights
2 SKUs = 50%+ of protein segment — Extreme concentration at product level mirrors brand-level dynamics.
Chocolate variants prominent — Bridging indulgence and functional positioning drives velocity.
~75% Tier-1 cities — Demand remains an urban phenomenon. Delhi NCR alone = 36%.
Portfolio breadth ≠success — Category leadership built through few standout products, not assortment.
Strategic implication: Hero SKUs that drive repeat purchase matter more than extensive assortments. Velocity concentration is the path to scale.
High-Protein SKU Concentration
Geographic Distribution
Competitive Landscape
Pintola
Category leader with broader portfolio diversification. ~33% of revenue from high-protein, maintaining flexibility across natural, unsweetened, and indulgent variants.
MyFitness
~76% of revenue from high-protein variants. Effectively a protein specialist whose growth trajectory is tightly coupled to functional format demand.
The Whole Truth & Others
The Whole Truth at ~8% leads the fragmented tail. No meaningful middle tier exists—structural barriers rising even as category expands.
Strategic Implications
Actionable insights for different stakeholders in the quick commerce ecosystem
For FMCG & D2C Brands
- Category has moved past experimentation — clear protein proposition or differentiation required
- SKU focus and velocity matter more than range extension
- Hero SKUs drive economics — invest in few standout products
- Pintola has headroom to increase protein mix while maintaining diversified hedge
For Category Leaders
- MyFitness: Strong protein tailwinds but meaningful single-segment exposure
- Pintola: Flexibility to pivot, but may underperform if protein accelerates
- Both models benefit from current tailwinds — risk profiles diverge over time
- Chocolate variants bridging indulgence and function — key strategic opportunity
For Quick Commerce Platforms
- Functional food categories consolidating faster than traditional FMCG benchmarks
- High concentration supports repeat purchase but narrows supplier diversity
- Growth from expanding protein consumption geographically, not onboarding new brands
- Quick commerce intensifying urban consumption, not democratizing access