India’s Protein Boom Drives Fast Food, Dairy Growth

McDonald's in South India has introduced a vegetarian protein slice made from soy and pea protein, developed in collaboration with Indian government food scientists, which has been selling out rapidly. This protein boost, adding five grams per slice to burgers, taps into a growing national focus on protein nutrition in a country where 30% of the population is vegetarian and 73% are protein-deficient. The protein trend is supported by a marketing campaign involving local businesses, startups, and celebrity endorsements from Bollywood stars and cricketers, promoting protein as an everyday necessity rather than just a gym supplement. This movement extends beyond fast food into dairy products, snacks, shakes, and even traditional Indian flatbreads, reflecting a broader effort to address widespread protein deficiency in both urban and rural areas. India's low meat consumption due to cultural and economic factors, combined with government initiatives, has fueled this multi-dimensional protein revolution. The market for high-protein dairy alone is expected to grow significantly this year, highlighting the scale and impact of this nutrition shift.