Once limited to gym-goers and fitness enthusiasts, protein-based foods and beverages have entered the mainstream market with an increasing number of brands launching affordable and diverse product formats. The sector is witnessing significant growth, driven by rising consumer awareness and strong investor interest, leading to a surge in acquisitions and funding.
Industry experts highlight that while 45% of the protein market caters to performance-based nutrition for gym-goers, the remaining 55% falls under the lifestyle protein segment, which is experiencing the fastest growth. This shift has prompted brands to introduce protein-rich everyday foods such as shots, bars, snacks, confectionery, and pre-mixes, expanding the category beyond traditional protein shakes.
The Indian protein market, valued at approximately ₹16,000 crore, rapidly evolves as companies experiment with new flavors and formats to capture consumer interest. This transformation has led to strategic acquisitions and investments, with ITC acquiring Yogabar, Hindustan Unilever (HUL) investing in Oziva, and Zydus Wellness acquiring Naturell, the parent company of Max Protein.
Dairy giant Amul, which has introduced a high-protein range of about a dozen products, including shakes, buttermilk, and whey-based beverages, reported a 100% growth in sales since launching its protein products two years ago. The company is now expanding its production capacity and plans to distribute its products through e-commerce, quick commerce, modern trade, and general retail. With entry-level pricing starting at ₹25, Amul aims to make protein consumption a part of everyday diets.
Investor enthusiasm for the protein segment remains high, with recent funding rounds reflecting strong market confidence. Omnichannel nutrition platform HealthKart has secured investments from ChrysCapital and Motilal Oswal Alternates, while European investment firm Sofina has backed The Whole Truth (TWT). SuperYou, co-founded by Think9 Consumer Technologies and actor Ranveer Singh, has also attracted funding and is expanding its offerings from protein bars and wafers to biscuits, powders, and breakfast cereals.
Taste has been a key challenge for protein-based foods, but brands are now focusing on enhancing flavors to drive mass consumption. Earthful, a direct-to-consumer (D2C) plant-based protein brand, recently raised ₹5 crore and reported a threefold growth over the past year. The company plans to introduce three to four new products each quarter, including coffee mocha protein flavors and plant-based milk mix powders.
The Indian nutraceutical market is expected to witness substantial growth over the next five to seven years, fueled by increasing health consciousness among consumers. NielsenIQ reported in November that smart snacking in India is growing 1.2 times faster than traditional snacks. Additionally, one in five snacks now have a health-focused positioning, driven by the popularity of small, affordable, and nutrient-rich options.
As part of efforts to raise awareness, Right to Protein, an initiative backed by the US Soybean Export Council (USSEC), ran a campaign on February 27 for World Protein Day to educate consumers about making informed and sustainable protein choices.
With growing awareness, enhanced affordability, and innovative product formats, the protein market in India is poised for a major transformation, making high-protein foods and drinks an integral part of daily consumption.