The “Protein” Label: Marketing Strategy or Nutritional Reality?
By Gaurav Shakya * The Rise of "Protein" Everything Trend In near future, we might even see protein-infused lip gloss. It sounds humorous, but the protein trend is gradually moving in that direction. More than 70% of Indians are believed to have inadequate protein intake, mainly because traditional diets remain largely carbohydrate-heavy. * Market Response : From Nutrient to Buzzword What’s noteworthy is the market’s reaction. Protein has subtly emerged as one of the most influential buzzwords in India’s food industry—appearing in wafers, cookies, oats, shakes, cereals, even ice cream. The range continues to expand. This leads to a fundamental question: "Are we genuinely addressing protein deficiency, or simply creating a new, market-driven “protein” category ?" * The Fear of Carbs & Shift in Consuming Behavior In recent years, the growing concern around carbohydrate consumption has significantly influenced consumer behavior. Food companies have identifie...