Amid rising whey protein prices and supply constraints, food and nutrition companies like Hindustan Unilever, Marico, and SuperYou are shifting toward fermented yeast protein.
Hindustan Unilever launched Horlicks Protein in powder and ready-to-drink formats using yeast protein, priced at ₹83 per serving and ₹120 per shake, targeting a household consumption base estimated at 3%.
India's protein supplements market, valued at ₹7,461 crore in 2024, is projected to reach ₹13,186 crore by 2033, while supplement-grade whey concentrate prices have risen sharply up to nearly ₹30 lakh a tonne.