Q-comm sales for FMCG giants double this year

Quick commerce currently accounts for around 6% of fast moving consumer goods (FMCG) companies' total sales, doubling from FY25 levels, according to Kotak Investment Banking.

Dabur and Britannia are leading this transition, with quick commerce making up 9% of their total sales, including both online and offline.

For Emami, however, quick commerce comprised just 2% of total online sales, Kotak said in a report.


The report highlighted that quick commerce is contributing the majority of total online sales at these companies. It accounts for 75% of total online sales at Dabur and 70% at Britannia. Nestle follows closely, securing 60% of online sales via quick commerce.

The channel's growth is strongly correlated with a brand's premium consumer base and impulse purchase categories, according to the report.

Impulse-heavy items from Nestle such as Kitkat and Maggi, and Tata Consumer Products' tea and coffee have seen strong traction. Meanwhile, Hindustan Unilever remained an outlier, seeing high quick commerce demand for non-impulse daily essentials like Dove and Surf Excel.