Online shopping spending on protein products up 3 times:Fast food industry embraces ‘high protein’ trend; stars also launch food brands

In India, the trend of ‘high-protein’ foods is no longer limited to just the fitness world, but is increasingly being included in fast foods as well. Actually, according to a Market Research Bureau report, 73% of people in the country have a protein deficiency in their diet, which is why brands and celebrities are now promoting ‘high-protein’ diets. Many celebrities have even entered the protein business. Business – People’s spending on protein has increased up to three times Swiggy Instamart’s report states that protein orders in the country increased by 150% between 2023 and 2025. People’s spending on protein has increased up to 3 times. According to the report, the growth of protein products in Tier-2 cities is 200% faster than metro cities. Cities like Nagpur, Jaipur, Chandigarh, and Guwahati are driving this trend forward. Diet – People are focusing most on protein in breakfast In the country, most protein products are being ordered between 7 AM and 11 AM, meaning people are now having high-protein breakfasts. Peanut butter and Greek yogurt are the most popular among these. Meanwhile, the protein snacks and Greek yogurt category recorded an annual growth of approximately 300%. Similarly, the demand for sattu has also more than doubled. Brands – McDonald’s has launched protein slices, Amul is also selling such products McDonald’s has launched vegetarian protein slices in India, which can be added as an extra to any burger. This slice provides approximately 5 grams of additional protein. Similarly, PepsiCo’s brand Doritos has launched protein-based chips and Starbucks has started protein coffee lattes. Amul is also selling such protein-rich products and food delivery apps like Zomato-Swiggy also have a separate section for ‘protein-foods’. Celebrities – Ranveer Singh – Hrithik Roshan Enter Protein Business Ranveer Singh – Ranveer’s brand SuperYou is now selling protein wafers, chips and protein powder. Hrithik Roshan – His brand HRX has launched the Mission Protein India campaign with Country Delight. New products have been introduced in this. Randeep Hooda – Is a partner and investor in food startup TeenPro. It sells products like protein bars. MS Dhoni – Has invested in a company named ‘Shaka Harry’. This company prepares protein snacks and vegetarian alternatives to meat. Expert Opinion – Must Read Labels When Buying Protein Food People in India consume less protein, but excess can also be harmful. Some people are taking more protein supplements than needed due to trends. Increase quantity gradually and from natural sources. – Many protein bars, chips and packaged foods are still highly processed. These may contain excess sugar, salt, preservatives and many artificial ingredients. Companies market through healthy-looking labels, so one should not trust only the claims on the packet. – Be cautious of ingredients like sugar, high fructose corn syrup and artificial sweeteners preservatives. Also check whether the first ingredient in the ingredients list is actually a source of protein or not. Be alert about claims like high-protein or zero fat.