Protein reached from gym to kitchen, supplements increased by 230%:Companies now selling milk, curd, paneer, bread, and beverages in the name of protein

In the country, protein is no longer limited to just gyms and fitness; it is becoming a part of everyday groceries. According to market research firm Redseer, 80% of Gen Z considers protein essential. Between 2024 and 2025, the options for protein supplements on quick-commerce platforms increased by 230%. Meanwhile, according to consumer intelligence firm NIQ (formerly NielsenIQ), 37% of Indians want to increase plant-based protein in their diet over the next 12 months. Protein is now emerging as a key marketing claim in milk, yogurt, paneer, snacks, and beverages. Food labeled as “high-protein,” which sells for twice the price of regular packets, is completely dominating the market. Companies are selling milk, yogurt, paneer, snacks, bread, cereals, and beverages specifically in the name of protein. Now, it is not just a matter of health needs, but has become a compulsion for customers to loosen their purse strings. Among Gen Z individuals who exercise regularly, 40% prefer alternative sources of protein. There is a huge difference in the prices of regular and high-protein products in the market. The nutritional value, ingredients, serving size, and total protein content of both vary significantly from one product to another. A ‘high-protein’ label on any product does not guarantee better quality. Due to quick-commerce, these products are now reaching homes along with groceries and snacks instead of being bought from specialized nutrition stores.
People are now buying items like Greek yogurt and protein bars not just for taste, but for health and strength. Apart from whey or animal-based proteins, the demand for plant-based protein is growing rapidly. Companies are now introducing traditional pulses and legumes in new packaged formats. It is important to remember that traditional, better sources of protein are already present on your plate. Pulses, milk, curd, paneer, eggs, fish, meat, soy, nuts, and seeds have always been included as major sources in the Indian diet. According to the ICMR-NIN Dietary Guidelines 2024, it is considered essential for a healthy person to consume 0.83 grams of protein per kilogram of body weight daily.
This organization always emphasizes a balanced and diverse diet and does not consider protein supplements to be absolutely necessary for the general public.