Protein reached from gym to kitchen, supplements increased by 230%: Companies are now selling milk, curd, cheese, snacks, bread, beverages in the name of protein.

According to NIQ, 37% of Indians want to increase plant-based protein in their diet in the next 12 months. – symbolic photo

Protein in the country is no longer limited to just gym and fitness, but is becoming a part of everyday grocery. According to market research firm RedSeer, 80% of Gen G (young generation) consider protein essential. Protein supplement options on quick-commerce platforms are set to grow 230% between 2024 and 2025.

At the same time, according to consumer intelligence firm NIQ (formerly NielsenIQ), 37% of Indians want to increase plant-based protein in their diet in the next 12 months. Protein is now emerging as a key marketing claim in milk, curd, cheese, snacks and beverages.

Food labeled as high-protein is completely dominating the market, being sold at twice the cost of a normal packet. Companies are selling milk, curd, cheese, snacks, bread, cereals and beverages in the name of protein. Now it is not just a matter of health but it has also become a compulsion for the customers to shell out money. 40% of Gen G people who exercise regularly prefer alternative sources of protein.

There is a huge difference in the prices of normal and high-protein products in the market. The nutritional value, ingredients, serving size and total protein content of both vary significantly from one product to another. The high-protein label on any product does not guarantee better quality. Due to quick-commerce, these products are now reaching homes along with rations and snacks instead of specialist nutrition shops. Now people are buying things like Greek yogurt and protein bars not for taste, but for health and strength. Apart from whey or animal proteins, the demand for plant-based proteins is increasing rapidly. Companies are introducing traditional pulses and beans in new packed formats.

It is important to keep in mind that traditional, better sources of protein are already present in the plate.

Pulses, milk, curd, cheese, eggs, fish, meat, soya, nuts and seeds have always been included as major sources in the Indian diet. According to ICMR-NIN Dietary Guidelines 2024, it is considered necessary for a healthy person to consume 0.83 grams of protein per kg of weight daily. This organization always emphasizes on a balanced and varied diet and does not consider protein supplements absolutely necessary for the general public.

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