India Whey Protein Market Research Report: Forecast (2024-2030)

Market Insights & Analysis: India Whey Protein Market (2024-30):

The India Whey Protein Market size was valued at USD 92.03 million in 2023 & is projected to reach USD 125.2 million by 2030. Along with this, the market is estimated to grow at a CAGR of around 5.08% during the forecast period, i.e., 2024-30. The industry has experienced explosive growth in India over the years, propelled by the ever-increasing young population. This factor widely motivates a need for solutions around health & fitness, like whey protein, to keep Indian consumers energetic & active, thereby supporting muscle development and general well-being. Due to global fitness trend inspirations and the growing awareness about nutrition, they have begun to identify the significance of whey protein to achieving desired fitness goals. This leads to an uplifted demand for whey protein products in the country, which is boosting the market.

Another factor supporting the increase in the market is the rise in the fitness industry in India, including gyms, fitness centers, sports facilities, etc. Gym-goers are often advised by their respective trainers to consume whey protein regularly to help improve natural muscle growth and recovery. This has driven the demand for whey protein products in India and increased the overall market. In addition to this, the recommendations by various nutritionists & dieticians on various social media platforms and the advertisements & endorsements by different celebrities and sportspersons in or around India have accelerated the demand for the supplement of whey proteins in Indian consumers, wherein the consumer category is mostly youth.

Also, a lot of endorsements are made in collaboration with sportspersons by whey protein providers in India. Such collaborations between well-known icons and brands improve brand visibility, and hence would also make a positive impact on the consumption of whey protein products. Additionally, the high disposable personal income of Indian consumers has further allowed them to spend more on their health and wellness and buy premium-priced whey protein products.

In addition, foods & beverages and other health solutions are being adopted by consumers, which includes personalization or customization of products according to their nutritional needs. Therefore, as whey protein often contains high nutritional content, specifically for people concentrating on their health, personalization of whey protein solutions would continue to increase demand among Indian consumers. Therefore, the personalization available with whey protein products in the country is expected to be a driving factor that helps in increasing the market share of the India Whey Protein Market.

India Whey Protein Market Driver:

Growing Role of Whey Protein in Combating Obesity & Protein Deficiency in India – In India, consumers have been observed to be largely inclined toward a sedentary lifestyle and higher consumption of junk foods, which have high calories and fats. This shift in lifestyle has resulted in increased occurrences of obesity across the country. Both obesity and overweight are the causes of danger to health, leading to the development of several diseases like indigestion, heart diseases, diabetes, constipation, and many more. Hence, consumers in India have started focusing on reducing their weight through physical workouts & diet control. Whey protein easily fits into their diets and exercise regimes for effective weight loss and maintaining health in India.

Furthermore, the per-day consumption of protein among Indian individuals is much lower than the 48gm per day consumption suggested by the Indian Council of Medical Research. This is so because the normal Indian diet is found to be very poor in protein and high in carbohydrate content. This abnormality in the Indian diets makes the Indian consumers protein-deficient. Thus, because of increased awareness of the benefits originating from the consumption of protein, the demand for whey protein products is growing, further contributing to the growth of the India Whey Protein Market.

India Whey Protein Market Challenge:

Counterfeit Whey Protein Products Hampering Consumer’s Trust – Whey Protein Products have gained immense popularity in India and have become an important part of the diet of most fitness enthusiasts and health-conscious people. They promise assistance in muscle growth, recovery, and well-being. However, with the growing demand for whey protein products in India, the market has also seen a rise in the availability of counterfeit or fake whey protein products at various distribution channels. These counterfeit whey protein products display inaccurate protein information, contain harmful toxins, and often display traces of pesticide residue.

Moreover, the health risks associated with these counterfeit products often affect the trust of consumers in the product. There is a humongous loss of consumed sales & revenue, and the loss of brand reputation as consumers unknowingly purchase these counterfeit products and express their dissatisfaction and loss of confidence in the brand. Besides, such companies that develop authentic products are now challenged with not just stopping the problem of counterfeit distribution but also with gaining consumer trust for whey protein products. Hence, if the impact of available counterfeit whey protein products on sale continues to grow, then it would hamper the overall India Whey Protein Market.

India Whey Protein Market Trend:

Growing Shift towards the Adoption of Plant-based Whey Protein – The whey protein segment in India is largely impacted by a change in consumer preference. The shift is largely attributed to the health and environmental awareness that is driving consumers in India to choose plant-based protein products instead of the traditional animal-based whey protein. In other words, this has pushed the demand for innovative solutions among manufacturers. Plant-based whey protein caters to a range of consumers from vegans to people who are lactose intolerant.

Whey protein is novel and caters to a wide target group of users, including athletes, fitness enthusiasts, and those generally keen on leading a healthier lifestyle. This kind of innovation is likely to drive substantial growth in the India Whey Protein Market segment in the coming years.

India Whey Protein Market (2024-30): Segmentation Analysis

The India Whey Protein Market study by MarkNtel Advisors evaluates & highlights the major trends & influencing factors in each segment & includes predictions for the period 2024–2030 at the country level. As per the analysis, the market has been further classified as:

Based on Product Type:

• Whey Protein Concentrate (WPC)
• Whey Protein Isolate (WPI)
• Whey Protein Hydrolysate (WPH)

The Whey Protein Isolate (WPI) segment of the Whey Protein Market has exhibited a significant market share over the past few years. The protein isolates are cleaner form, compared to the concentrate & hydrolysate, due to their benefits like minimal content of lactose. The isolates are the purer forms of the concentrates and hence are considered suitable for consumption. Therefore, with the rise in the population of lactose intolerance in India, the demand for the product in the isolate form has also increased, with minimal carbohydrate and fat content. Moreover, protein isolates of whey are excessively favored products by athletes, thus, the demand for whey protein isolates is destined to increase in the upcoming years as well.

Based on the Application:

• Sports Nutrition
• Food & Beverages
• Dietary Supplements
• Animal Feed

The highest market share was occupied by Sports Nutrition in the India Whey Protein Market. People participating in various sports have been using whey proteins to increase or maintain muscle mass and to enhance their play in sports or physical performance. This has further enhanced the demand for whey protein products for sports nutrition and the growth in this segmental market. Furthermore, in recent years, India has also been hosting national or international sports events, such as the Asian Games, the Olympics, and so on. For example:

• In 2024, the Indian government announced plans to host both the Youth Olympics and the Olympics in India in the years 2030 and 2036, respectively, to strengthen India's commitment to sports and announce a strong expression of interest to bid for the Olympics.

Thus, such events, combined with sponsorships of athletes and fitness influencers, increase promotions and the consumption of whey protein products, thus driving segmental market growth.

India Whey Protein Industry Recent Development:

• 2023: Naturell India Pvt. Ltd. launched Max Protein Whey Protein in India.
• 2022: Explosive Whey announced the launch of the first athlete standard whey protein product in India.

Gain a Competitive Edge with Our India Whey Protein Market Report

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