Protein-target chasers are the largest segment of high-protein packaged food consumers in India. They try to hit a daily protein number and compare every option on protein per rupee. They are one of six segments in our overview of high-protein packaged food consumers in India.
Who are Protein-target chasers?
They build a protein system, which a snack habit rarely is. They combine several protein sources and cook with protein atta and flours about twice as often as other consumers, and they try new packaged products about half as often. Protein per rupee and routine fit are their reasons about twice as often as for others, and they talk about protein quality about 2.3 times as often.
What do Protein-target chasers say?
- “i also eat 6 eggs a day that provides another 30g of protein”
- “have been ordering one loaf per week , and got used to it by now”
Packaged protein sits next to eggs, paneer and dal in their day. A product stays when it fits a routine, such as one loaf a week.
What could brands test to win Protein-target chasers?
These are ideas to put in front of the segment, not conclusions, and the base is small, so read them as directional.
- Protein per rupee and per serving stated on the pack and the listing.
- A weekly pack or subscription that fits a routine.
- Claims about protein quality, with the source named.
Test these packs and claims on the Protein-target chasers segment at app.nextbigwhat.com. For consumers who buy for flavour first, see Taste-first snackers.
Frequently asked questions
What is a Protein-target chaser?
A consumer who tries to hit a daily protein number and judges each option on protein per rupee. It is the largest of six segments in Indian high-protein packaged foods.
Do Protein-target chasers eat packaged protein foods?
Yes, alongside whole foods. They combine several sources about twice as often as other consumers, and they try new packaged products about half as often.
How can a brand appeal to Protein-target chasers?
Worth testing: protein per rupee on the pack, a weekly pack that fits a routine and named protein sources.
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