Protein products flood market, reshape Indian diet

MUMBAI: Every other day, Indians are waking up to ads and launches of protein products—from eggs to coffee and atta, companies are infusing and also adding (extra) doses of protein to a range of items that are part of consumers’ daily meals. Not only that, the concept of protein has in itself become a trend that brands are latching on to when pushing new, related products to retail shelves—Marico, for instance, has introduced protein shampoo (it prevents protein loss in hair), foraying into the hair cleansing category.

Protein intake, once confined to powders, which is already a Rs 8,000 crore market and largely driven by fitness enthusiasts, is now going mainstream—about 80% of the consumption is still led by premium households, but middle-class Indians too are spending on it, said Anurag Mathur, partner at Bain & Company.

The adoption of GLP-1 drugs will only boost protein demand. Firms are seeing a long-term opportunity here, and hence the rush of launches. Analysts, though, have called for stricter regulation enforcement through a mix of checks on advertising and product formulation to safeguard consumers against any misleading claims. “The market for protein is growing fast. It’s no longer just gym-goers buying tubs of protein powder. Regular people are joining in: office workers, new mothers, older people worried about weak bones,” said Ayush Sharma, principal at Kearney, adding that the opportunity is in the protein gap itself. “Indians have always had the challenge of not getting enough protein in their diet,” said Sharma.

Protein overload

From large corporate houses to startups—brands are jumping onto the protein bandwagon, with such products now becoming a common sight in cafe menus, quick commerce apps and social media feeds. PepsiCo’s Quaker recently introduced a brand refresh, as part of which it has highlighted the protein and fibre content on its packs. The brand hopes to get new users through the move—those who are health-conscious but haven’t explored oats yet, said Saakshi Verma Menon, chief marketing officer, foods at PepsiCo India. Startup Eggoz has pushed a new protein plus eggs into the market, offering larger-sized eggs which contain more protein. “Globally, conversations around weight management and wellness have also brought greater attention to the importance of protein intake, particularly in supporting balanced nutrition and muscle health,” said Abhishek Negi, CEO & co-founder at Eggoz.

Consumers are responding—on Swiggy Instamart, spending on protein orders has tripled over the past couple of years, with yoghurt and snacks becoming the fastest growing categories.

Companies now plan to broaden access to protein-rich foods through affordable pack sizes. “We are continuously evaluating multiple formats, including smaller SKUs, on-the-go formats to drive wider adoption,” said Akshali Shah, executive director at Parag Milk Foods. Consumers are seeking options that are convenient and easy to include in daily diets, said Dr Shantanu Das, VP & head of food sciences at ITC.

Pricing & taste will be key

Smaller towns, where the real volume sits, are just waking up to the idea of protein, said Kearney’s Sharma. “Where the market goes next will be decided by price, format and trust. The wider nutrition market is set to become 1.3x in just two years,” he added.
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