THE PROTEIN GOLD RUSH

India's protein-based food market is growing at a furious pace, as FMCG firms and a host of startups rush to tap the rising demand from health-conscious customers. But not all of it is healthy, say experts

- SONAL KHETARPAL

WHEN INFLUENCER REVANT HIMATS-INGKA, BETTER KNOWN AS FOOD-PHARMER, RAN AN INSTAGRAM POLL IN MARCH 2024, asking “what's missing from your diet?”, over 70 per cent of the 2,974 respondents came up with the same answer: protein. Once a staple of gym-goers trying to bulk up, millions of consumers are now watching their protein intake and asking for healthy products without compromising on taste. While growing health awareness and rising disposable incomes are driving the trend, influencers and celebrities gushing on social media about how they have made a higher protein intake a part of their lifestyle is fuelling its expansion. And it’s not just health food startups like Yoga Bar, Troovy, The Whole Truth, SuperYou and Protein Chef who are supplying the goods, legacy players in the food and beverage industry have joined the protein race too. On the table are protein-enhanced idlis, biscuits, dairy products, bread, ice cream, coffee and even protein water. Swiggy now lists more than a million protein-rich dishes, McDonald’s offers a plant-based protein slice in its burgers and Nestlé has launched besan Maggi noodles. Protein is now a mainstream wellness solution for Gen Z, millennials and even seniors, so much so that just like dairy, fruits and vegetables, staples and beverages, high-protein food, too, is an FMCG category today, and the fastest-growing one.

The numbers are certainly impressive. According to market research firm IMARC Group, India's protein-based product market touched Rs 38,247 crore in 2024 and is projected to touch Rs 1.36 lakh crore by 2033, growing at a CAGR (compound annual growth rate) of 15.17 per cent. However, behind this phenomenal growth of protein foods lie hard nutritional facts—on the nature of protein and its intake by Indians.