From gym tubs to kitchen staples: Protein becomes India’s new food trend (original) (raw)

India’s food and nutrition landscape is witnessing a rapid shift as protein-enriched products move from niche fitness shelves into everyday consumption, according to a TOI report.

From eggs and atta to coffee and even personal care items, companies are increasingly launching products fortified with protein or positioned around protein-related benefits. The trend has expanded beyond traditional protein powders—already an estimated ₹8,000 crore market—to mainstream grocery and FMCG categories.

Industry experts cited in the report noted that while premium households continue to dominate consumption, demand is steadily widening to include middle-class consumers, reflecting a broader shift in dietary preferences. Analysts say this momentum is being driven by rising health awareness, changing lifestyles, and increased focus on nutrition gaps in Indian diets.

The report also highlights growing interest from major FMCG players and startups. Companies such as PepsiCo, through its Quaker brand, have repositioned offerings to emphasise protein and fibre content, while newer entrants like Eggoz are introducing protein-enriched egg variants. Other firms, including Parag Milk Foods and ITC, are exploring smaller packs and convenient formats to improve accessibility and adoption.

Consumer behaviour is also evolving alongside supply. Quick commerce platforms have seen a sharp rise in protein-related purchases, with categories such as yoghurt and snacks emerging as fast-growing segments.

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However, experts caution that the next phase of growth will depend on pricing, taste, and trust, especially in smaller towns where awareness is still developing. The broader nutrition market is expected to expand further over the next few years as protein becomes a more regular part of Indian diets.