Protein eggs and protein paneer dominate India’s protein cart, followed by chicken, chickpeas, greek yogurt, protein bars, makhana, oats, protein milkshakes and protein snacks
Riding India’s growing demand for healthier choices, quick commerce platform Instamart has witnessed a 150 per cent surge in protein orders over the last two years, signalling a sharp shift towards protein-led consumption across the country. The company has also expanded its protein assortment to nearly 10,000 stock-keeping units (SKUs) across categories.
The company said that while Bengaluru leads in protein demand, growth is accelerating beyond metros, with tier 2+ cities expanding at over 200 per cent faster rate, led by Nagpur, Jaipur, Chandigarh, Bhubaneswar, Guwahati and Vizag.
Protein eggs and protein paneer dominate India’s protein cart, followed by chicken, chickpeas, greek yogurt, protein bars, makhana, oats, protein milkshakes and protein snacks. The company highlighted that the most common pairing is eggs and paneer. Chicken and eggs follow as the second-most popular combination, with paneer frequently paired alongside other everyday protein staples.
“We are seeing a move from an ‘essentials’ basket to an ‘aspirational’ one, where ‘better-for-you’ is the new baseline. By offering a wide range of protein formats across categories, we are democratising access to high-performance nutrition. Whether it’s cleaner ingredients or non-toxic cookware, our goal is to ensure that a lifestyle upgrade is accessible for every Indian, from metros to emerging markets,” stated Hari Kumar G, Chief Business Officer, Instamart.
The Breakout Protein Stars
Even as new formats surge, traditional protein staples continue to anchor Indian consumption. Pumpkin seeds, protein oats, protein bars, yogurt, plant protein, milkshakes, eggs, shakes and bread featured prominently, as per the company. Instamart noted that protein snacks grew 300 per cent, while protein milk and shakes grew 225 per cent.
A Chennai user spent Rs 2,71,385, largely on peanut-based protein staples, while a Bengaluru user spent Rs 2,09,626 on protein bars alone. 7 AM to 11 AM remained peak ordering window for all protein needs, led by breakfast.
