Inside BENEO’s new pulse plant: pioneering sustainable protein from faba beans
For decades, Indian meals were rarely structured around protein as a deliberate nutritional priority. Consumption patterns were guided largely by habit, taste preferences, affordability, and availability. Dal, milk, and eggs were staples, but not necessarily evaluated through a protein lens. Nutrient quantification and label scrutiny were not part of mainstream consumer behaviour. Protein was present in diets, but not part of active decision-making.
Over the past few years, however, a visible shift has emerged. Changing lifestyles, longer work hours, urbanisation, and the amplification of health conversations across digital platforms have brought protein into everyday discourse. What was once implicit is now explicit. Consumers increasingly question whether their diets provide adequate protein, signalling a behavioural shift that the food industry can no longer overlook.
One structural characteristic of Indian dietary patterns is that protein is often unevenly distributed across meals. While calorie sufficiency and satiety are typically achieved, protein adequacy may vary depending on meal composition. In many cases, the challenge lies not in availability but in eating patterns. This insight presents a significant opportunity for food businesses: incremental, familiar adjustments can be more impactful and scalable than radical dietary overhauls.
Protein balance, therefore, depends less on transforming the core meal and more on strategic additions and accompaniments, whether through chicken, paneer, eggs, pulses, or convenient protein-forward formats that integrate seamlessly into daily routines. For manufacturers and brands, this underscores the importance of positioning products as complementary enhancers rather than disruptive replacements.
While many staple foods contribute small amounts of protein, relatively few qualify as primary protein sources where protein constitutes a substantial share of nutritional value. These sources are more efficient in helping consumers meet daily requirements. From a category-development perspective, this distinction is critical. Building consumption occasions around true protein sources, rather than relying solely on carbohydrate-dominant staples, enables more effective protein delivery without altering traditional dietary frameworks.
The evolving narrative also reflects a shift in how protein is conceptualised. Instead of being associated with a single food item or confined to specific consumption moments, protein is increasingly viewed as something that can be distributed across the day. This reframing creates space for diversified formats and multiple dayparts, expanding innovation opportunities across breakfast, snacking, and dinner solutions.
Convenience has become a decisive factor in this transition. As work schedules intensify and cooking windows shrink, consumers are gravitating toward solutions that align with real-world routines rather than idealised dietary plans. This has accelerated the entry and acceptance of a broader mix of protein offerings, spanning dairy-based products, ready-to-cook options, and packaged formats designed for portability and ease.
Brands such as The Whole Truth, The Health Factory, Epigamia, and Godrej Yummiez illustrate how this shift is unfolding across categories. Each addresses distinct consumption occasions and consumer segments, collectively signalling that the protein conversation in India is maturing. The focus is moving away from rigid dietary rules toward accessibility, familiarity, and frictionless integration into daily life.
As World Protein Day is observed, the industry conversation extends beyond awareness-building. The larger opportunity lies in product innovation, portfolio diversification, and occasion-based positioning that aligns with contemporary consumption patterns. Rather than emphasising numerical targets alone, the market is increasingly centred on making protein inclusion practical, scalable, and embedded within everyday Indian eating habits.