Quick commerce beauty sales near $1 billion, top 75 brands account for 75% of spends
Annualised Beauty & Personal Care (BPC) sales across quick commerce platforms Blinkit, Zepto and Swiggy Instamart are approaching $1 billion, growing at around 90% year-on-year and reaching more than 30 million shoppers every month, according to the first edition of the Redseer Brand Index.
The report, which evaluates more than 1,500 beauty and personal care brands across the three platforms, found that the top 75 brands account for 75% of category spending, with the top 10 brands contributing 25% of gross merchandise value (GMV) and the next 65 brands accounting for another 50%.
According to Redseer, quick commerce currently contributes around 5% of India’s Beauty & Personal Care market, a share expected to rise to 10–12% by 2031. The report also highlights a growing preference for higher-priced products, with masstige and premium offerings accounting for 59% of BPC spending on quick commerce, compared with 37% across the overall market.
Commenting on the findings, Kushal Bhatnagar, Partner, Redseer Strategy Consultants, said: “Consumer preferences on quick commerce cannot be understood through the lens of traditional retail or even broader ecommerce. The Brand Index has been built to provide an objective view of where brands are winning, why they are winning and how those patterns are changing as the market matures. That understanding is becoming increasingly valuable as investment, innovation and competition gather pace.”
The report found that legacy brands account for nearly two-thirds of Beauty & Personal Care spending on quick commerce and operate at around 1.7 times the scale of digitally native brands (DNBs) on the channel. According to Redseer, while established brands benefit from stronger consumer trust, digitally native brands have been able to gain traction in select categories by first building brand equity through direct-to-consumer channels, marketplaces, social media and offline retail.
Nikhil Dalal, Associate Partner, Redseer Strategy Consultants, said, “The market remains highly competitive, but is open to new brands. The top 10 brands account for 25% of Beauty & Personal Care GMV, while the next 65 brands contribute another 50%. Challengers have the ability to scale on quick-commerce by building stronger brand equity & trust through digital / offline channels.”
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