Importance of protein and how Indian consumers are prioritizing it

Step into any restaurant today, scroll through your social media feed, or browse food trends online, protein is everywhere. It has quietly moved from gym discussions to dinner table debates.

This vital macronutrient has resolutely entered our daily discourse, with many of us reassessing its role in our diets. After watching Indian consumers evolve in their relationship with food for decades, this shift feels both inevitable and remarkable.This protein shift represents a fundamental evolution in consumer consciousness, not a passing trend. Where protein reinforcements once lived in the domain of bodybuilders and athletes, it now sits comfortably in everyday meal planning.

Your neighbour talks about it. Your teenager asks about it. The conversation spans from metropolitan cafes to tier-2 city households, creating a shared language around something we have always eaten but never quite discussed this way.

Protein as a USPToday's consumers want more protein in everyday foods, not just in sports supplements. Consumers are drawn to protein because it delivers tangible benefits they can feel - sustained energy throughout busy days, a sense of fullness that prevents mid-day cravings, and the satisfaction of making a mindful food choice.

They are increasingly recognizing that adequate protein intake can help them age better by supporting muscle maintenance and overall body function. This experiential understanding of protein's value, rather than just its nutritional profile, has transformed it from a scientific term to a practical consideration in daily life.In response, chefs and nutritionists are working together to create protein-rich dishes that taste great with Indian flavours while being practical, affordable, and suitable for different dietary needs. Market research company – The IMARC Group, estimates the Indian protein-based food product market spanning supplements, foods, beverages, and innovations, at Rs.

38,247 crore in 2024, and expected to reach Rs.1.36 lakh-crore by 2033.

Can protein be made simpler?The current awareness about protein is not about chasing the perfect physique or following the latest fitness influencer. The protein conversation has become more practical and personal. People flip packages to read labels, a habit the pandemic accelerated. Today’s consumers ask not just how food tastes, but what it offers.Plant versus animal protein debates rage online.

Daily intake recommendations vary wildly depending on who is sharing. The noise can be overwhelming. It is time to simplify protein, breaking away from complex trends and back to everyday relevance and familiarity. Protein is necessary and its role in a balanced diet undeniable. When we cut through the chatter, the science behind protein also remains straightforward.

The Indian Council of Medical Research suggests adults need roughly 0.8-1 gram of protein per kg of body weight daily.

For a 60kg person, that is 48-60 grams.

Protein for all - The Science of choiceThe beauty of multi-functional protein lies in its accessibility. We can find it in legumes, lentils, nuts, and soya among plant-based protein sources, or we can turn to animal and dairy-based sources such as paneer, eggs, fish and meat. Each source has its unique benefits (if one comes with added fibre, vitamins and minerals, the other is more digestible and a complete protein source) but the choices mean people can build meals that work for their lifestyles, preferences, and budgets.

The Central Food Technological Research Institute (CFTRI), one of India’s premier food laboratory, even notes that with advanced food processing techniques the quality of plant proteins can replicate the benefits of animal proteins.Generational ripple effectThe most telling change is happening in our homes, and it is bound to create a ripple effect. Parents consciously balance their children's meals, ensuring protein sits alongside other food groups.

Lunch boxes, weekend meals, even picnics get planned keeping protein inclusion in mind. Nowadays, children are being taught the ratio of food groups in a meal right from preschool. As a result, they are growing up with an understanding of food from a very young age.

The Protein pivotThe opportunity excites food brands. Protein has the potential to drive culinary creativity with locally-sourced, functionally beneficial innovations.

It calls for major investments and strategic partnerships in making protein simpler for the consumer and also giving them what they need. When people feel confident about their food choices, they make them more often. When they understand what they are eating, they enjoy it more fully.

Smart food companies will listen to them closely and will track not just what people buy but why they buy it. They will innovate based on genuine consumer needs rather than manufactured trends. In the buzz around protein lies the food industry’s chance to meet the country’s need for food security, ensuring protein sources are localised to suit the palette of the customers. The industry that recognises and responds authentically will find itself at the centre of the next chapter in India's food culture.Contributed by Akshay Jatia, Chief Executive officer of Westlife FoodworldAll views expressed are individual and personal to the author.All Images Courtesy: istock