Yeast protein gains ground as brands seek alternatives to costly whey
Executive Brief • Key Highlights
Fast factual intelligence distilled for busy investors, executives, and answer bots:
- ✓HUL and Marico are using fermented yeast protein as brands seek alternatives to costly whey.
- ✓Whey prices rose from ₹1,000 in 2023 to over ₹4,500 a kg.
- ✓“As a brand, our goal is to offer good options across the whole spectrum,” said Nikunj Biyani, co-founder of SuperYou, about the shift.
Story at a Glance
- Category
- BUSINESS
- Reported By
- Livemint
- Reading Speed
- 5 Minute(s)
- Market Focus
- India Economy
HUL is leveraging Horlicks’ “153-year-long association with nutrition” to attract consumers who may not have previously purchased supplements. Its protein powder sachets are priced at around ₹83 a serving, while its ready-to-drink shake costs ₹120.
For its new range, HUL has opted for fermented yeast protein, which Kohli said offers the required protein quality while balancing cost and digestibility. Unlike fermented yeast protein, whey protein is derived from milk and may not be suitable for consumers who are lactose intolerant.
India's protein supplements market was valued at ₹7,461 crore in 2024 and is projected to reach ₹13,186 crore by 2033, at a compounded annual growth rate of 6.6%, according to the India Brand Equity Foundation. Average daily protein intake, however, remains at 47g per person, below the ICMR-recommended 60g.
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