2 days ago
Indians Show Selective Willingness to Pay More for Healthier Foods
Many people in India are paying more attention to protein when choosing snacks.
A report based on responses from more than 6,000 people found that 86% considered protein important.
But fewer—about one in three—said they would pay extra for protein-rich foods.
Parents were more willing to pay extra for healthier snacks for their children.
Protein is also being added to familiar foods and drinks, rather than only sold as sports nutrition.
Buying these products through quick-commerce services has grown quickly.
The article says shoppers are most likely to pay more when a product offers a clear benefit, fits an existing routine, and remains affordable.
The article was sponsored content, not reporting produced by ThePrint journalists.
A 2026 Farmley report found 86% of surveyed Indians consider protein important when choosing snacks.
About 32% said they would pay more specifically for protein-rich products.
Nearly 60% of surveyed parents said they would pay more for healthier snacks for their children.
India’s protein market is estimated at $1.6 billion in 2026 and projected to reach about $2.2 billion by 2031.
Quick-commerce purchases of protein products grew by more than 150% over the past two years, according to the article.
- Who
- Indian consumers and parents, as described in a Farmley report based on more than 6,000 respondents.
- What
- The article examines consumers’ willingness to pay more for protein-rich and healthier everyday foods.
- Where
- India.
- When
- The report discussed is from 2026; quick-commerce growth is measured over the preceding two years.
- Why
- The article attributes interest to growing attention to protein and health, particularly for children, alongside the appeal of convenient, familiar products.
Key facts
- Survey size
- More than 6,000 people across cities and age groups.
- Protein matters for snacks
- 86% of respondents said protein is an important factor in snack choices.
- Willingness to pay for protein
- Around 32% said they would pay a premium for protein-rich products.
- Parents’ willingness to pay
- Nearly 60% said they would pay more for healthier snacks for their children.
- India protein market
- Estimated at about $1.6 billion in 2026 and projected to reach roughly $2.2 billion by 2031.
- Quick-commerce growth
- Purchases of protein products grew by more than 150% over the past two years.
- Disclosure
- The article is paid-for sponsored content; ThePrint journalists were not involved in reporting or writing it.
Sources
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