Authored by Vandana Tandan, Head of Market India and Bangladesh at SIG Group
Protein, an essential macronutrient vital for healthy cell growth, has always been a dietary staple. In the past few years, however, there has been a resurgence in its popularity, driven by a growing focus on health and wellness. This rising interest includes both animal and plant-based sources, as well as a variety of foods and beverages. It is an intriguing shift that has also led to widespread innovation among food and beverage companies, inspiring brands to explore and experiment with new formations and flavours.
Protein is a nutritional powerhouse and one of the three essential macronutrients the body needs in substantial amounts every day. From muscle building to supporting immune function, it offers myriad benefits vital for maintaining health and wellness.
Traditionally, in India, plant-based protein sources have been the mainstay of the diet. Although there is a substantial population who, still rely on plant-based proteins to meet their nutritional needs. Staples like lentils and beans have been forming a significant part of daily meals, followed by dairy products. When it comes to beverages, dairy options like lassi, and chaas dominate the market.
Some consumers prefer plant-based protein sources; however, these often lack a complete amino acid profile compared to dairy and animal-based proteins. This challenge has driven the rise of high-quality protein alternatives like ISO, whey, casein, and more. Initially introduced in powdered form for pre- and post-workout consumption, these proteins have evolved to meet changing consumer demands. With convenience and availability in focus, they are now widely accessible in ready-to-drink formats such as recovery beverages, protein-infused water, and milkshakes. Additionally, they are being incorporated into lassi, coffee, and iced teas to enhance both nutrition and taste.
Fuelled by rising health awareness, shifting dietary preferences, and a steadily growing global population, the Indian protein market size is estimated at 1.52 billion USD in 2024 as per a report by the market intelligence and advisory firm Mordor Intelligence. It is further expected to touch the height of 2.08 billion USD by 2029, growing at a CAGR of 6.08% during the forecast period 2024-2029. In 2023, India was also the largest market of plant-based protein, holding 65.38% of the value share. The country’s leading position in plant proteins is attributed to the widespread availability, functionality, and low price of soy, wheat, pea, and vegan protein sources.
The data and the evolving market trends showcase the immense potential the protein-based drink market presents for the food and beverage as well as the packaging companies to experiment and innovate with. The rising demand is driven by the growing need for protein functionalities and increased awareness of protein-rich diets.
Moreover, advanced aseptic packaging solutions provide the opportunity to safely introduce innovative protein-rich drinks in the market while preserving their nutritional value. Aseptic packaging effectively protects the beverage’s nutrient content, freshness and quality, without compromising with the taste of the beverage and no added preservatives. In parallel customization, transparency and convenience have also become inevitable as consumers now prefer brands who follow these aspects.
India’s protein market is getting dynamic. It has immense potential to grow, innovate and capture new markets. Considering that over 73% of the Indian population struggles to meet their daily protein needs, protein-enriched drinks can be a convenient option to fill the gap, contributing to their overall health and well-being. The compact and on-the-go packs will make them even more appealing and accessible for consumers.
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