Source : INDIA TODAY NEWS
Indians may be talking more about protein and fibre than ever, but a new study suggests that knowing about these nutrients does not necessarily mean getting enough of them. Seven in 10 respondents consume less than 41 grams of protein a day, while fibre intake is also falling short across age groups.
The generational divide is particularly striking. Gen X, those born in or before 1980, have the widest fibre gap, with 65% consuming less than the recommended daily amount, compared with 58% among Gen Z – those born between 1997-2012 – and Millennials, people born between 1981-1996.
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At the same time, younger consumers are showing a strong appetite for making protein part of everyday eating: 89% of Gen Z respondents want to add protein to feel easier and more natural, while 90% want it in familiar, everyday food formats.
The latest findings come from ‘The State of Protein & Fibre in Urban India’, a study by PepsiCo India in association with Euromonitor International and the Indian Council for Agricultural Research-Indian Institute of Millet Research (ICAR-IIMR).
It surveyed 1,250 people aged 18–50 in Delhi, Mumbai, Bengaluru, Kolkata and Kochi, looking at protein and fibre awareness, intake, breakfast habits, lifestyle and perceptions of oats.
The report suggested that the problem is not simply a lack of interest – it is a combination of incomplete nutritional knowledge, affordability, convenience and the kind of food that has become routine in urban India.
Nutrition experts underline that India’s dietary transition has brought with it a growing reliance on carbohydrate-heavy staples and refined, highly processed foods, while protein and fibre-rich foods often get squeezed out.
Diets dominated by refined grains, sugary foods and ultra-processed options can also be less favourable to gut health when they displace whole grains, pulses, vegetables, fruits, nuts and other sources of dietary fibre.
A 2025 study by the Indian Council of Medical Research (ICMR) and Madras Diabetes Foundation (MDRF) had shown that Indians derive an average of 62.3% of their daily calories from carbohydrates, primarily low-quality and refined sources.
The dietary guidelines for Indians, 2024 by the Indian Council of Medical Research – National Institute of Nutrition (ICMR-NIN), however, suggest that a balanced diet should derive 50–55% of total calories from carbohydrates and 10–15% from proteins, along with 20–30% from fats.
There is some relieving news though – as per the new report: given India’s alarming burden of metabolic conditions such as obesity, type 2 diabetes and fatty liver disease, alongside gastrointestinal problems, the nutrition-related choices people make every day are getting attention like never before.
A CHALLENGE ACROSS GENERATIONS
The study exposes a striking gap between what people think they know and what they actually know.
While 74% said they were aware of their daily protein requirement, 56% were unable to accurately identify it – meaning they were either unsure or misinformed.
The situation was even worse for fibre. Although 59% claimed to know their daily requirements, 89% could not accurately identify the recommended intake. Only 11% got it right.
That knowledge gap appears to translate into what lands on the plate. Seventy per cent of respondents reported consuming less than 41 grams of protein a day, with the shortfall seen across all five cities.
Fibre intake was similarly inadequate, with 61% consuming less than recommended levels.
And contrary to the assumption that younger consumers necessarily have poorer dietary habits, the generational data presents a more nuanced picture. Gen X had the highest proportion falling short on fibre at 65%, compared with 58% among Gen Z and Millennials.
Dilip Radhakrishna from Euromonitor said the findings point to a gap between consumers’ interest in protein and fibre and their understanding of how much they actually need.
The implication is that simply telling people to “eat healthy” may not be enough. Consumers need clearer guidance on what adequate intake looks like and how it can be achieved through ordinary meals.
THE CONVENIENCE PROBLEM
There is another obstacle: people may want better nutrition without wanting to completely redesign the way they eat.
Nearly nine in 10 consumers across generations said they wanted protein to be easier and more natural to add to their diets, while 89% wanted protein available in familiar, everyday formats.
Among Gen Z, the desire was especially pronounced: 89% wanted protein to be easier to incorporate, while 90% wanted it in familiar formats.
But price and convenience remain significant barriers. Sixty per cent cited high cost as a reason for lower protein consumption, while 57% pointed to a lack of convenient and credible protein-focused food options.
For fibre, access emerged as an even bigger problem. Sixty-nine per cent said there was a lack of convenient, credible fibre-focused food options. That figure rose to 74% in Kochi, 72% in Kolkata and 71% in Mumbai.
That points to a larger challenge for India’s nutrition story.
Protein and fibre are not exotic nutrients that require expensive foods or specialised diets. Pulses, legumes, millets, whole grains, vegetables, fruits, nuts and seeds can all contribute. But urban diets increasingly have to compete with foods that are cheaper, faster and more convenient, even when they are less nutrient-dense.
The gut-health dimension is important too. Dietary fibre is not merely about preventing constipation. It provides fuel for beneficial gut microbes and is associated with better metabolic health.
When fibre-rich whole foods are displaced by refined carbohydrates and highly processed foods, the overall quality of the diet – and potentially the diversity of the gut microbiome – can suffer.
– Ends
SOURCE :- TIMES OF INDIA
