Instamart has recorded a 150% increase in protein-related orders over the past two years, with consumer spending on protein products tripling in the same period. The data points to a meaningful shift in how Indian households are approaching everyday nutrition.
The platform has expanded its protein catalogue to nearly 10,000 SKUs spanning snacks, dairy, staples, and nutrition products. Peanut butter topped the most-searched protein terms in 2025, with Greek yogurt ranking second – a combination that reflects both global influence and accessible price points.
Traditional Indian staples are holding their own in this shift. Soya chunks and sattu both saw demand grow by over 100%, suggesting the protein trend is not purely driven by imported formats. Protein snacks emerged as the fastest-growing category at nearly 300% year-on-year, while protein yogurt grew approximately 280%.
One of the more telling findings is geographic. Tier II cities and smaller markets recorded protein-order growth rates over 200% higher than metros, with Nagpur, Jaipur, Chandigarh, Bhubaneswar, Guwahati, and Visakhapatnam leading the charge. The appetite for better nutrition, it turns out, is not a metropolitan phenomenon.
Eggs and paneer ranked as the most common protein combination in user carts. Peak ordering activity fell between 7 am and 11 am, driven largely by breakfast purchases.
Instamart’s Chief Business Officer Hari Kumar G framed it simply: the Indian consumer basket is shifting from essentials to aspirational – and protein is now the baseline.
