Study Reveals Protein and Fibre Shortfalls Among Indian Generations

The generational differences are notable. Gen X, those born before 1980, exhibit the largest fibre deficit, with 65% not meeting recommended intake levels, compared to 58% of Gen Z (born between 1997-2012) and Millennials (born between 1981-1996). In contrast, Gen Z demonstrates a strong desire to incorporate more protein into their diets; 89% of Gen Z respondents want protein to be easy to add, and 90% prefer it in familiar food formats.

The findings are part of "The State of Protein & Fibre in Urban India," a study conducted by PepsiCo India in collaboration with Euromonitor International and the Indian Council for Agricultural Research-Indian Institute of Millet Research (ICAR-IIMR). The survey involved 1,250 individuals aged 18 to 50 across Delhi, Mumbai, Bengaluru, Kolkata, and Kochi, focusing on awareness, intake, breakfast habits, and perceptions surrounding these nutrients.

Nutrition experts highlight that India's dietary trends often favor carbohydrate-rich staples and heavily processed foods, which can overshadow the consumption of protein and fibre-rich items. A 2025 study by the Indian Council of Medical Research (ICMR) and Madras Diabetes Foundation (MDRF) found that Indians receive approximately 62.3% of their daily calories from carbohydrates, primarily from low-quality sources. The 2024 dietary guidelines from ICMR-National Institute of Nutrition recommend that a balanced diet should consist of 50-55% carbohydrates, 10-15% protein, and 20-30% fats.

Despite this, the new report suggests a growing awareness of nutrition-related issues, especially against the backdrop of rising metabolic conditions like obesity and type 2 diabetes. However, the study reveals a significant gap between perceived and actual knowledge regarding nutrient requirements. Although 74% of respondents claimed to understand their daily protein needs, only 56% could accurately identify it. For fibre, 59% reported knowledge, but 89% could not correctly specify the recommended intake.

The consumption shortfall is evident, with 70% reporting protein intake below 41 grams daily and 61% lacking adequate fibre. Contrary to popular assumptions, the data suggests that younger consumers may not be the least healthy eaters, as Gen X had the highest percentage of insufficient fibre intake.

Dilip Radhakrishna from Euromonitor stated that the findings highlight a disconnect between consumer interest in protein and fibre and their knowledge of adequate intake levels. Simply advising people to eat healthily may not suffice; clearer guidelines on nutritional needs are essential.

Additionally, convenience is a barrier. Nearly 90% of respondents across all age groups desire protein to be easier to incorporate into daily diets. However, affordability and accessibility of nutrient-rich foods remain challenges, with 60% citing high costs as a barrier to protein consumption, and 69% noting the lack of convenient, fibre-rich options, particularly in urban areas.

The study emphasizes that proteins and fibres are not only obtainable through expensive or specialized diets; affordable sources like pulses, legumes, and whole grains are available. However, urban diets often lean toward cheaper, faster options that lack nutritional density, which can impact overall diet quality and gut health.