The shift toward "Fortified" Protein Powders: Anyone else noticing this trend?
Is it just me, or has the Indian protein market evolved way past simple muscle recovery? A couple of years ago, choosing a protein powder just meant picking between whey or plant isolate and choosing a flavor.
Now, almost every new-age D2C brand seems to be launching "functional" or "fortified" blends targeted at specific health goals.
Instead of just selling macros, brands are essentially merging supplements. For instance:
- OWN: Focuses on daily micronutrient gaps, fortifying their protein with things like Vitamin D3 and B12 to tackle general deficiencies.
- The Basics Woman: Targets female-centric wellness by blending their plant bases with Calcium, Selenium, and adaptogenic herbs like Shatavari.
- SUPR: Focuses heavily on the hormonal and gut health angle, adding Inositol and Psyllium husk directly into the powder to target insulin stability and digestion.
On one hand, it's super convenient, especially if you suffer from pill fatigue and hate taking five different vitamins, fiber supplements, or herbs separately every morning. On the other hand, it makes you wonder if we're actually getting therapeutic/clean dosages of these ingredients, or if it's just a clever way to stand out in a hyper-crowded market.
What’s your take on this shift? Do you prefer buying raw, unflavored protein and adding your own supplements, or are you leaning toward these all-in-one functional blends?
[P.S: the image has no relevance, I'm a protein connoisseur constantly following and trying different things in the market, tried this one from happy cultures today and it was decent :) ]