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Whey protein India: consumer behaviour report

Price sets off 32% of buying decisions, making it the most impactful factor for consumers in India.

Built from 1,900+ consumer conversations. Not purchase data and not a representative survey. 9 chapters · 8 exhibits.

From the executive summary

• Trust and authenticity are a major concern, with 56% of consumer opinions being negative. Brands should invest in transparent practices and clear communication to address this widespread doubt.
• Digestion and side effects drive 17% of buying decisions, and 49% of consumer opinions on this topic are negative. Formulating products with better digestibility can capture a substantial segment of switchers.

Table of contents

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

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