Are protein supplements in India mislabelled?
A peer-reviewed study published in Medicine tested 36 protein supplement brands sold in India: 69.4% had significantly less protein than labelled and 13.9% contained aflatoxins (2024). In NBW Brain buyer evidence, trust, including the fear of fake or mislabelled whey, is the second most common trigger in buying decisions, at 18%.
The finding in brief
- More than two-thirds of the tested products had less protein than the label claimed.
- Nearly one in seven contained aflatoxins, a class of carcinogenic compounds.
- Trust works as a barrier to trying a brand and as a reason to reject one.
Independent lab testing results (peer-reviewed)
A peer-reviewed study published in Medicine tested 36 protein supplement brands available in India. More than two-thirds had protein content significantly lower than labelled. Nearly one in seven contained aflatoxins, a class of carcinogenic compounds.
“Buying a gun is easier than buying original whey protein”
What it means for brands
Independent testing and clear disclosure can win trust-led buyers, but badges alone do not settle doubt: some buyers say third-party lab tests are easy to pass. Proof has to be specific and checkable.
Questions
- How do Indian buyers try to avoid fake whey protein?
- Buyers describe ordering from brand websites rather than marketplaces and staying with brands whose consistent quality and lab-test results they trust. Some remain sceptical of certification badges.
- Is this based on sales data?
- No. NBW Brain findings come from what Indian buyers say they did and why, in their own words, coded to a fixed codebook and checked against independent market research. They are not purchase data and not a representative survey, so shares describe the evidence, not the whole market.
Sources
How to read this: shares describe the evidence, with the base (n) shown. Findings come from what Indian buyers say they did and why, in their own words. Not purchase data and not a representative survey.