Online shopping and e-commerce technology concept, shopper using computer laptop to input order with trolley credit card delivery truck.

Quick commmerce grocery market is expected to grow threefold to the tune of ₹1.5 lakh crore- ₹1.7 lakh crore by 2027, a latest report by Kearney stated. It is also expected to to extend to all towns with a population of 500,000 or more while achieving deep penetration among Indian households households with an annual income of ₹6 lakh or more. The report also believes this is bringing a fundamental shift in consumer preferences, with a growing demand for faster and more convenient delivery options. The shift in consumption patterns is visible in several categories such as snacking, gifting, personal care, and household essentials, with premiumisation also on the rise.

Shift in fresh produce

The report noted the shift in fresh produce such as fruits and vegetables is still lower, indicating that consumers still prefer to handpick non-packaged items. Adoption in categories such as personal care and electronics is also lower, likely due to limited assortment offered by quick commerce platforms in their early stages. As the sector evolves, an expanded product mix could boost adoption in these categories, it noted

However, several product categories are experiencing a notable shift in consumption patterns as more consumers embrace quick commerce. “Impulse-driven segments, such as snacking and confectionery, have seen a surge in demand, with items such as munchies, chocolates and cold beverages being purchased more frequently for instant consumption Similarly, the festive and gifting segments have witnessed strong adoption, as quick commerce caters to the urgency of last-minute purchases for special occasions. Overall, our research indicates that of all sales happening via quick commerce, a 6 to 8 percent share is purely incremental, while the rest is coming at the expense of sales from other channels, predominantly modern trade and e-commerce followed by general trade outlets,” the report noted.

Siddharth Jain, Managing Partner and Country Head, Kearney India, said, “Quick commerce is not only changing how India shops, but brands, too, are adapting their strategies. As quick commerce channels gain traction, companies are allocating higher budgets, ensuring visibility and presence within the format. Overall, the landscape is reshaping consumer expectations and forcing brands to rethink how they reach their customers.”

He added that it is also rapidly emerging as a major employment generator, with an estimated 6–7 lakh people currently employed in the sector and projections pointing to 11–13 lakh by end of 2027.

Ankur Singh, Partner, Consumer and Retail at Kearney India added, “What sets quick commerce apart is its ability to combine ultra-fast deliveries, a broader assortment of products and highly optimised supply chains. This unique combination is not just enhancing convenience but also reshaping how consumers engage with different product categories.

“What’s particularly noteworthy is that this migration is not uniform across all categories. While food—especially staples—has seen the highest adoption rates in the early phase, our analysis challenges the perception that quick commerce is limited to top-up purchases. Instead, we are witnessing a broader evolution in consumption patterns, with quick commerce driving incremental growth and premiumization in some areas,” Singh added.

The report added that while quick commerce absorbs demand from existing retail channels (92 to 93 per cent of sales are shifts from modern trade, e-commerce, and general trade), its real economic significance lies in the 6 to 8 per cent of sales that are truly incremental- stimulating fresh consumption and, consequently, new employment, it added.

Published on June 5, 2025