THE PROTEIN MANIA From Supplements To Supermarkets

It is no longer a niche, but a necessity. No longer confined to pharmacy shelves, it now dominates every supermarket aisle. How did we become so obsessed with this single nutrient?

- By Ravi Raj

In a world where the wellness industry has permeated every facet of our lives, new health trends emerge and fade like oceanic waves. This never-ending, always-evolving cult of wellness has found its latest point of fixation: protein. What used to be a niche supplement for bodybuilders and athletes, tucked in some corner of a pharmacy store, has become an ubiquitous presence in our lives, invading almost every aisle of the supermarket. From your favourite tub of ice cream to a refreshing soft drink, from everyday essentials like milk, yoghurt, and cheese to even your water bottle—there's now a protein-enhanced version of virtually every food and beverage you can think of.

Brands, both established and emerging, are embracing the buzz with the protein rendition of their products. Starbucks, the global coffee chain, has already launched protein cold foam and protein lattes in the United States. Closer home, Bollywood actor Ranveer Singh joined hands with the entrepreneur Nikunj Bayani to launch SuperYou, a healthy snacking brand that sells protein-enriched chips and wafers. Amul’s vast catalogue of protein-infused products, which includes high-protein buttermilk, blueberry shake, whey protein, and protein Lassi, is already a big hit. The trend, however, does not stop at the shelf of your supermarket. A coterie of protein-focused restaurants in metropolitan cities has sprung up, alluring those who don't want to compromise on taste and nutrition. "People are moving beyond just protein powders; they are looking for products that are clean, tasty, and functional. Think yoghurts, beverages, snacks, and even treats like ice creams that offer more than just indulgence," says Richa M Kumar, Partner at Skyrrup, a new-age Indian brand creating natural, protein-rich foods.