Instamart has reported a 150% rise in protein-related orders over the last two years, highlighting a growing consumer shift towards healthier and protein-focused food choices across India.
As demand for “better-for-you” products rises, the quick commerce platform has expanded its protein portfolio to nearly 10,000 SKUs spanning daily staples and emerging nutrition categories. The assortment includes brands such as The Whole Truth, RiteBite and Pintola, among others.
While Bengaluru continues to lead overall protein demand, growth is rapidly accelerating in Tier II and smaller cities, which are growing over 200% faster than metros. Cities such as Nagpur, Jaipur, Chandigarh, Bhubaneswar, Guwahati and Visakhapatnam have emerged as key growth markets, reflecting a broader shift towards intentional, protein-led consumption habits.
Among the most ordered products, protein eggs and paneer topped the charts, followed by chicken, chickpeas, Greek yogurt, protein bars, makhana, oats, protein milkshakes and snacks. Eggs and paneer also emerged as the most common protein pairing in consumer baskets.
The platform also witnessed sharp growth across several emerging categories. Protein snacks recorded a 300% increase, making them the fastest-growing segment, while protein yogurt, led by Greek yogurt, rose nearly 280%. Protein milk and shakes grew 225%, indicating a shift from niche fitness consumption to everyday dietary habits.
Traditional Indian staples also saw increased traction through a protein-focused lens, with makhana, roasted chana, besan, chana sattu and sprouted millet mixes witnessing strong demand. Meanwhile, newer formats such as protein wafers and oat-based breakfast mixes also gained momentum.
The report further highlighted changing consumption behaviour, with protein purchases peaking between 7 am and 11 am, driven largely by breakfast-related orders. Late-night protein ordering between midnight and 4 am also emerged as a fast-growing trend.
Instamart also recorded high-value protein purchases across cities, including a Chennai-based customer spending Rs 2.71 lakh primarily on peanut-based protein staples, while a Bengaluru user spent over Rs 2.09 lakh on protein bars alone.
Commenting on the growing demand for protein categories, Hari Kumar G, Chief Business Officer – Instamart, said, “Instamart solved for access and convenience; now, we are solving for a fundamental shift in how India consumes. 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 democratizing 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.”
