A new survey shows Gen Z’s rising dependence on ultra-processed foods, with nearly half of packaged items on quick-commerce apps marked as high in fat, sugar, and salt
A new nationwide survey has raised serious concerns about Gen Z’s growing dependence on ultra-processed foods (UPFs), revealing that a large portion of their food choices is driven by quick-commerce platforms that prominently feature unhealthy packaged items. The findings come at a time when global health experts, including the Lancet series, warn that ultra-processed diets are fuelling chronic diseases, from obesity and diabetes to cancers.

The survey, conducted by LocalCircles, India’s leading community social media platform, gathered more than 24,000 responses from parents of Gen Z across 277 districts in India. The results present a troubling pattern: one in two packaged food items listed on major quick-commerce platforms qualifies as high in fat, sugar or salts (HFSS).

Quick-commerce apps stocked heavily with HFSS foods

The research found that platforms such as Blinkit, Zepto, Swiggy Instamart, Jiomart, BigBasket, Amazon Fresh, Milkbasket, and Flipkart Minutes have a significant share of HFSS products in their packaged food listings. These items include soft drinks, juices, biscuits, cakes, noodles, chips, candies, and ice creams—staples of the modern Gen Z diet.

A detailed platform-wise breakdown shows:

  • Blinkit: 62% of listed packaged foods are HFSS
  • Zepto: 58%
  • Swiggy Instamart: 54%
  • Jiomart: 50%
  • BigBasket: 49%
  • Milkbasket: 48%
  • Amazon Fresh: 44%
  • Flipkart Minutes: 42%

These numbers reflect a broader market trend: ultra-processed foods dominate India’s fast-growing quick-commerce ecosystem, making them more accessible than ever to young consumers.

Links to global health warnings

The survey results arrive shortly after the publication of the Lancet series on Ultra-Processed Foods and Human Health, which highlights the detrimental impact of UPFs on global public health. The series warns that increasing UPF consumption is contributing to metabolic diseases and posing long-term health risks to younger populations.

Dr Arun Gupta, paediatrician, nutrition advocate, and co-author of the Lancet series, said the findings validate global research.

“This new analysis confirms what The Lancet Series on Ultra-Processed Foods and Human Health warned a few weeks back,” he said, stressing the urgent need to regulate food environments accessible to children and young adults.

Parents call for clear food labelling

A striking finding from the LocalCircles survey is that nine in ten parents believe a red bar warning label identifying HFSS foods would encourage healthier choices among Gen Z shoppers. Many parents said that quick-commerce apps currently lack clear nutritional filters, making it difficult to identify unhealthy products.

The call for front-of-pack labelling (FOPL) has been growing in India, especially with rising concerns over adolescent nutrition. The survey results are expected to add momentum to ongoing policy discussions at the Food Safety and Standards Authority of India (FSSAI).

Impact on health and consumer behaviour

Health experts note that quick access to UPFs, combined with aggressive digital marketing, is reshaping food consumption habits among young people. In urban centres like Bengaluru, where quick-commerce services operate round the clock, adolescents and young adults increasingly rely on these platforms for snacks and ready-to-eat meals.

Research shows that diets high in HFSS foods are directly linked to:

  • Higher obesity rates
  • Early onset metabolic disorders
  • Increased risk of cardiovascular diseases
  • Mental health impacts linked to poor diet quality

These trends pose long-term public health challenges that India will need to address through a combination of regulation, education, and community-level awareness.

Need for regulatory intervention

Public health bodies and child nutrition advocates are urging policymakers to examine the findings seriously. Introducing mandatory warning labels, regulating digital advertising targeted at youth, and implementing nutritional filters on quick-commerce platforms are among the recommendations gaining traction.

A wake-up call for families and policymakers

The LocalCircles survey underscores a critical shift in India’s food ecosystem—one where convenience often outweighs nutritional value. With the majority of Gen Z consuming UPFs regularly, experts warn that without timely regulatory measures, India may face a surge in diet-related health complications in the coming decade.

As conversations on food safety and adolescent health intensify, the report serves as both a warning and an opportunity: a chance to steer India’s younger generation toward healthier, sustainable food habits through informed policy and consumer awareness.