The “Protein” Label: Marketing Strategy or Nutritional Reality?
06/05/2026, Gaurav Shakya 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. 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 ?" In recent years, the growing concern around carbohydrate consumption has significantly influenced consumer behavior. Food companies have identified this shift and strategically responded by repositioning their products—often by emphasizing protein content. A visit to any modern retail stor...