Growing health consciousness among younger consumers is widening the market opportunity for niche protein-based brands, which were until now consumed by an aging population. Industry experts said the awareness around protein intake has resulted in 25- to 30-year-olds making such products a part of their daily diet. This has fueled the growth of brands that were earlier relegated to a small segment of society and were used by the masses only when recommended by a doctor. The reasons were a lack of awareness about muscle health in the absence of clear communication by marketers. Today, the influence of social media and a growing tribe of nutritionists communicating about the right way of eating is driving sales of such products.

Protein Brands are to target working adults who are likely to miss out on adequate protein intake due to hectic lifestyles. Young consumers are also taking protein for general health, fitness, and its versatility due to its neutral taste. “This trend is largely driven by rising health consciousness, focus on fitness, and the increasing awareness of the need and importance of maintaining optimum nutrition levels. Protein is our largest selling product and is popular with consumers of all ages. India Sees Huge Growth in Vegan Options as Plant-Based Eating Continues to rise. India is well-known for having a large vegetarian population, and many Indians are now turning to veganism due to health concerns. As plant-based eating grows, companies like Pro2fit are working to meet rising demand.