siliconindia | | March 20209on the sports nutrition market due to the increasing im-portance of living an active lifestyle. The rising aware-ness of the health benefits of proteins will play a crucial role in promoting the use of protein products.There is a stigma attached to protein supplements that they have major side effects, but that's not true. Many people confuse protein supplements with steroids. A lot of science goes into making supplements and ensuring they won't be harmful. VarietyThere are many different types of proteins available in-the market, with Whey and Casein being the most popu-lar. With growing knowledge among consumers and spe-cialized groups regarding their protein needs, it's always good to have a wide range of products that consumers can choose from.Enhance the Experience!Protein powders don't taste awful anymore, thanks to the introduction of flavours. While chocolate, caramel and vanilla are some of the most common ones, brands could always introduce new flavours or even invent their own. There's no harm in coming-up with a blueberry-coffee flavour as long as it tastes good. Flavours greatly en-hance the experience. Just make sure to not go overboard with the whole idea. With growing knowledge among consumers and specialized groups regarding their protein needs, it's always good to have a wide range of products that consumers can choose fromThere are infinite number of possibilities when it comes to protein recipes, and brands can take advantage of that. Protein drinks are too mainstream? Come-up with a protein pudding or a cake mix.Why Enter/Invest in the ProteinSupplement Market?As per the `India Protein and Herbal Supplement Market Overview, 2018-2023' report, India's dietary supplement market is expected to grow with a CAGR of more than 18 percent in the period from 2017-18 to 2022-23. Protein products have gained popularity in recent years, mainly because people now have more disposable income than they had years before. As a result, there's been an in-crease in the sales of protein supplements. Furthermore, the ongoing trend of joining gyms and fitness centers encourages consumers to buy protein supplements to improve their immune system and build muscles. The industry should grow steadily and remain profitable. Navya Chowdhary, SAARC Head
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