Quick commerce doubles to 6% of FMCG sales; Dabur, Britannia lead at 9%
Q-comm now drives 75% of Dabur's and 70% of Britannia's online sales, per Kotak. Premium and impulse SKUs fuel the surge, with Nestle at 60% online via q-comm. Emami trails at 2% of total sales as the channel reshapes FMCG distribution economics.
Quick commerce now contributes 6% of FMCG sales, doubling from FY25, per Kotak. Dabur and Britannia lead at 9%, with q-comm driving 75% and 70% of their online sales respectively, fueled by premium and impulse categories.
Why this matters
Quick commerce is reshaping FMCG distribution economics, with premium and impulse SKUs concentrating in the channel. Leaders like Dabur and Britannia are converting most online demand to q-comm, while laggards like Emami risk channel under-indexing.
Omni-channel theme steady with 94 signals in 90 days as q-comm share doubles across FMCG.