The world of alternative proteins is abuzz with exciting developments, and India is right at the heart of this transformation. August saw a series of milestones, starting with the Indian government’s approval of the Biotechnology for Economy, Environment and Employment (Bioe3) Policy, emphasizing the production of ‘smart proteins’. Singapore, meanwhile, cleared the way for eight more insects to be consumed as edible protein sources. And in the US, the groundbreaking Impossible Whopper, a plant-based burger from Burger King, celebrated its fifth anniversary.
These alternative or ‘smart’ proteins, derived from unconventional sources like algae, fungi, and insects, or manufactured through fermentation and cell cultivation, are reshaping the way we consume protein. They offer the taste and nutritional value of traditional animal-based proteins without the environmental and ethical concerns associated with animal agriculture.
A Sustainable Solution to Growing Protein Demand
As global incomes rise, so does the demand for protein-rich diets. India, mirroring this trend, saw its protein consumption increase from 9.7% to 11% of total calorie intake between 1991 and 2021. Alternative proteins present a sustainable solution to meet this growing demand. Their production uses significantly less water, land, and energy compared to traditional animal agriculture, leading to reduced greenhouse gas emissions and water pollution. This aligns perfectly with India’s commitment to achieving net-zero emissions.
Beyond environmental benefits, alternative proteins also offer food safety advantages. They eliminate the risk of zoonotic diseases, making them a more secure source of protein. Many consumers also find them to be a more ethical and humane choice.
Embracing Plant-Based Options
The popularity of plant-based alternative proteins is particularly appealing in India. Many Indian cuisines already feature vegetarian protein sources like pulses, paneer, and legumes, making the transition to plant-based alternatives a natural fit.
While soya chaap, nuggets, and soy milk have been available for decades, the domestic market for alternative proteins has been relatively small, estimated at $45 million in 2022. However, the market is poised for explosive growth, projected to reach between $946 million and $2.4 billion by 2030. The pandemic accelerated this trend as consumers embraced healthier food options. As of 2023, India boasts 377 alternative protein products across 41 formats and 73 brands, available in stores, online, and in restaurants.
Navigating Adoption Hurdles
Despite the potential, the adoption of alternative proteins faces some hurdles. Taste, texture, and price remain key concerns. Unlike Western markets, where plant-based burgers dominate, Indian consumers demand a wider variety, from unflavored protein powders to exotic tikkas, biryanis, and kebabs. Additionally, the preference for dairy products means consumers often opt for regular cheese in plant-based burgers, making purely vegan options less popular than in Western markets.
Texture is another challenge. Alternative meats need to be convincingly ‘meaty’ for non-vegetarians, while still appealing to vegetarians. Companies are experimenting with various ingredients like jackfruit, soya, pea, and quinoa to find the right balance. Surveys reveal that soy milk and almond milk are the most familiar alternative protein products, while mock-chicken leads the way in the plant meat category. This suggests that plant-based milk and chicken substitutes could be good entry points for consumers.
Price is a significant barrier, especially as these new products are often perceived as indulgences rather than staples. For budget-conscious consumers, traditional protein sources like paneer and chicken offer better value for money.
Unlocking Export Opportunities
The global market for alternative proteins is booming, creating exciting export opportunities for India. As a major producer of chickpeas, lentils, millets, peas, rice, and soybeans – all key sources of plant protein – India is well-positioned to become a top supplier of these ingredients. The market for protein-rich concentrates, isolates, and flours also holds great potential.
Indian ready-to-eat protein products are already making their mark on the global stage. In 2023, Shaka Harry’s range of plant-based meat products launched in Singapore’s renowned Mustafa supermarket, while GoodDot entered the US market in partnership with ADF Foods Ltd. With its vast arable land, abundant agricultural workforce, and distinct flavors, India has the potential to develop a thriving alternative protein manufacturing ecosystem.
A Smart Protein Campaign for a Healthier Future
Shifting domestic consumption patterns will take time and deliberate effort. Indian manufacturers are already innovating with local flavors, but further collaboration with cutting-edge alternative protein firms in innovation hubs like Singapore could help refine taste and reduce costs. The government has recognized the potential of alternative proteins and created a supportive policy environment. The next step could involve launching a nationwide social and media campaign to raise awareness and debunk misinformation.
To engage millennials and Gen Z, alternative proteins need to be seen as trendy, not just healthy. Just as the National Dairy Development Board successfully positioned eggs as a versatile and fun food with its “roz khao ande” campaign, and Amul promoted milk with its “Piyo glass full doodh” campaign, it’s time for a fresh and engaging campaign to encourage greater consumption of alternative proteins across demographics. This will require a creative approach that resonates with today’s consumers, highlighting the benefits and deliciousness of this sustainable and healthy choice.
