Mumbai: Protein foods are now a common sight across retail shelves, but consumers may increasingly also have the choice to go for smaller-sized portions going ahead. As protein-deficient Indians become picky in terms of what they eat and add to their regular diets, companies are pushing smaller and more affordable protein packs into the market to widen consumption.From breakfast smoothies to wafers, bars and snacks-brands are making protein foods more convenient and accessible. And it’s not just limited to specialised protein products; firms are also packaging foods that are naturally rich in protein in smaller sizes. ITC, for instance, recently launched chana sattu in eastern regions starting at Rs 10, which offers 10 grams of protein per pack, also tapping into regional nuances.“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. Smaller, convenient packs can help consumers add protein across meals or while snacking rather than relying on one or two meals alone,” said Hemant Malik, executive director at ITC.Consumption of protein foods today is not just limited to households that are economically well-off. A recent study by Worldpanel by Numerator showed 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,” said Aditi Jain, head of brand & marketing at D2C brand SuperYou, which 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, said that today there is greater consumer scrutiny of ingredients and growing interest in protein. A 40-gram pack of the bar is priced within Rs 70.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. 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,” Koshti added.
