Mumbai: Protein foods are now commonplace on retail shelves, but consumers may also increasingly have the option to opt for smaller portions in the future. As protein-deficient Indians become picky about what they eat and what they add to their regular diet, companies are bringing smaller, more affordable protein packs to the market to expand consumption.From breakfast shakes to wafers, bars and snacks, brands are making protein foods more convenient and accessible. And it’s not just limited to specialized protein products; Companies are also packaging naturally protein-rich foods in smaller sizes. ITC, for example, recently launched chana sattu in the eastern regions starting at Rs 10, offering 10 grams of protein per packet, also taking advantage of regional nuances.“Protein intake is not just about the amount consumed, but also about facilitating its inclusion at different consumption occasions throughout the day. Smaller, more convenient packs can help consumers add protein at meals or while snacking, rather than relying on just one or two meals,” said Hemant Malik, executive director, ITC.The consumption of protein foods today is not limited only to economically well-off households. A recent study by Worldpanel by Numerator showed that the lower and wealthier class are opting for a variety of healthy snacks and drinks (including some protein snacks and drinks) to consume on the go.“Small-format packages 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 package lowers the barrier to entry, making it easier to try, understand and eventually develop a habit around protein-based products. It also fits naturally into today’s on-the-go consumption occasions, be it a quick snack between meals, at work or on the go,” said Aditi Jain, brand and marketing director at D2C brand SuperYou, which has introduced protein wafers and puffs in single and multi-serving packs for Rs 50. Tarun Arora, CEO of Zydus Wellness, which earlier this year expanded its range of protein snacks by adding a new millet wafer protein bar, said there is greater scrutiny of ingredients by consumers today and a growing interest in protein. A pack of 40 grams of bar is priced at Rs 70.Parag Milk Foods is also expanding its range of smaller protein snacks with products priced under Rs 100. “Parag Milk Foods is addressing protein consumption across multiple consumption occasions, rather than treating protein purely as a sports nutrition category,” the company said. Smaller packages are the sweet spot for consumption, said Harsch Koshti, regional marketing director at IFF Taste for Greater Asia. “The protein trend is definitely here to stay and we will see more and more specialized nutritional products designed for specific audiences, occasions and applications,” Koshti added.
Source link
