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Blinkit's peanut butter market has rapidly consolidated around two players and one functional attribute.
Pintola and MyFitness together command approximately 73% of category sales, while high-protein variants now account for roughly 40% of total demand.
This compression of both brand landscape and product preference illustrates how quick commerce accelerates category maturity far faster than traditional retail channels.
Brand Concentration Has Already Set In
The current market structure leaves little room for mid-tier competition. Pintola holds 37% share, MyFitness follows closely at 36%, and The Whole Truth captures around 8%. The remaining brands collectively account for less than a fifth of sales. No meaningful middle tier exists between the leaders and the long tail.
This pattern reflects dynamics particular to quick commerce: algorithmic product discovery, high repeat purchase rates, and rapid SKU turnover all advantage established players. Competitive intensity falls sharply beyond the top two, and incremental category growth increasingly flows to incumbents. For newer or smaller brands, structural barriers are rising even as the overall category expands.
High-Protein Has Become Mainstream
What began as a niche segment now represents a substantial portion of category economics. High-protein peanut butter contributes approximately 40% of total sales on Blinkit, with near-complete concentration among just two brands. MyFitness captures roughly 69% of the high-protein segment, while Pintola holds around 30%. There is essentially no meaningful tail beyond these two.
This segment is almost entirely consolidated: ~99% of high-protein peanut butter sales are captured by two brands
MyFitness: ~69% share
Pintola: ~30% share
This level of consolidation suggests that protein-led sub-categories on quick commerce platforms scale through winner-takes-most dynamics rather than fragmentation. Late entrants face the dual challenge of building awareness and displacing entrenched purchase habits.
Similar Scale Masks Different Business Models
Despite comparable overall share, Pintola and MyFitness have built their positions through distinct approaches.
- MyFitness derives approximately 76% of its peanut butter revenue from high-protein variants, making it effectively a protein specialist whose growth trajectory is tightly coupled to sustained demand for functional formats.
- Pintola, by contrast, draws only about 33% of revenue from high-protein SKUs, maintaining broader diversification across natural, unsweetened, and indulgent variants.
Both models currently benefit from category tailwinds, but they carry different risk profiles. MyFitness faces concentration risk if protein demand plateaus or fragments. Pintola has more flexibility but may underperform if protein consumption continues to accelerate disproportionately.
Hero SKUs Drive Category Economics
Sales concentration at the brand level is mirrored at the product level. A small number of high-velocity SKUs generate disproportionate revenue, with chocolate-flavored variants particularly prominent—effectively bridging indulgence and functional positioning.
Within the high-protein segment specifically, just two SKUs account for more than half of segment sales.
This reinforces a core quick commerce principle: category leadership is built through a few standout products rather than extensive assortments. Portfolio breadth matters less than the ability to create and sustain hero SKUs that drive repeat purchase.
Demand Remains Concentrated in Metros
Geographic distribution underscores that peanut butter on quick commerce remains an urban phenomenon. Approximately 75% of category sales originate from Tier-1 cities, with Delhi NCR alone contributing 36% of national volume. This reflects higher concentrations of fitness-oriented consumers, stronger repeat purchase patterns, and greater willingness to pay premiums for functional food products.
At present, quick commerce is intensifying existing urban consumption rather than democratizing access across smaller cities.
What This Means Going Forward
For FMCG and D2C brands: The category has moved past experimentation. Brands entering without a clear protein-led proposition or sharp differentiation face limited paths to scale. SKU focus and velocity matter more than range extension.
For quick commerce platforms: Functional food categories are consolidating faster than traditional FMCG benchmarks. High concentration supports repeat purchase metrics but narrows supplier diversity. Future growth is more likely to come from expanding protein consumption geographically than from onboarding new brands.
For category leaders: Pintola retains headroom to increase its protein mix while leveraging its diversified base as a hedge. MyFitness benefits from strong protein tailwinds but carries meaningful single-segment exposure over the medium term.
We decode how Indian consumers discover, decide, and transact. For custom research on quick commerce, food trends, or category disruption, reach out at hello@datumintell.com
