Protein has moved far beyond the gym and bodybuilding culture in India. From high-protein breakfast products and dairy items to snacks, beverages and supplements, protein is now being marketed as an important part of daily nutrition.
But awareness is not necessarily enough to make sure people are consuming enough of it.
A new study on protein and fibre consumption in urban India highlights this gap between knowledge and actual dietary habits. The results show that while India is becoming more and more aware of protein consumption and especially younger consumers are taking up protein consumption, the fact is that there are so many practical barriers that prevent sufficient intake.
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The study, titled The State of Protein & Fibre in Urban India, was conducted by PepsiCo India with Euromonitor International and the Indian Institute of Millet Research. It surveyed 1,250 people aged 18 to 50 across Delhi, Mumbai, Bengaluru, Kolkata and Kochi.
Seven In 10 Respondents Consume Less Than 41 Grams Of Protein
The main finding is that protein awareness is not as well as actual consumption.
According to the study, about 70% of urban respondents consume less than 41 grams of protein per day. 61% of respondents were also consuming less than recommended amounts of dietary fibre.
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The results are especially pertinent because protein is essential for several functions in the body. It provides amino acids for tissue health and healing and supports muscle, bone and bodily functions.
Protein requirements are not the same for all individuals. Age, body size, activity level, pregnancy, health status, and more factors may affect nutritional needs of individuals. A single daily protein target should not be regarded as good for everyone.
India's dietary guidelines and nutrient recommendations are published by the Indian Council of Medical Research, which provides official resources on dietary guidelines and nutrient requirements for Indians.
Awareness is growing, especially among younger Indians
This is a very interesting generational shift, the study finds.
Younger consumers are looking to add protein into their day-to-day diets rather than see it as a fitness or bodybuilding item. According to the study, 89% of Gen Z respondents wished protein would be easier to incorporate into their diet and 90% preferred familiar, everyday food formats.
This is part of a bigger change in India’s food market. Protein-rich products are now appearing in milk, yoghurt, paneer, snacks and beverages alike. Research published early this year also showed that a majority of younger Indian consumers are more likely to regard protein consumption as an important part of their diet.
Another 2026 survey showed that 41% of Indian consumers actively track protein intake and almost half check nutrition labels before buying food. But 93% of respondents had some confusion about protein information.
That highlights another part of India’s protein paradox: people may be paying more attention to protein without always knowing how much they need or which sources are appropriate.
Why is it so hard to get enough protein?
Awareness is only one part of the problem. Cost, convenience and established eating habits can influence what ultimately ends up on the plate.
The recent urban India study identified affordability and limited convenient options as important barriers to improving protein and fibre intake.
Traditional Indian meals can provide protein through dals, pulses, beans, dairy products, soy, nuts and seeds, eggs, fish, chicken and other animal-based foods for those who consume them.
But diets can differ sharply among households and regions. A cereal-heavy meal may provide some protein but may still be inadequate for an individual’s needs if a lot of protein is not served.
Protein supplements and fortified foods also have a growing market. But supplements are not always required. A diet that is well-balanced can give protein through regular foods and supplements are useful in some cases (if supplements are needed and a professional’s advice is provided).
Making Protein Part Of Everyday Meals
The protein gap does not necessarily mean people need expensive products.
For many Indians, it’s a more realistic plan to include more protein-rich food in meals. Pulses, legumes, soy foods, milk, curd, paneer, eggs, fish, chicken, nuts and seeds can all be added to daily protein intake.
The quality of the diet should also be taken into account and not only the products labeled as "high protein".
Nutrition labels can be used to help consumers compare products, but high-protein claims shouldn’t be taken to mean that a food is healthy. Packaged products can also contain huge amounts of added sugar, sodium or other ingredients.
So India's increased interest in protein is positive but awareness would need to be translated into practical and affordable choices.
The country’s protein challenge is not so much about convincing people that protein matters. It is also about making nutritious protein sources accessible, affordable and easy to incorporate into familiar meals.
For consumers, the takeaway is simple: protein is an important nutrient, but more is not always better. Personal requirements are different and a balanced diet that includes the right protein sources is more important than the latest high-protein food trend.
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