Protein food brands are responding to rising consumer demand by introducing smaller, more affordable packaging options. According to reports from The Times of India, companies are making protein foods more convenient and accessible across multiple categories, from breakfast smoothies to wafers, bars and snacks. The strategy extends beyond specialized protein products to include naturally protein-rich foods packaged in smaller sizes, with brands focusing on making protein consumption easier across different meal occasions throughout the day.
ITC has launched chana sattu in eastern regions starting at ₹10, offering 10 grams of protein per pack. As reported by The Times of India, Hemant Malik, executive director at ITC, explained that protein intake is not just about quantity consumed but making it easier to include protein at different consumption occasions. The company is tapping into regional nuances while providing affordable protein options for consumers.
A recent study by Worldpanel by Numerator shows that the lower affluent class is opting for healthy snacks and beverages, including protein snacks and drinks, for on-the-go consumption. According to Aditi Jain, head of brand & marketing at SuperYou, small-format packs can lower the entry barrier for new consumers, making it easier to try, understand and build habits around protein-led products. The company has introduced protein wafers and puffs across single and multi-serve packs within ₹50.
Tarun Arora, CEO at Zydus Wellness, reported that the company expanded its protein snacks range by adding a new millet wafer protein bar with a 40-gram pack priced within ₹70. As reported by The Times of India, Parag Milk Foods is widening its smaller protein snacking range with products priced at under ₹100. The company stated it's approaching protein consumption across multiple consumption occasions rather than treating protein purely as a sports-nutrition category.
According to Harsch Koshti, regional marketing director at IFF Taste for Greater Asia, smaller packs represent the sweet spot for consumption. As reported by The Times of India, Koshi noted that the protein trend is definitely here to stay and expects more specialized nutrition products designed for specific target audiences, occasions and applications. The industry shift reflects growing consumer scrutiny of ingredients and increasing interest in protein consumption across different demographics. The global obesity-related malnutrition nutrition market is valued at USD 242.2 million in 2026 and is projected to reach USD 634.0 million by 2036, growing at a CAGR of 10.1% between 2026 and 2036.
