Consuming cheap protein powder shakes may save your money but may cost your kidney

"Consumption of protein powder in India increasing because of increasing young population, western influence on diets, increasing frequency of exercise, and growing focus on leading active and healthy lifestyles has increases the adoption of protein supplements. But more than 60% of dietary supplement are fake.”

According the report on ‘India Malt, Protein and Herbal supplementmarket outlook, 2023’ published by Bonafide Research, the protein supplement market was grown with CAGR of more than 15 % during the year 2011-12 to 2016-17. Health fitness is rapidly gaining popularity in India. People have become more health conscious and image sensitive, so has the pursuit of fitness and bodybuilding. Fitness enthusiasts today are mostly in the age group of 20 to 35 years, mostly are students and professional. This young India is more health conscious and is constantly looking for ways to stay fit and healthy. The Market of Dietary Supplement has gone up as a dynamic segment that will throw up a lot of opportunities to innovate and grow. In protein supplement products profit margin is around 60-70% of the product price. This huge profit margin has attracted some unorganized players in Protein powders and Bars segment for selling fake supplements. In India more than 60% percent of dietary supplement being sold are fake, counterfeit, unregistered and unapproved and it is extremely difficult to identify them. In top 12 cities of urban India nearly 78 percent of adolescent daily consuming dietary supplements.

Most individuals purchase supplements from local pharmacy or local stores, so gray marketers directly deal with these individuals and give them higher margin for selling their fake supplements. Indeed, even online buying of protein powder are risky because there is also great chance of getting fake item in the name of branded product.US-manufactured whey protein tubs don't list expiry dates. Instead, they print a best-before date. Such near best-before-date tubs are regularly offered at heavily-discounted rates, consumption of this can cause health issue. The consumption of protein powder is more in south region of country which is more than 34% of total consumption in country. Venky’s, Brightlifecare, Medinn Belle, MuscleBlaze are the some of the largest player in protein powder market. Casein, soy protein, and whey protein, are the main forms of protein powder. A lot of factories have come up in areas like Dharavi, where they are making whey protein containers with soya powder and cocoa. But excess soya interferes with hormone function and it is also bad for kidneys.

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Major Companies

Major companies that operates into Malt, Protein and Herbal supplement market are GSK Consumer Healthcare Private Limited, Mondelēz India foods Private Limited, Kraft Heinz India Private limited, Abbott India Limited, Danone Nutricia India Private Limited, Patanjali Ayurved Limited, Bright Life Care Private Limited, Medinn Belle herbal Care Private Limited, Herbalife India Private Limited, Amway India Enterprise Private Limited, etc.

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