Summary:

Quick commerce platforms have reported a 150% increase in protein-related orders over the past two years, indicating that India's growing emphasis on health, fitness, and preventive wellness is changing the country's eating habits. Products like Greek yoghurt, whey protein, protein shakes, nutrition bars, and high-protein snacks are becoming more commonplace in homes and are no longer limited to specialised fitness markets. While rapid commerce platforms are increasing accessibility and convenience, the trend reflects greater knowledge of nutrition, weight management, and healthier lives. Additionally, demand is growing quickly in tier-II and tier-III cities, where the growth in protein consumption is surpassing that of bigger metropolitan areas. Food firms are driving growth in the health and nutrition market and supporting India's premiumization trend in the food and beverage sector by broadening their product offerings and focusing on larger consumer groups.

Source: IBEF

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