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India’s protein boom has a quality problem – and trust is becoming the differentiator

As the market grows, so too does scrutiny. With more brands entering the space and product availability expanding across online and offline channels, questions around product quality, safety and trust are becoming increasingly important.

India's sports nutrition and supplement market has expanded rapidly in recent years, driven by rising health awareness, increased participation in fitness and sport and growing demand for convenient nutrition solutions. Supplements are now widely used by athletes, gym-goers and everyday consumers alike.

As the market grows, so too does scrutiny. With more brands entering the space and product availability expanding across online and offline channels, questions around product quality, safety and trust are becoming increasingly important.

Independent data highlights quality and compliance concerns

Recent independent research and enforcement activity has highlighted ongoing quality and compliance challenges across the Indian supplement landscape.

Independent testing reported in 2023 found that 70% of protein products tested were mislabelled, 14% of supplement samples contained harmful aflatoxins, while 8% showed traces of pesticide residue. Regulatory enforcement activity has also identified hundreds of products as non-compliant with food safety legislation, underscoring inconsistencies in quality assurance across the market.

These findings do not suggest that all products are unsafe. However, they do highlight variability in manufacturing controls, raw material quality and verification practices – particularly in fast-growing categories.

Why regulation alone is not always enough

Regulation plays a critical role in setting baseline standards. In India, food safety legislation establishes essential requirements for manufacturers and brands. However, as markets scale and supply chains become more complex, compliance alone does not always provide sufficient assurance.

Supplement products can be vulnerable to:

• raw material contamination
• inconsistent manufacturing controls
• misalignment between label claims and finished product content

Without ongoing, independent verification, these risks can be difficult to identify – particularly at scale.

Trust is becoming a commercial differentiator

As India's nutrition market matures, trust is increasingly influencing purchasing decisions and commercial relationships.

Research shows that 40% of Indian consumers are willing to pay a premium for products that promote health and wellness, while 64% want access to more detailed product information and 61% prioritise transparency and clearer labelling.

At the same time, 30% of Indian brands report challenges meeting updated compliance standards, contributing to recalls, reformulation and supply chain disruption.

In this environment, independent verification is no longer just a risk-management tool. It is becoming a signal of credibility, transparency and long-term brand value.