What is the story about?
New Delhi: Prime Minister Narendra Modi’s repeated call to place health at the centre of India’s growth story is bringing renewed focus to one of the country’s most under-addressed nutritional challenges—protein deficiency. From his Independence Day speeches to recent interactions on preventive healthcare and lifestyle diseases, the Prime Minister has underscored the need for balanced diets, fitness, and nutrition as pillars of a productive India.
A nationwide survey, conducted by LocalCircles in collaboration with Country Delight, revealed nearly 60% of urban Indians do not consume protein-rich foods on a daily basis, despite rising health awareness and improved access to food markets across cities.
The study gathered over 2.07 lakh responses from consumers across 25 metro and urban districts.
Studies and advisories from the Ministry of Health and Family Welfare (MoHFW) and the Indian Council of Medical Research (ICMR) have consistently flagged inadequate protein intake as a widespread issue cutting across income groups, particularly in urban India. ICMR’s dietary guidelines recommend 0.66–0.83 grams of protein per kilogram of body weight per day for healthy adults, yet multiple assessments suggest that a large section of the population falls short of this benchmark.
Also Read: Budget 2026: ₹1,200 crore for Production Linked Incentive Scheme for the Food Processing Industry
As the government sharpens its focus on preventive healthcare—through initiatives such as POSHAN Abhiyaan, dietary diversification under public nutrition programmes, and behaviour-change communication around healthy lifestyles—new consumer data suggests that the gap between policy intent and everyday dietary behaviour remains significant.
Awareness remains a weak link
According to the survey, only 4 in 10 urban respondents regularly include protein-rich foods, such as lentils, eggs, milk, paneer, fish or nuts, in their everyday meals. This persists even as conversations around fitness, wellness and disease prevention gain traction.
The awareness gap is stark. Nearly three-fourths of respondents were unable to correctly identify the recommended daily protein intake for an average adult, despite official ICMR guidelines being widely available.
Further, around 85% of respondents said they do not track or estimate their daily protein intake, indicating that many consumers may be unknowingly under-consuming protein even when they believe their diet is balanced.
Public health experts said this disconnect mirrors broader national trends. While India has made progress on calorie sufficiency, macronutrient quality—especially protein—lags behind, particularly in carbohydrate-heavy diets.
Protein still not seen as essential
The survey also highlighted limited understanding of protein’s role beyond muscle building. Half of the respondents do not associate common symptoms such as fatigue, hair fall or low immunity with inadequate protein intake, pointing to gaps in preventive health awareness.
“India is a protein-deficient nation, and this deficiency can contribute to muscle loss, poor immunity, metabolic dysfunction and cognitive decline across age groups,” said Dr Vishakha Shivdasani, a physician specialising in lifestyle disease reversal. “Protein is not a fitness fad; it is a foundational requirement for daily health, disease prevention and healthy ageing.”
Cost—not access—drives the gap
Contrary to assumptions, availability is not the key constraint. Most respondents said protein-rich foods are easily available in local markets. Affordability emerged as the biggest barrier, followed by taste preferences and dietary restrictions, especially among vegetarian households.
Importantly, 71% of respondents said they are willing to switch to more affordable protein alternatives if such options are available, highlighting a clear opportunity for policy and industry intervention. The respondent base comprised 61% men and 39% women, offering a broad snapshot of urban consumption patterns.
Industry aligns with policy direction
As government messaging increasingly links nutrition to productivity and healthcare costs, food companies are aligning their strategies with national priorities. Country Delight, which commissioned the study, said the findings reinforce the need to integrate protein into everyday staples rather than position it as a niche product.
“Affordability, awareness and convenience are the key barriers to protein consumption in India,” said Chakradhar Gade, CEO & Co-founder, Country Delight.
As India pushes toward a health-first growth model, the message from policymakers and data alike is clear: closing the protein gap is no longer just a nutrition issue—it is an economic and public health imperative.
A nationwide survey, conducted by LocalCircles in collaboration with Country Delight, revealed nearly 60% of urban Indians do not consume protein-rich foods on a daily basis, despite rising health awareness and improved access to food markets across cities.
The study gathered over 2.07 lakh responses from consumers across 25 metro and urban districts.
Studies and advisories from the Ministry of Health and Family Welfare (MoHFW) and the Indian Council of Medical Research (ICMR) have consistently flagged inadequate protein intake as a widespread issue cutting across income groups, particularly in urban India. ICMR’s dietary guidelines recommend 0.66–0.83 grams of protein per kilogram of body weight per day for healthy adults, yet multiple assessments suggest that a large section of the population falls short of this benchmark.
Also Read: Budget 2026: ₹1,200 crore for Production Linked Incentive Scheme for the Food Processing Industry
As the government sharpens its focus on preventive healthcare—through initiatives such as POSHAN Abhiyaan, dietary diversification under public nutrition programmes, and behaviour-change communication around healthy lifestyles—new consumer data suggests that the gap between policy intent and everyday dietary behaviour remains significant.
Awareness remains a weak link
According to the survey, only 4 in 10 urban respondents regularly include protein-rich foods, such as lentils, eggs, milk, paneer, fish or nuts, in their everyday meals. This persists even as conversations around fitness, wellness and disease prevention gain traction.
The awareness gap is stark. Nearly three-fourths of respondents were unable to correctly identify the recommended daily protein intake for an average adult, despite official ICMR guidelines being widely available.
Further, around 85% of respondents said they do not track or estimate their daily protein intake, indicating that many consumers may be unknowingly under-consuming protein even when they believe their diet is balanced.
Public health experts said this disconnect mirrors broader national trends. While India has made progress on calorie sufficiency, macronutrient quality—especially protein—lags behind, particularly in carbohydrate-heavy diets.
Protein still not seen as essential
The survey also highlighted limited understanding of protein’s role beyond muscle building. Half of the respondents do not associate common symptoms such as fatigue, hair fall or low immunity with inadequate protein intake, pointing to gaps in preventive health awareness.
“India is a protein-deficient nation, and this deficiency can contribute to muscle loss, poor immunity, metabolic dysfunction and cognitive decline across age groups,” said Dr Vishakha Shivdasani, a physician specialising in lifestyle disease reversal. “Protein is not a fitness fad; it is a foundational requirement for daily health, disease prevention and healthy ageing.”
Cost—not access—drives the gap
Contrary to assumptions, availability is not the key constraint. Most respondents said protein-rich foods are easily available in local markets. Affordability emerged as the biggest barrier, followed by taste preferences and dietary restrictions, especially among vegetarian households.
Importantly, 71% of respondents said they are willing to switch to more affordable protein alternatives if such options are available, highlighting a clear opportunity for policy and industry intervention. The respondent base comprised 61% men and 39% women, offering a broad snapshot of urban consumption patterns.
Industry aligns with policy direction
As government messaging increasingly links nutrition to productivity and healthcare costs, food companies are aligning their strategies with national priorities. Country Delight, which commissioned the study, said the findings reinforce the need to integrate protein into everyday staples rather than position it as a niche product.
“Affordability, awareness and convenience are the key barriers to protein consumption in India,” said Chakradhar Gade, CEO & Co-founder, Country Delight.
As India pushes toward a health-first growth model, the message from policymakers and data alike is clear: closing the protein gap is no longer just a nutrition issue—it is an economic and public health imperative.
