MUMBAI: Indians are increasingly waking up to advertisements and product launches centered around protein, as companies infuse everything from eggs and coffee to atta with extra doses of this essential nutrient. The protein trend has become a powerful marketing tool for brands introducing new items to retail shelves. For instance, Marico has ventured into the hair cleansing category with a protein shampoo designed to prevent protein loss in hair.
Protein Goes Mainstream
Once confined to powders—a market already worth Rs 8,000 crore and largely driven by fitness enthusiasts—protein consumption is now going mainstream. According to Anurag Mathur, partner at Bain & Company, approximately 80% of consumption is still led by premium households, but middle-class Indians are also increasing their spending on protein-rich products.
The adoption of GLP-1 drugs is expected to further boost protein demand. Companies see a long-term opportunity here, leading to a rush of new launches. However, analysts have called for stricter regulation enforcement through checks on advertising and product formulation to protect consumers from misleading claims.
Bridging the Protein Gap
Ayush Sharma, principal at Kearney, notes that the protein market is growing rapidly. It is no longer just gym-goers buying tubs of protein powder; regular people like office workers, new mothers, and older individuals concerned about weak bones are joining in. He emphasizes that the opportunity lies in the protein gap itself, as Indians have historically struggled to consume enough protein in their diets.
Brands Jump on the Protein Bandwagon
From large corporate houses to startups, brands are embracing the protein trend, making these products common on cafe menus, quick commerce apps, and social media feeds. PepsiCo's Quaker recently refreshed its brand to highlight protein and fibre content on its packs. Saakshi Verma Menon, chief marketing officer for foods at PepsiCo India, stated that the move aims to attract health-conscious consumers who haven't yet explored oats.
Startup Eggoz has introduced new protein-plus eggs, offering larger-sized eggs with more protein. CEO and co-founder Abhishek Negi noted that global conversations around weight management and wellness have increased attention on protein intake for balanced nutrition and muscle health.
Consumer Response and Market Growth
Consumers are responding positively. 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 plan to broaden access to protein-rich foods through affordable pack sizes. Akshali Shah, executive director at Parag Milk Foods, said the company is evaluating multiple formats, including smaller SKUs and on-the-go options, to drive wider adoption. Dr. Shantanu Das, VP and head of food sciences at ITC, added that consumers seek convenient options easily included in daily diets.
Pricing and Taste Will Be Key
Smaller towns, which hold the real volume potential, are just beginning to embrace the idea of protein, according to Kearney's Sharma. He stated that the market's future will be determined by price, format, and trust, with the wider nutrition market expected to grow 1.3 times in just two years.
