Brands Shift to Smaller Pack Sizes Amid Growing Protein Demand
Mumbai: The demand for protein-rich foods is driving a shift in the Indian market, with companies increasingly offering smaller-sized portions to cater to consumer preferences. As more Indians become aware of their protein deficiencies, brands are introducing affordable protein packs to encourage wider consumption. This trend spans a variety of products, from breakfast smoothies to snacks, making protein more accessible to consumers.
ITC has recently launched chana sattu in eastern regions, priced at Rs 10 per pack, which provides 10 grams of protein. The company aims to tap into regional preferences while promoting convenient protein options. Hemant Malik, executive director at ITC, emphasized that protein intake should be integrated into various meals throughout the day. Smaller, convenient packs allow consumers to incorporate protein into their diets more easily, rather than relying solely on a few meals.
The trend is not limited to affluent households. A study by Worldpanel by Numerator indicates that lower-income consumers are also opting for healthy snacks and beverages, including protein-rich options. Aditi Jain, head of brand & marketing at D2C brand SuperYou, noted that small-format packs lower the entry barrier for new consumers, making it easier to try and develop a habit around protein products. SuperYou has introduced protein wafers and puffs in single and multi-serve packs priced under Rs 50.
Zydus Wellness has expanded its protein snack range with a new millet wafer protein bar, priced at Rs 70 for a 40-gram pack. Tarun Arora, CEO at Zydus Wellness, highlighted the growing consumer interest in protein and scrutiny of ingredients. Parag Milk Foods is also enhancing its smaller protein snack offerings, with products priced under Rs 100. The company aims to approach protein consumption across various occasions, rather than limiting it to sports nutrition. Harsch Koshti, regional marketing director at IFF Taste for Greater Asia, stated that the protein trend is likely to persist, with more specialized nutrition products emerging for different audiences and consumption occasions.
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