India’s Protein-Fibre Gap: Gen X Falls Behind Gen Z, Study Finds
A study of urban Indians found widespread gaps in protein and fibre intake, with Gen X reporting the largest fibre shortfall despite growing awareness of nutrition.
A new study on urban India’s eating habits has found that awareness of protein and fibre does not always translate into adequate intake. Around 70% of respondents reported consuming less than 41 grams of protein daily, while 61% said their fibre intake was below recommended levels.
The study, titled The State of Protein & Fibre in Urban India, surveyed 1,250 people aged 18 to 50 across Delhi, Mumbai, Bengaluru, Kolkata and Kochi. It was conducted by PepsiCo India with Euromonitor International and ICAR-IIMR.
Gen X showed the largest fibre shortfall, with 65% consuming less than recommended levels, compared with 58% among both Gen Z and Millennials. The findings also showed a major knowledge gap: although 74% said they knew their daily protein requirement, 56% could not identify it accurately. For fibre, 89% were unable to correctly identify the recommended intake.
Cost and convenience were also major barriers. Sixty per cent cited high prices as a reason for lower protein consumption, while 57% pointed to limited convenient and credible options.
The study suggests that improving nutrition may require more than telling people to “eat healthy”. Apparently, even the healthiest advice needs a practical meal plan.
