According to a Business Today report in the Times of India, the Indian protein products market is expanding rapidly as companies infuse protein into everyday foods—from eggs to coffee to atta. The protein powder market alone is worth Rs 8,000 crore, and consumption is moving beyond fitness enthusiasts to mainstream households. About 80% of consumption is still led by premium households, but middle-class Indians are also spending on protein, said Anurag Mathur, partner at Bain & Company.
Market Growth and Consumer Shift
The adoption of GLP-1 drugs is expected to boost protein demand further. On Swiggy Instamart, spending on protein orders has tripled over the past couple of years, with yoghurt and snacks becoming the fastest growing categories. “The market for protein is growing fast. It’s no longer just gym-goers buying tubs of protein powder. Regular people are joining in: office workers, new mothers, older people worried about weak bones,” said Ayush Sharma, principal at Kearney. He added that the opportunity lies in the protein gap itself: “Indians have always had the challenge of not getting enough protein in their diet.”
Key Players and Product Launches
Brands across sectors are jumping onto the protein bandwagon. Marico has introduced protein shampoo (it prevents protein loss in hair), foraying into the hair cleansing category. PepsiCo’s Quaker recently refreshed its brand, highlighting protein and fibre content on packs to attract health-conscious consumers who haven’t explored oats yet, said Saakshi Verma Menon, chief marketing officer, foods at PepsiCo India. Startup Eggoz has launched protein plus eggs—larger-sized eggs containing more protein. Abhishek Negi, CEO & co-founder at Eggoz, said globally, conversations around weight management have brought attention to protein intake for balanced nutrition and muscle health.
| Company | Product/Initiative | Key Detail from Source |
|---|---|---|
| Marico | Protein shampoo | Prevents protein loss in hair; foray into hair cleansing |
| PepsiCo (Quaker) | Brand refresh highlighting protein and fibre | Aims to attract new health-conscious users |
| Eggoz | Protein plus eggs | Larger-sized eggs with more protein |
| Parag Milk Foods | Evaluating smaller SKUs, on-the-go formats | To drive wider adoption and affordability |
| ITC | Convenient protein options | Dr Shantanu Das, VP & head of food sciences, said consumers seek easy-to-include options |
Pricing and Regional Expansion
Smaller towns, where the real volume sits, are just waking up to the idea of protein, said Kearney’s Sharma. Akshali Shah, executive director at Parag Milk Foods, noted: “We are continuously evaluating multiple formats, including smaller SKUs, on-the-go formats to drive wider adoption.” The wider nutrition market is set to become 1.3x in just two years, he added.
Implications for Food Manufacturers
The rush of launches indicates heightened activity in the food processing sector. Companies are responding to demand by introducing protein-enriched products and planning affordable pack sizes to broaden access. The focus on convenience—such as smaller SKUs and on-the-go formats—suggests shifts in production priorities toward packaging and portion control. With the nutrition market expected to grow 1.3x in two years, food manufacturers may need to scale operations, adjust supply chains, and invest in new product lines to capture this expanding segment. However, analysts have called for stricter regulation enforcement through checks on advertising and product formulation to protect consumers from misleading claims.
Sources:
