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.
Q-comm sales for FMCG giants double this year
Quick commerce now represents 6% of FMCG sales, doubling from FY25, with Dabur and Britannia leading at 9% of total sales. This channel drives a significant majority of online sales for these companies, accounting for 75% and 70% respectively. Growth is linked to premium brands and impulse purchases, though Hindustan Unilever sees demand for daily essentials.
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