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PepsiCo India study: 60% of urban respondents cite high cost as a barrier to protein consumption
Our read
PepsiCo India is more likely than not to turn its survey of 1,250 urban respondents into affordable, convenient protein and fibre products rather than leave it as a one-off awareness exercise.
For operators
Cost and convenience are the stated barriers (60% cite high cost, 57% a lack of convenient options), so packaged-food teams should test affordable, easy-to-eat protein and fibre formats rather than lean on awareness messaging alone.
Watch
PepsiCo India announces protein- or fibre-led SKUs or pack-price formats
The report
PepsiCo India's study of 1,250 urban respondents found 70% consume less than 41g of protein, well below recommended levels. A further 57% cite a lack of convenient, credible protein-focused food options as a barrier.
- Cite high cost as protein barrier60%
- Cite lack of convenient protein options57%
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Reported figures
From the report. Source details below
| Consumers misinformed on daily protein requirement: | 56% |
|---|---|
| Consumers misinformed on daily fibre requirement: | 89% |
| Respondents citing lack of convenient fibre options: | 69% |
| Respondents consuming less than recommended fibre: | 61% |
Why it matters for the brand
With 69% citing a lack of convenient fibre options and 57% a lack of convenient protein options, there may be room for protein and fibre brands or capabilities that are both affordable and convenient, though the survey is single-source and urban-only.
What to track next
- A rival launches a competing high-protein or high-fibre range
- Regulatory guidance or action on nutrition and protein claims
- Retail or quick-commerce listings expanding a dedicated protein or fibre category
- Follow-up PepsiCo India consumer research or campaigns repeating the 41g protein and fibre-intake messages
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- PepsiCo India is likely to use the survey findings to back new or relaunched protein- and fibre-positioned products aimed at urban households.
- Expect PepsiCo India to emphasise convenience and entry-level pricing in these launches, since 60% of respondents cite cost and 57% cite a lack of convenient protein options.
- Packaged-food rivals may answer with their own high-protein or high-fibre claims, widening the functional-nutrition shelf space in urban retail.
- Quick-commerce platforms and modern retailers are likely to give more visibility to protein and fibre products as the 'nutrition gap' narrative spreads.
- Food regulators may take a closer look at protein and fibre claims on pack as more brands adopt this positioning.
The counter-case
The case against this reading — not reported by the source.
This is a brand-commissioned survey, and its findings point toward the products the brand wants to sell. A sample of 1,250 urban respondents is small for a country this large and varied, and it says nothing about rural or lower-income households. Intake is self-reported, which is notoriously unreliable for protein and fibre. The 41g protein cut-off is not explained, and a headline figure like '70% consume less than 41g' depends heavily on that benchmark. Questions about 'lack of convenient options' invite agreement and fit a product-launch narrative. The headline cost finding (60%) also sits awkwardly with that story. If cost is the main barrier, premium packaged protein and fibre products may be priced out of reach for the very people who say they are short, because dal, eggs, milk, paneer and soy are cheaper per gram of protein. The data therefore shows awareness gaps and stated intent, not proven demand or willingness to pay for packaged solutions.
The source
First seen