Farmley study: 86% of Indians prioritise protein in snacks; parents will pay 60% premium
Farmley's third Healthy Snacking Report, based on 6,000 respondents, finds protein is the new super nutrient, with 86% prioritising it and 32% willing to pay premiums. 62% value ingredient transparency, signalling premiumisation across India's protein and functional-snacking market.
What happened
Farmley's third Healthy Snacking Report finds 86% of Indians prioritize protein when choosing snacks and 60% of parents will pay more for healthier kids'
Key facts
- 60% premium
- 86% consider protein important
- 6000 respondents
- 32% willing to pay premium
- 62% value ingredient transparency
- Rs 16,000cr to Rs 37,700cr fitness by 2030
- Rs 6353cr protein supplements 2026
- 17.7% CAGR
- Rs 1.5 Lakh Crore by 2036
Why this matters
Screen for acquisition or partnership targets in protein-forward, clean-label snacking to capture the premiumisation shift before category leaders consolidate share.
What to watch
- Competitor launches of high-protein namkeen/laddoo/chips SKUs with premium pricing
- FSSAI guidance or enforcement actions on protein and 'functional' snacking claims
- Actual sell-through/repeat-rate data on premium protein snacks vs stated intent
- Retailer shelf-space reallocation toward functional/protein snacking
- Ingredient input cost moves (nuts, seeds, whey) affecting premium-tier margins
- Audit own portfolio for defensible protein-per-serve claims and front-of-pack transparency before competitors saturate the shelf
- Prototype a parent-targeted kids protein-snack SKU at a tested 30-50% premium band to validate willingness-to-pay vs stated 60%
- Lock ingredient-sourcing and lab-verified protein content to pre-empt claims scrutiny and own the transparency narrative
- Segment pricing: premium protein tier for metros, value-fortified tier for mass to avoid pricing out the base