High-protein packaged foods India: consumer behaviour report

56% of consumer opinions on ingredient trust are negative, and the brands consumers name most on it are SuperYou, unibic, The Health Factory.

Built from 1,000+ consumer conversations. Not purchase data and not a representative survey. 10 chapters · 9 exhibits.

From the executive summary

Taste is the main reason consumers act, behind 27% of buying decisions with a stated reason, ahead of protein per rupee at 16%. A move on taste reaches more buying decisions than any other.
56% of consumer opinions on ingredient trust are negative, and the brands consumers name most on it are SuperYou, Unibic, The Health Factory. It is a complaint consumers raise often, so fixing it is visible.

The questions that matter: The questions a brand team asks first, answered in full
Demand and segments: Who buys, why they start, and what makes them choose one brand over another (4 exhibits)
Segment by segment: What each segment wants, which brands win it, and how to move it
Price: Price bands, how consumers judge value, and what makes a premium acceptable (1 exhibit)
Trust and claims: Which claims consumers believe or doubt, and the proof they look for (1 exhibit)
Brand by brand: How each top brand positions itself, and how consumers see it
Channels: Where consumers buy, why, and the problems they report in each (1 exhibit)
Who influences them: Who consumers listen to before they buy (1 exhibit)
What to do: Moves for your team, ranked by impact and effort (1 exhibit)
Sources and method: How the report was built and where every finding comes from