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Why are FMCG companies suddenly obsessed with protein?
May 6, 2025
Discover the surge in protein-rich food offerings by Indian FMCG companies. Explore the reasons behind this trend, including rising incomes and growing awareness of nutritional gaps. Delve into whether these products truly enhance nutrition or simply target health-conscious consumers. It's a fascinating look at a shift in dietary focus!
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Quick takeaways
- FMCG companies are focusing on protein-rich foods to address India’s significant protein deficiency and improve public health.
- Rising consumer income has increased demand for healthier options, encouraging FMCG brands to enhance profit margins with premium protein products.
Deep dives
Rising Demand for Protein-Rich Foods
The trend of FMCG companies introducing protein-rich food products is largely driven by the protein deficiency problem in India. The average adult in urban India consumes only about 37 grams of protein daily, significantly below the recommended 60 grams, leading to health issues such as malnutrition and stunted growth in children. By offering familiar and tasty products like high-protein Kulfi and snacks, companies appeal to consumers looking for easier ways to increase their protein intake without drastic dietary changes. This response to a nutritional gap allows these companies to tap into a growing market, as more consumers prioritize protein in their diets.
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