Opting for cheap protein powders might save money but could harm kidney health: Bonafide Research

The consumption of protein powder in India is increasing due to a growing young population, Western dietary influences, a rising frequency of exercise, and a greater focus on maintaining active and healthy lifestyles. This trend has significantly boosted the adoption of protein supplements across the country.

According to the report India Malt, Protein and Herbal Supplement Market Outlook, 2027-28 by Bonafide Research, the Indian protein supplement market has been growing at a CAGR of more than 10% from 2022-23 to 2027-28. The pursuit of health and fitness is gaining rapid popularity, with more people becoming health-conscious and image-sensitive. Fitness enthusiasts, primarily aged between 20 and 35 years, including students and professionals, are driving this market’s expansion. The dietary supplement industry is evolving into a dynamic segment with continuous opportunities for innovation and growth. In the top 12 cities of urban India, nearly 78% of adolescents consume dietary supplements daily.

Most individuals purchase protein supplements from local pharmacies or stores, creating an opportunity for gray market sellers to supply counterfeit products at higher margins. Online purchases also carry the risk of counterfeit supplements being sold under branded names. Some US-manufactured whey protein tubs do not list expiry dates, instead displaying best-before dates, which gray market sellers exploit by offering these products at heavily discounted rates. Consumption of such near best-before-date products can pose health risks.

The consumption of protein powder is highest in the southern region of India, accounting for over 34% of total national consumption. The leading players in the Indian protein powder market include Venky’s, Brightlifecare, Medinn Belle, and MuscleBlaze. The primary forms of protein powder available in India are casein, soy protein, and whey protein. However, concerns have emerged regarding counterfeit protein powders manufactured in unauthorized factories, such as those in Dharavi, where soy powder and cocoa are mixed to resemble whey protein. Excessive soy intake can disrupt hormone function and negatively affect kidney health.