Protein Mini Scooper: Small packs, big push to make nutrition affordable

From breakfast smoothies and wafers to bars and snacks, brands are making protein-rich foods more convenient and accessible, with smaller formats aimed at bringing down the entry price for consumers. The push is also extending beyond specialised protein products, with companies packaging foods that are naturally rich in protein in smaller portions, according to a TOI report.

Protein foods have become an increasingly common sight on retail shelves, but consumers may soon have another choice to make: how much protein they want in a single serving. As protein-deficient Indians become more discerning about what they eat and add to their regular diets, companies are betting on smaller, more affordable packs to widen consumption.

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ITC, for instance, recently launched chana sattu in eastern regions, with packs starting at Rs 10 and offering 10 grams of protein per pack, while also tapping into regional consumption preferences. The strategy reflects a broader shift in the market, where affordability, convenience and familiarity are increasingly becoming as important as protein content itself.

Protein intake is not just about the quantity consumed, but also about making it easier to include protein at different consumption occasions during the day, Hemant Malik, executive director at ITC told TOI.

"Smaller, convenient packs can help consumers add protein across meals or while snacking rather than relying on one or two meals alone," Malik added.

Protein food consumption is not just limited to households that are economically well-off as a recent study by Worldpanel by Numerator revealed that the lower affluent class is opting for a range of healthy snacks and beverages (including some protein snacks and drinks) for on-the-go consumption.

"Small-format packs can play an important role in making protein a more accessible part of everyday snacking. For consumers who are new to the category, a smaller pack lowers the entry barrier, making it easier to try, understand and eventually build a habit around protein-led products. It also fits naturally into today's on-the-go consumption occasions, whether that's a quick snack between meals, at work or while travelling," Aditi Jain, head of brand & marketing at D2C brand SuperYou told the publication.

The brand has introduced protein wafers and puffs across single and multi-serve packs within Rs 50.

Tarun Arora, CEO at Zydus Wellness, which earlier this year expanded its range of protein snacks by adding a new millet wafer protein bar, noted that there is greater consumer scrutiny of ingredients and growing interest in protein in the current times. The brand's 40-gram pack of the bar is priced within Rs 70.

The evolution in protein food consumption is not just limited to these segments.

According to the TOI report, Parag Milk Foods is also widening its smaller protein snacking range with products priced at under Rs 100.

"Parag Milk Foods is approaching protein consumption across multiple consumption occasions, rather than treating protein purely as a sports-nutrition category," the company said, as quoted by the publication.

Smaller packs are the sweet spot for consumption, said Harsch Koshti, regional marketing director, IFF Taste for Greater Asia.

"The protein trend is definitely here to stay and we will see more and more specialised nutrition products designed for specific target audience, occasions and applications," the director added.

Categories such as protein bars, ready-to-drink beverages and functional snacks have seen strong growth over the past two years, prompting both legacy FMCG companies and startups to expand their presence in the segment.

India’s growing obsession with high-protein diets is also reshaping grocery baskets, with consumers increasingly ordering a range of items from whey powders and Greek yogurt to protein chips, shakes and fortified breakfast products through quick commerce platforms.

Swiggy Instamart, in a report released in May, said protein-related orders on its platform have jumped 150% over the last two years, pointing to a wider shift in eating habits as more Indians move towards health-focused and protein-heavy consumption.

(With inputs from TOI)