Table of Contents
Blinkit's eggs category underwent a visible reset in brand leadership following a trust-related disruption. Eggoz, which held ~26% market share, saw its dominance compress to just ~14%. Critically, no single competitor absorbed the lost share — instead, demand dispersed across multiple brands, resulting in market fragmentation.
The data shows consumers rotated away from protein-led, claim-heavy SKUs toward neutral, familiarity-led products. Pack sizes shifted from larger 30-piece trays to smaller 6 and 10-piece packs — a classic de-risking behavior in trust-sensitive food categories.
This wasn't a normal competitive reshuffle. The reset originated in consumer behavior, manifested first in SKU choice, then in pack size, and finally reflected structurally in brand share. For staple categories on quick commerce, trust operates as a structural variable — when disrupted, brand power weakens before demand declines.
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