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Protein awareness rising, but intake a challenge: Study
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Thursday, 08 October, 2026, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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PepsiCo India, in association with Euromonitor International and the Indian Institute of Millet Research (IIMR) studies how consumers think about protein, fibre and oats, and what can make better nutrition more practical and accessible.
Titled ‘The State of Protein & Fibre in Urban India’, the study surveyed 1,250 respondents aged 18–50 years across Delhi, Mumbai, Bengaluru, Kolkata and Kochi, examining protein and fibre awareness and intake, lifestyle and breakfast habits, factors influencing dietary choices, perceptions of oats and overall health orientation.
Some key findings from the study are: While 74 per cent of consumers claim to be aware of their daily protein requirements, 56 per cent are misinformed, unaware, unsure or unable to accurately identify their daily requirement. Protein is falling short on the plate as 70 per cent of respondents consume less than 41g of protein, well below recommended intake levels, with the intake gap seen across all five cities surveyed.
The study was unveiled at an event supported by the Confederation of Indian Industry (CII), bringing together voices from nutrition, public health and industry. Anchored in the study findings, the discussion explored the gap between nutrition awareness and consumption, and the need to make better nutrition more accessible, familiar and easier to consume every day.
Dr. Ankita Marwaha, Director R&D LifeScience & India R&D Site Lead, PepsiCo India, said: “As nutrition becomes increasingly central to how consumers think about their health and wellbeing, awareness alone is not enough. What matters is helping people translate credible nutrition knowledge into practical everyday choices. At PepsiCo India, staying close to consumers and understanding how their needs and behaviours are evolving is important to us. We also continue to engage with the research and academic community to deepen our understanding of nutrition and explore how we can offer better options while enabling consumers to make more informed decisions. This study is part of that journey, highlighting important gaps between awareness, understanding and action around protein and fibre, and giving us deeper insight into the realities that shape everyday food choices.”
With over 145 years of global heritage and a presence in India since 2006, Quaker is an important part of PepsiCo Foods’ portfolio. As the world’s No.1 oats brand, Quaker is building on its expertise in oats and nutrition to play a broader role in nutrition, with an increasing focus on protein and fibre.
Additionally, the study finds a strong desire among Gen Z to make protein easier to incorporate into everyday diets: 89 per cent wish adding protein to their diet felt easier and more natural, while 90 per cent want protein to be available in more familiar, everyday formats.
Dilip Radhakrishna, Senior Consultant, Euromonitor International, said, “The study highlights a gap between consumers’ interest in protein and fibre and their understanding of daily nutritional needs. Many respondents say they actively look for these nutrients in their diets, yet claimed awareness of daily requirements does not consistently translate into accurate knowledge, particularly for fibre. These knowledge gaps are evident across the five cities and age groups, pointing to an opportunity for nutrition communication to go beyond awareness and help consumers understand how much they need and how everyday food choices can help them meet those needs.”
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