Now in India, the trend of ‘high-protein’ foods is not limited only to the world of fitness, but is also being included in fast foods. In fact, according to the report of Market Research Bureau, there is a deficiency of protein in the diet of 73% people in the country, that is why now brands and celebrities are promoting ‘high-protein’ diet. Many celebrities have even entered the protein business. Business – People’s expenditure on protein increased by three times. Swiggy Instamart’s report shows that there was a 150% increase in protein orders in the country between 2023 and 2025. People’s expenditure on protein has increased by 3 times. According to the report, the growth of protein products in tier-2 cities is 200% faster than metro cities. Cities like Nagpur, Jaipur, Chandigarh and Guwahati are leading this trend. Diet – People are emphasizing on protein in breakfast. Most of the protein products in the country are being ordered between 7 am to 11 am, which means now people are taking high-protein breakfast. Among these, peanut butter and Greek yogurt are the most popular. At the same time, the protein snacks and Greek yogurt category recorded an annual growth of almost 300%. Similarly, the demand for Sattu has also increased more than double. Brands – McDonald’s launches protein slices, Amul is also selling such products McDonald’s has launched vegetarian protein slices in India, which can be added as an addition to any burger. This slice provides approximately 5 grams of additional protein. Similarly, PepsiCo’s brand Doritos has launched protein-based chips and Starbucks has started bringing protein-rich coffee. Amul is also selling such protein rich products and food delivery apps like Zomato-Swiggy also have a separate section for ‘protein-foods’. Celebrities – Ranveer Singh – Hrithik Roshan Ranveer Singh enters protein business – Ranveer’s brand SuperU is now selling protein wafers, chips and protein powder. Hrithik Roshan – His brand HRX has launched Mission Protein India campaign with Country Delight. New products have been launched in this. Randeep Hooda – Partner and investor in food startup TeenPro. It sells products like protein bars. MS Dhoni – Has invested in a company named ‘Shaka Harry’. This company produces protein snacks and vegetarian alternatives to meat. Expert Opinion – Read the label while buying protein food. People in India consume less protein, but too much can be harmful. Due to trend, some people are taking more protein supplements than required. Increase the quantity gradually and from natural sources. -Many protein bars, chips and packaged foods are still highly processed. These may contain added sugar, salt, preservatives and many artificial ingredients. Companies market through healthy looking labels, so one should not trust the claims on the packet alone. – Beware of ingredients like sugar, high fructose corn syrup and artificial sweeteners preservatives. Also check to see if the first ingredient in the ingredients list is actually a source of protein. Be wary of claims like high-protein, zero fat or scientifically proven.
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Spending on protein increased three times in online shopping: ‘High protein’ trend in fast food, even stars are starting food brands
