A recent report by NIQ Shopper Trends 2024 reveals a notable shift in grocery shopping habits among urban Indians, with 31% now relying on quick commerce platforms for their primary grocery needs. The study highlights that 39% utilize these services for supplementary purchases.
Conducted across 16 cities—including Delhi, Gurugram, Noida, Mumbai, Bengaluru, Chennai, and Hyderabad—the survey engaged 4,500 consumers, illustrating a substantial transformation in the grocery landscape. Notably, popular categories among users include ready-to-eat meals, favored by 42%, and salty snacks, enjoyed by 45%.
This burgeoning trend has caught the attention of traditional e-commerce and grocery delivery companies. For instance, Flipkart recently launched its rapid delivery service in Bengaluru, while BigBasket is transitioning from scheduled deliveries to a swift 10-30 minute service, intensifying competitive dynamics in the sector.
However, the rise of quick commerce is stirring unease among small traders and distributors. The All India Consumer Products Distributors Federation (AICPDF) has formally expressed concerns to Trade and Industry Minister Piyush Goyal, arguing that these platforms are increasingly acting as direct distributors for major FMCG companies, thereby marginalizing traditional distributors and jeopardizing the livelihoods of small retailers. They warn that this unchecked growth fosters an uneven competitive landscape, threatening the sustainability of local stores that have historically supported India’s retail framework.
Given this context, there are indications that government oversight may soon scrutinize quick commerce operations. Yet, the shift in consumer preferences toward convenience and attractive discounts is undeniable. Urban shoppers are increasingly utilizing these platforms not just for occasional purchases but as their primary grocery source. Additionally, the survey reveals that 60% of respondents now procure staples online, further underscoring this trend.
The report concludes that while cost and promotional offers remain pivotal, the emergence of quick commerce, multichannel shopping, and a rising interest in premium private labels present fresh growth avenues for FMCG brands. Retailers and manufacturers must adapt to these evolving consumer expectations by providing innovative and convenient shopping solutions.
