Quick commerce platforms are becoming a premium-focused sales channel for beauty and personal care (BPC) products, with shoppers spending more on mid-premium and premium products than they do in the overall market, according to a Redseer Strategy Consultants report.
The study found that mid-premium and premium products make up 59% of BPC spending on quick commerce platforms, compared with 37% in the overall market. This suggests that consumers are using quick commerce not just for emergency purchases but also for buying higher-value products in the segment.
Legacy Brands Lead
The report also found that legacy brands continue to dominate the channel. They are around 1.7 times larger than digitally native brands on quick commerce, unlike traditional e-commerce where both are of similar scale. According to the study, newer brands usually build trust through their own websites, online marketplaces and offline stores before expanding to quick commerce.
Redseer’s BPC Brand Index studied more than 1,500 brands across Blinkit, Zepto and Swiggy Instamart. It estimates that annualised BPC sales on the three platforms are nearing $1 billion, growing about 90% year-on-year and serving more than 30 million shoppers every month.
Long-Term Market Expansion
Quick commerce currently accounts for about 5% of India’s BPC market, and the study expects this share to increase to 10-12% by 2031. As the channel grows, it is likely to play a bigger role in how companies launch products and expand distribution, according to the report.
The market, though, is still spread across many brands. The top 10 brands account for 25% of category sales, while the next 65 brands contribute another 50%, showing there is still room for new brands to grow after building consumer trust on other channels.