Every morning, Indians are looking for protein options that would increase their protein intake in everyday meals. Now, the brands are pushing protein intake in the market; whether it's a protein shampoo or protein powder, every protein product is in massive demand. Protein products hold a market of Rs 8,000 crore and are driven by fitness individuals, including the Indian middle class, says Anurag Mathur, Partner at Bain and Company.
Companies know that this is a great opportunity and so they are launching products. Analysts say that there are strict norms through a mix of checks on product formulation and advertising to protect consumers against misleading claims.
Right from startups to corporate firms, brands are launching new protein products, and social media and quick commerce are filled with these products. PepsiCo's Quaker brand highlighted the fibre and protein content and is introducing it in the market, which helps users explore oats for those who haven't tried yet, according to Chief Marketing Officer of PepsiCo, Saakshi Menon.
Also, Abhishek Negi, CEO and Co-founder of Eggoz, said that conversations around wellness and weight management have brought great attention to the importance of protein intake. Consumers are responding on quick e-commerce platforms and spending on protein powders over the last few years. Also, healthy snacks are gaining popularity.
Brands are now launching protein-rich foods through affordable pack sizes and continuously examining multiple formats, including smaller SKUs, said Executive Director of Parag Milk Foods, Akshali Shah. They are looking for easy options to include in daily diets, according to the VP and Head of Food Sciences at ITC.
|