Winning Bizness Desk

Mumbai.India’s growing focus on health and nutrition is rapidly changing eating habits, with high-protein foods no longer limited to gym-goers and fitness enthusiasts. A growing number of consumers are now choosing protein-rich products as part of their daily diet, prompting food brands, restaurants and celebrities to cash in on the trend. According to a Market Research Bureau report, nearly 73% of Indians suffer from protein deficiency, a gap that is pushing both companies and public figures to promote high-protein diets more aggressively.

Protein consumption has emerged as one of the fastest-growing segments in the online grocery and food delivery market. Data from Swiggy Instamart shows that protein-related orders jumped by 150% between 2023 and 2025, while consumer spending on protein products has tripled during the same period. Interestingly, the demand is no longer concentrated in large metropolitan centres.

Protein demand rises rapidly in smaller cities

Tier-2 cities are leading the next phase of growth, with protein product demand expanding 200% faster than in metro cities. Cities such as Nagpur, Jaipur, Chandigarh and Guwahati are among the strongest contributors to the trend. Industry experts say greater awareness about fitness, easier access to specialised products and rising disposable incomes are helping drive demand beyond traditional urban markets.

Key findings from the report include:

• Protein-related online orders rose 150% between 2023 and 2025.
• Consumer spending on protein products increased threefold.
• Tier-2 cities recorded growth rates 200% higher than metros.
• Health-conscious young consumers are driving most purchases.

Breakfast becomes centre of protein push

The biggest shift is visible during breakfast hours. Most protein-rich products are being ordered between 7 am and 11 am, indicating that consumers are increasingly opting for high-protein breakfasts. Peanut butter and Greek yoghurt have emerged as the most popular choices among buyers.

The market has also witnessed sharp growth in newer categories:

• Protein snacks and Greek yoghurt recorded nearly 300% annual growth.
• Demand for traditional protein-rich sattu has more than doubled.
• Consumers are increasingly replacing sugary snacks with protein alternatives.

Food brands add protein to mainstream products

Major food and beverage companies are racing to introduce protein-focused offerings. McDonald’s India has launched a vegetarian protein slice that can be added to burgers, providing nearly five grams of extra protein. PepsiCo-owned Doritos has rolled out protein-based chips, while Starbucks has introduced protein coffee lattes. Dairy giant Amul is also expanding its protein-rich portfolio.

Food delivery platforms are responding as well. Apps such as Zomato and Swiggy now feature dedicated protein-food sections, making it easier for consumers to discover and order such products.

Celebrities turn entrepreneurs in protein space

The booming market has attracted several celebrities who are either launching brands or investing in nutrition-focused businesses.

• Ranveer Singh’s SuperYou brand sells protein wafers, chips and protein powder.
• Hrithik Roshan’s HRX has partnered with Country Delight for the Mission Protein India campaign.
• Randeep Hooda is an investor and partner in protein-focused startup TeenPro.
• MS Dhoni has invested in Shaka Harry, a company offering protein snacks and vegetarian meat alternatives.

Experts urge caution while choosing products

Health experts say India undoubtedly needs higher protein intake, but consumers should avoid blindly following trends. Lifestyle disease expert Dr Akshat Chadda advises people to increase protein gradually and rely more on natural food sources instead of excessive supplements.

Before buying packaged protein foods, experts recommend checking labels carefully:

• Watch for added sugar, excess salt and preservatives.
• Be cautious of high-fructose corn syrup and artificial sweeteners.
• Check whether protein is actually the primary ingredient.
• Do not rely solely on claims such as “high-protein”, “zero-fat” or “scientifically proven”.

Experts warn that many protein bars, chips and packaged snacks remain highly processed despite their healthy image. As India’s protein revolution gathers pace, informed choices may prove just as important as increasing consumption itself.