Digital commerce deepens FMCG premiumisation

Digital commerce is emerging as a key driver of premiumisation in India’s fast-moving consumer goods (FMCG) market, with affluent consumers using e-commerce and quick commerce to buy more categories, larger packs and multiple packs, market researcher Numerator (formerly Kantar) said on Thursday.

An analysis of 3,500 affluent and premium-oriented households, or “premium boosters”, across metros and mini metros during October 2025-May 2026 shows these consumers are going beyond simply trading up to expensive products. They are increasing the depth of consumption across FMCG categories.