Protein product companies are launching in different categories, right from atta to eggs, that would add protein doses in a range of items. Protein products have become a new trend, and brands are introducing different products into the market related to protein, like protein shampoo for hair cleaning. It is estimated that the protein powder market has already reached Rs 8,000 crore, and the Indian upper and middle class are spending on it, said Bain and Company partner Anurag Mathur.
Companies know that launching a protein brand is a sustainable business, although there are strict rules for the protein product formulation to protect consumers against misleading claims. Everyone prefers having protein powders; that's the reason why startups and companies are launching products. They are launching health-conscious brands. For example, Eggoz is a new protein plus eggs product that's launched into the market as a protein bomb.
Wellness and weight management have grabbed the attention of protein intake that supports balanced muscle health and nutrition, as per Eggoz CEO, Abhishek Negi. Consumers buy protein products online, and this ratio has tripled over the last couple of years. Businesses are now trying to introduce protein-rich foods and small SKUs, according to Parag Milk Foods. According to the Head of Food Sciences at ITC, Dr Shantanu Das, people are looking for easy-to-include protein items in daily diets.
|