Instamart Sees 150% Surge in Protein Orders as India Upgrades Its Protein Basket

• Protein orders on Instamart grew 150% in the last two years as user spends on protein triple
• Chennai user spent ₹2,71,385, largely on peanut-based protein staples
• #1 protein search term in 2025: peanut butter. #2: Greek yogurt
• Traditional Indian protein power: Soya chunks and sattu see more than 100% rise in demand
• Peak protein ordering window: 7 AM–11 AM
• Protein yogurt and snacks (protein chips) are the fastest-growing category with ~300% YoY growth
• Tier II+ cities grew 200% faster than metros on protein orders
• India’s #1 protein cart combo: eggs + paneer

National, 25th May 2026: Riding India’s growing demand for healthier choices, Instamart, India’s pioneering quick commerce platform, has witnessed a 150% surge in protein orders over the last two years, signalling a sharp shift towards protein-led consumption across the country. Strengthening access to “better-for-you” food options, Instamart has expanded its protein assortment to nearly 10,000 SKUs across categories, spanning everyday staples and new-age nutrition products. The range includes leading brands such as SuperYou, Only What’s Needed (OWN), The Whole Truth, RiteBite, and Pintola Protein Oats, making high-protein choices more accessible and convenient for consumers across India.

While Bengaluru leads in protein demand, growth is accelerating beyond metros, with Tier II+ cities expanding at over 200% faster, led by Nagpur, Jaipur, Chandigarh, Bhubaneswar, Guwahati, and Vizag, signalling a wider shift towards more intentional, protein-led consumption across India.

Commenting on the growing demand for protein categories, Hari Kumar G, Chief Business Officer – Instamart, said, “Instamart solved for access and convenience; now, we are solving for a fundamental shift in how India consumes. We are seeing a move from an ‘essentials’ basket to an ‘aspirational’ one, where ‘better-for-you’ is the new baseline. By offering a wide range of protein formats across categories, we are democratizing access to high-performance nutrition. Whether it’s cleaner ingredients or non-toxic cookware, our goal is to ensure that a lifestyle upgrade is accessible for every Indian, from metros to emerging markets.”

India’s Protein Cart 2026

Paneer and Eggs: India’s Original Protein Champions, Still Undefeated

At the top of India’s protein cart, two staples remain unmatched: protein eggs and protein paneer, followed by chicken, chickpeas, Greek yogurt, protein bars, makhana, oats, protein milkshakes, and protein snacks. They continue to dominate orders, holding the majority of top spots across categories. The most common pairing is eggs and paneer. Chicken and eggs follow as the second-most popular combination, with paneer frequently paired alongside other everyday protein staples.

The Breakout Protein Stars

Even as new formats surge, traditional protein staples continue to anchor Indian consumption. Pumpkin seeds, protein oats, protein bars, yogurt, plant protein, milkshakes, eggs, shakes, and bread featured prominently, signalling multi-protein baskets gaining popularity.

• Protein snacks grew 300%, the fastest-growing category
• Protein yogurt rose ~280%, led by Greek yogurt; nearly 2 in 3 users who searched added it to cart
• When Indians search for high-protein eggs, protein chips, or high-protein paneer, over 6 in 10 add it straight to their cart
• Protein milk and shakes grew 225%, moving into everyday consumption
• Soya chunks more than doubled; tofu grew nearly 87%

• Peanut butter was the most searched protein term, followed by Greek yogurt
• Protein bread recorded the highest search-to-checkout conversion

• Makhana, chana sattu, besan, and roasted chana surged, bringing a protein lens to traditional ingredients
• Protein wafers emerged as a breakout impulse snack, a format that barely existed a year ago
• Sprouted millets and oat-based mixes saw sharp growth as protein moved into breakfast, not just post-workout consumption

The Extraordinary Carts: India’s Biggest Protein Orders

From metros to smaller cities, India’s biggest protein carts came from everywhere.

• Highest single cart: A Chennai user spent ₹2,71,385, largely on peanut-based protein staples
• Top single-cart splurges: Mumbai (₹22K), Delhi (₹21.5K), and Surat (₹20.5K), dominated by whey protein
• Big-ticket baskets: A Bengaluru user spent ₹2,09,626 on protein bars alone

When India Orders Protein

• 7:00 AM – 11:00 AM: Peak ordering window for all protein needs, led by breakfast
• Late afternoon/evening: Secondary spike tied to meal planning and post-workout needs
• Late night (midnight–4 AM): A fast-growing, emerging behaviour

Quick commerce is reshaping how Indians discover and access protein, bringing a wider range of formats, brands, and price points within easy reach. To further democratise access, Instamart offers lower-priced trial packs for everyday users, alongside larger packs that deliver better value, making it easier for consumers to explore, adopt, and sustain protein-led choices in their daily lives.