Plant protein products are rapidly capturing market share in the Indian health supplements sector. The demand for plant-based protein powders is increasing proportionately to the country's rising vegan population.
Apart from gym-goers, to maintain daily protein intake in such hectic schedules the younger generation is inclined towards health drinks. Consequently, food processing companies are launching products to expand their consumer base to capitalize on the trend. For instance,
In December 2021, a leading D2C Ayurveda brand, Auric has launched a plant-based protein powder, which is made up of four ingredients, such as wheat and pea protein, Desi Khand and Natural Flavour. The product has no other added chemicals, preservatives, emulsifiers, stabilizers, or any other harmful ingredients.
With the launch of the product, the company targets to increase awareness among the adults to increase their daily protein intake, which 80% of Indians fall short of. The ayurvedic firm affirmed that this product is not linked with any athletic needs. Instead, this is required for the overall body's cell recovery and nutritional needs.
Moreover, the company launched three flavors of the product, such as Dark Chocolate, Badam Kesar, and Vanilla Coffee, with additional sulfur-free sugar. By creating this unique product, the company not only targets gym goers but is bringing all the health-conscious adults under the umbrella of the product.
Similarly, in August 2021, a health supplements company, Nutrabox announced the launch of NutraBox Plant Protein Powder which has a rich amino acid profile. Additionally, the product also has super green foods added in it, such as Spinach, Amla Extracts, Moringa, Spirulina, Barley Grass, Chlorella, and Alfalfa which increases the nutritional value of the product.
The company opined that it is a 100% vegan product since it has brown rice & pea protein which helps in muscle repair and rebuilding. Also, the product has no sweetener added to it and has 100% natural flavor. Additionally, the company also collaborated with the athletes of the country to understand the efficacy of the product on muscle recovery and digestibility.
India, being one of the leading vegan food markets in the Asia Pacific region, it is expected this vegan protein powder will be well accepted by the people of the country. Moreover, the company's previous launch, NutraBox's 100% Whey Protein, received much success in the country and got approved by supplement checking USA organization Labdoor.
Furthermore, these products will receive much appreciation in the country as there has been rising health awareness among the citizens of the country coupled with an increasing focus on the adverse effects of animal protein. Notably, this provided the impetus to the plant protein market in India. Moreover, diseases such as Bird Flu have acted as a tailwind and provided an easy transition from an animal-based diet to a plant-based diet. Additionally, health concerns during the pandemic further boosted the growth of the market.
There are a few other drivers which are responsible for the growth of the plant protein market in India, such as increasing purchasing power of the middle and lower-income families, growing focus on health and wellness of the young population, increasing demand for meat alternatives, etc. Also, the rising environment related to concerns and reduction of animal farming has provided momentum to the demand for a plant protein-based diet.
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