The protein and fibre gap in urban India remains significant despite growing awareness about healthy eating. A new study found that seven in 10 respondents consume less than 41 grams of protein a day, while 61% report consuming less fibre than recommended. Gen X recorded the widest fibre shortfall, with 65% falling below recommended levels compared with 58% among Gen Z and Millennials.
The findings come from The State of Protein & Fibre in Urban India, a study by PepsiCo India in association with Euromonitor International and ICAR-IIMR. It surveyed 1,250 people aged 18 to 50 across Delhi, Mumbai, Bengaluru, Kolkata and Kochi.
Awareness Does Not Always Translate Into Intake
The study found a significant gap between what people believe they know about nutrition and what they actually understand.
While 74% of respondents said they were aware of their daily protein requirement, 56% could not accurately identify it. The gap was even wider for fibre. Although 59% claimed to know their daily fibre requirement, 89% could not correctly identify the recommended amount.
The report suggests that this limited understanding may contribute to inadequate dietary intake.
Younger consumers, meanwhile, showed strong interest in making protein a more natural part of their daily diets. Among Gen Z respondents, 89% wanted protein to be easier to incorporate into their meals, while 90% preferred it in familiar, everyday food formats.
Cost and Convenience Remain Major Barriers
Affordability is another challenge. Around 60% of respondents cited high cost as a reason for consuming less protein, while 57% pointed to a lack of convenient and credible protein-focused options.
Fibre faced an even greater convenience problem, with 69% saying convenient and credible fibre-focused food options were lacking. The figure was higher in Kochi, Kolkata and Mumbai.
The study points out that protein and fibre do not necessarily require specialised diets. Pulses, legumes, millets, whole grains, vegetables, fruits, nuts and seeds can contribute to daily intake.
India’s Changing Dietary Pattern
The findings come amid concerns over increasingly carbohydrate-heavy and processed diets. A 2025 ICMR and Madras Diabetes Foundation study found that Indians derived an average of 62.3% of daily calories from carbohydrates, primarily from low-quality and refined sources.
The 2024 ICMR-NIN dietary guidelines recommend that carbohydrates contribute 50–55% of total calories, proteins 10–15% and fats 20–30%.
The latest findings suggest that improving nutrition may require more than simply increasing awareness. Clearer guidance, affordable choices and convenient ways to include protein- and fibre-rich foods could be important in closing the gap across generations.
Relevant Link: Indian Council of Medical Research
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