Protein-Fortified Everything: Health Boost or Marketing Hype?

India’s growing obsession with protein has led to an influx of fortified products, from protein water and coffee to enhanced versions of pasta, bread, and milk. While protein is an essential macronutrient for muscle repair, immune function, and overall health, experts question whether the surge in protein-infused foods is driven by genuine nutritional needs or clever marketing.  

 

The recommended dietary allowance for protein in India ranges from 0.8 to 1 gram per kilogram of body weight, depending on age, activity level, and health. For sedentary individuals, the need for excessive protein supplementation may be overstated. Nutritionists argue that while protein-rich diets are beneficial, the trend of adding protein to foods that already contain it could be unnecessary.  

 

The rise of protein-centric products is largely fueled by urban India’s increasing health consciousness and disposable income. Brands are capitalizing on this trend, promoting protein-enhanced versions of everyday foods. However, experts caution that blindly consuming fortified products without understanding actual dietary requirements may not always be beneficial.  

 

The debate continues—while protein is undeniably important, the rush to consume fortified versions of common foods raises questions about whether this trend is based on science or sales strategies.  

 

Source: India Today, MSN News, Times of India