A recent report presented at a FICCI event has highlighted a significant trend in consumer behavior towards quick commerce, particularly in the food and beverage (F&B) sector. According to the Deloitte report, 16% of urban consumers now prefer to purchase food and beverages through quick commerce platforms, narrowly surpassing the 14% who still opt for traditional e-commerce channels. This shift demonstrates a growing inclination towards convenience and speed in purchasing decisions.

In fiscal year 2024 (FY24), quick commerce accounted for approximately 35% of online sales for fast-moving consumer goods (FMCG) companies. Harsha V Agarwal, Vice Chairman and Managing Director of Emami, reflected on this trend, projecting a remarkable 4 to 5 times growth in sales via quick commerce within the next two years. This anticipated surge is rooted in the advantages quick commerce provides, including timely deliveries and a more flexible shopping experience tailored to modern consumer needs.

The report also examined consumer preferences based on household size, revealing an intriguing insight: as household sizes decrease, the preference for quick commerce tends to increase. Smaller households, especially those where both partners work, are likely to find the expediency of quick commerce especially appealing. This suggests that quick commerce is particularly well-suited to meet the immediate and flexible consumption needs of urban consumers today. In contrast, larger households generally show a tilt towards conventional retail methods, likely due to their varied needs and bulk buying tendencies.

Additionally, the report identifies a critical evolution in consumer preferences regarding product characteristics. There is a substantial appetite for healthier options, with 78% of consumers indicating a willingness to pay a premium for food and beverage products that contain minimal and easily recognizable ingredients. This trend aligns with a broader global movement toward cleaner eating and more conscious consumption. Moreover, in the beauty and personal care segment, nearly half (49%) of consumers are willing to invest more in products that are deemed pet-safe and non-toxic, indicating a strong trend towards safety and sustainability in purchasing behavior.

These findings underscore a pivotal moment for retailers and businesses within the F&B sector. Companies must rapidly adapt to shifting consumer expectations and behaviors, leveraging technology and innovative logistics solutions to compete effectively in the quickly evolving landscape of quick commerce. Notably, businesses that capitalize on this trend by enhancing their operational efficiencies and marketing strategies could realize significant growth not only in sales but also in brand loyalty and customer satisfaction.

For retailers, the implications of this shift toward quick commerce are profound. It encourages the importance of optimizing logistics and supply chains, ensuring that products are not only available but can be delivered with unprecedented speed and efficiency. Furthermore, as consumer priorities shift towards transparency regarding product ingredients and sourcing, businesses must be prepared to communicate clearly and effectively to their customers.

In summary, this report from Deloitte highlights the emerging trend of quick commerce within the F&B market. With urban consumers increasingly favoring swift deliveries and healthier product choices, companies must prioritize these aspects to stay competitive. The growth forecast, particularly for quick commerce, signals a transformative moment in consumer behavior that could reshape the retail landscape.

Quick commerce is not just a fleeting trend; it reflects a fundamental change in shopping dynamics driven by urban lifestyles. Retailers looking to thrive in this new landscape will need to rethink their strategies, ensuring they meet the demands of a rapidly evolving consumer base.