Growing health consciousness among younger consumers is widening the market for niche protein brands. Younger consumers aged 25-30 are including these products in their daily diets due to increased awareness of protein intake. This has fueled growth for brands that were previously only recommended by doctors. Additionally, the influence of social media and nutritionists communicating best eating practices is driving sales. The Indian nutrition market is estimated to be worth Rs. 5,000 crore and plant-based eating is on the rise in India as 63% of Indians are willing to replace meat with plant-based options.

1. Brand/Visual Language
Brand Auditing: 086/2021

2. Brand/Visual Language
Brand Auditing: 086/2021
Growing health consciousness among younger
consumers is widening the market opportunity for
niche protein-based brands, which were until
now consumed by an ageing population.
Brand Auditing: 086/2021

3. Brand/Visual Language
Brand Auditing: 086/2021
Industry experts said the
awareness around protein intake
has resulted in 2 5 - to 30 -y e a r -
o ld s m a k in g s u c h p r o d u c t s
a p a r t o f th e ir d a ily d ie t . This
has fueled a growth of brands that
were earlier relegated to a small
segment of society and were
used by the masses only when
recommended by a doctor.
The reasons were a lack of awareness
about muscle health in the absence of clear
communication by marketers. To d ay, th e
in f lu e n c e o f s o c ia l m e d ia a n d a g r o w in g
trib e o f n u tritio n is t s c o m m u n ic atin g
a b o u t th e rig ht w ay o f e atin g is d riv in g
s a le s o f s u c h p r o d u c t s .

4. Brand/Visual Language
Brand Auditing: 086/2021
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

5. Brand/Visual Language
Brand Auditing: 086/2021
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness
ProteinBrands are
to target working
adults who are
likely to miss out on
adequate protein
intake due to hectic
lifestyles.

6. Brand/Visual Language
Brand Auditing: 086/2021
Brand Auditing: 086/2021
Young consumers are also
taking protein for general
health, fitness and its
versatility due to its neutral
taste.
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

7. Brand/Visual Language
Brand Auditing: 086/2021
Brand Auditing: 086/2021
“ This trend is largely driven by
rising health consciousness,
focus on fitness and the
increasing awareness of
the need and importance of
maintaining optimum nutrition
levels. Protein is our largest
selling product and is popular
with consumers of all ages.
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

8. Brand/Visual Language
Brand Auditing: 086/2021
The nutrition market in
India is said to be of the
order of Rs 5,000 crore,
according to industry
estimates.
India Sees Huge Growth in Vegan
Options as Plant-Based Eating
Continues to Rise
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

9. Brand/Visual Language
Brand Auditing: 086/2021
India is well-known for having a
large vegetarian population, and
many Indians are now turning
to veganism due to health
concerns. As plant-based eating
grows, companies like Pro2fit is
working to meet rising demand.

10. Brand/Visual Language
Brand Auditing: 086/2021
A survey in 2019 found that 63%
of Indians were willing to replace
meat with plant-based options.
That’s a big market in a country of
over a billion people.

11. Brand/Visual Language
Brand Auditing: 086/2021
Plant-Based(V
egan)Protein
N
on-Plant-Based
Protein
G
eneralFitness/H
ealth
ProfessionalFitness

12. Brand/Visual Language
Brand Auditing: 086/2021
Plant-Based(V
egan)Protein
N
on-Plant-Based
Protein
G
eneralFitness/H
ealth
ProfessionalFitness

13. Brand/Visual Language
Brand Auditing: 086/2021
WAY FORWARD

14. Brand/Visual Language
Brand Auditing: 086/2021
BEFORE AFTER

15. Brand/Visual Language
Brand Auditing: 086/2021

16. Brand/Visual Language
Brand Auditing: 086/2021

17. Brand/Visual Language
Brand Auditing: 086/2021

18. Brand/Visual Language
Brand Auditing: 086/2021
Life style Fitness is a dominant brand concept
Knowledge section builds a brand trust
Real people interaction increases the trust factor
To stay close to (plant based) Vegan concept we extensively used
green colour organic brown colour / texture
Photo / image is a part of brand language & it needs to follow
brand guidelines

19. Brand/Visual Language
Brand Auditing: 086/2021

20. Brand/Visual Language
Brand Auditing: 086/2021

21. Brand/Visual Language
Brand Auditing: 086/2021

22. Brand/Visual Language
Brand Auditing: 086/2021

23. Brand/Visual Language
Brand Auditing: 086/2021

24. Brand/Visual Language
Brand Auditing: 086/2021