Sales of protein products are growing rapidly in India. Data from Amazon India shows that the protein and nutrition portfolio grew by 35%, while the general FMCG sector grew by only 9%. IMARC estimates that India’s protein supplement market was worth ₹7,461 crore in 2024, and is expected to reach ₹13,186 crore by 2033. Sales of premium protein supplements (priced over ₹4,500) are growing 3.5 times faster than normal. This growth isn’t limited to large cities, with cities like Bengaluru growing at 50-59%. Tier 2 and 3 cities like Kolhapur, Mangaluru, Dehradun, and Ambala are also seeing 40% growth. Mrigank Gutgutia of RedSeer Strategy Consultants says that people in India are now willing to pay a premium for health. Take eggs for example; consumption was 2,500 tons in 2011, reaching 5,000 tons in 2024. The egg market is growing at 7% annually and has reached a value of ₹70,000 crore. Are protein supplements truly capable of solving the nutritional problem? Only products that provide 60 grams of protein at an affordable price will survive. According to the ICMR, a healthy adult should consume an average of 60 grams of protein daily. The average protein consumption in urban India is 37 grams. Companies have identified this gap and are branding their products with terms like “Protein Kulfi,” “Protein Lassi,” “Protein Buttermilk,” and “Protein Paneer.” For example, it has become easier to sell a high-protein version of a product that used to sell for ₹20 for ₹30 or ₹40. Also, check out “Hello Health.” Experts say that one kulfi contains 10 grams of protein, which is 15-20% of the daily requirement. Similarly, protein bread contains 1-2 grams more protein than regular bread. Snacks marketed as high-protein often contain high amounts of sugar and fat. This is the “health halo” effect, where we overlook harmful factors in the pursuit of one good thing. Claims are hollow, yet risky: Lead was found in 75% of protein products, cadmium in 27.8%, and copper in 94.4%. 69.4%, or 25 products, actually contained 10 to 50% less protein than stated. This finding was based on research by Dr. Cyriac Abby Phillips of Rajagiri Hospital, Kerala, published in the journal Medicine in 2024. So, like baked-not-fried, this trend may end.
Protein deficiency is a real problem. Companies are seeing this as an opportunity. Only those companies will survive who will not compromise on taste and keep the prices reasonable, otherwise this trend will also end like the ‘Baked Not Fried’ trend of 2016, where such claims were made on packets of chips and namkeen, but they failed due to lack of taste and satisfaction.
