What do buyers think of protein bread, cookies and snacks?
Buyers like the taste and texture but doubt the protein. On protein bread, cookies and snacks, 54% of buyer opinions on taste are positive and 83% on texture, but only 18% on whether the protein claim is credible (NBW Brain, March–September 2026).
The finding in brief
- Cookies, biscuits and wafers are the format most often tried or bought (37% of their events).
- Savoury snacks follow at 36% and protein bread at 26%.
- Repeat purchase is too thin in the evidence to size for any of the three formats.
From the report
What buyers say after trying them
Taste
54% positive
Ingredient trust
53% positive
Texture
83% positive
Claim credibility
18% positive
Positive Negative mixed or neutral
“Not all “protein breads” are actually giving you protein… some are just regular bread with better marketing”
What it means for brands
Trial is happening; repeat is the open question. Taste wins the first purchase, and brands need to know whether doubt about the claim limits the second.
Questions
- Is protein bread worth it in India?
- In buyers' own maths, one protein bread worked out at about ₹0.85 per gram of protein, cheaper than a 100 g paneer pack at ₹2.78. But buyers question whether many protein breads deliver the protein they claim.
- 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.
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.