Flipkart on Thursday said its food and nutrition category registered a 50 per cent year-on-year growth, driven largely by Gen Z consumers and shoppers from Tier 2 and Tier 3 markets, reflecting changing food preferences across India. The company said its quick commerce service, Flipkart Minutes, contributed 25 per cent of the overall demand, while non-metro markets accounted for 65 per cent of category demand. The announcement coincided with the third edition of Flipkart Food Fest 2026, which brought together over 50 brands, 1,000 creators, celebrity chefs and industry participants.
According to the company, Gen Z consumers are increasingly purchasing protein-rich foods, gourmet chocolates and healthier snacks, while demand for Korean-inspired food products is also rising in major cities. Searches for products such as cold-pressed oils, olive oils, protein oats, authentic ghee and premium dry fruits have increased by 80 per cent over the past year, indicating growing health consciousness among consumers beyond metropolitan centres.
In Siliguri, the trend signals expanding opportunities as consumers in the city and surrounding North Bengal region increasingly embrace digital commerce for premium food products and wellness-focused groceries. Industry observers believe improved logistics, greater smartphone penetration and rising awareness of healthier lifestyles could further strengthen demand for modern food and nutrition products through e-commerce platforms in the region.Flipkart said its Food Fest 2026 featured product launches, curated food zones and participation from leading FMCG companies and emerging direct-to-consumer brands, with the in-app sale continuing until July 15.
