Whey protein sachets boost mass market reach
Mumbai: Once sold in bulky tubs mostly to bodybuilders, whey protein is now showing up in sachets and single scoop packs as marketers emulate the playbook of everyday fast-moving consumer goods (FMCG) to drive penetration, affordability and on-the-go consumption amid rising demand."Everyone is becoming more aware of how short on protein they are," said Tarun Arora, chief executive officer of Zydus Wellness. This is pushing protein from a discretionary purchase toward a lifestyle staple.However, high costs, driven by expensive raw materials and supply chains, have historically kept the category out of reach for many, with kilogram packs often priced above ₹2,000. Hence the small packs, which are cheaper to try and easier to carry. 129738045 "Sachets should be a growth mechanism, not a margin lever. It is about lowering friction, not lowering price," Arora said.Companies such as Truebasics, MuscleBlaze, Wellbeing Nutrition and Optimum Nutrition now offer sachet bundle...