Now Reading: Food companies turn to yeast protein as whey prices surge
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Food companies turn to yeast protein as whey prices surge
Hindustan Unilever Ltd (HUL) has launched Horlicks Protein in ready-to-drink and powder formats, using fermented yeast protein instead of whey. The move comes as whey protein powder prices have risen to over Rs 4,500 a kg from around Rs 1,000 in 2023, driven by supply constraints and India's dependence on imported whey.
India's protein supplements market was valued at Rs 7,461 crore in 2024 and is projected to reach Rs 13,186 crore by 2033, according to the India Brand Equity Foundation. Average daily protein intake in India is 47g per person, below the ICMR-recommended 60g. HUL joins Marico's Cosmix and Ranveer Singh-backed SuperYou in offering yeast-based protein, which avoids lactose issues and offers a middle ground between dairy and plant proteins.
Yeast protein prices have risen 20% over the past six months, and SuperYou said domestic manufacturing has yet to scale up significantly. HUL's protein powder sachets are priced at around Rs 83 per serving and its ready-to-drink shake at Rs 120.
Indian Opinion Analysis
Livemint and Hindustan Times both report the same facts on HUL's entry and the market shift to yeast protein, with near-identical figures on whey price increases and market size. Livemint adds more detail on supply chain constraints and the cost pressure on yeast protein itself, including SuperYou's comment that domestic production has not scaled. Hindustan Times covers the same key points more concisely. The coverage is uniform straight reporting, no outlet adopts a critical or advocacy stance. The next step for the industry will be whether domestic yeast protein production can scale to meet growing demand without further price rises.
Coverage: 2 sources, 2 neutral
Sources (2): livemint.com (neutral report), hindustantimes.com (neutral report)
This brief was synthesised by AI from the 2 sources linked above, so one read covers every framing they carry. Methodology and corrections.
