India’s grocery shopping habits are undergoing a major transformation as protein-rich foods move from niche fitness products into everyday household essentials.
Quick commerce platform Instamart has reported a 150 per cent rise in protein-related orders over the past two years, reflecting growing consumer interest in healthier and protein-focused diets.
The platform has also expanded its protein catalogue to nearly 10,000 products, covering traditional staples as well as modern nutrition items.
Smaller cities driving protein growth
While Bengaluru continues to lead overall protein demand, the fastest growth is now emerging from Tier II cities including Nagpur, Jaipur, Chandigarh, Bhubaneswar and Visakhapatnam.
According to the company, protein consumption in smaller cities is growing over 200 per cent faster than in larger metro areas, signalling a wider shift towards conscious eating habits across the country.
Eggs and paneer remain favourites
Despite the popularity of imported supplements and protein snacks, traditional Indian staples continue to dominate shopping carts.
Eggs and paneer remain the most ordered protein items, followed by chicken, chickpeas, Greek yoghurt, makhana, oats, protein bars and milkshakes.
The platform also recorded rapid growth in newer categories. Protein snacks surged by 300 per cent, while Greek yoghurt and protein shakes witnessed strong increases in demand.
Wellness culture influencing routines
The report found that breakfast hours between 7 am and 11 am remain the busiest period for protein purchases. However, late-night protein shopping between midnight and 4 am is also growing, reflecting changing lifestyle patterns and fitness-focused routines.
Protein bread, oat mixes and millet-based breakfast products are also gaining popularity as consumers seek healthier meal options beyond post-workout nutrition.
Instamart said India is witnessing a shift from “essential shopping” to “aspirational consumption”, where healthier food choices are increasingly becoming part of daily lifestyles.