India's 'Healthy Crush' Towards Protein Increases Nut-Based Spreads

Swaminathan B (cbedit@imaws.org)

Andhering to the growing demand for sauces and spreads in India, the future seems glorious. Companies are focusing on launching protein rich dipping sauces owing to the people’s growing preference for nutritious food products. These days, the choices or trends have been driven by changing consumer preferences and changing lifestyles.

Happy Jars promises to make delicious food healthy. When you eat their products, you’ll know you’re eating right. You don’t have to question yourself, or feel guilty. You’ll want to eat them every day (because they’re so, so, yum) and you should (because they’re so, so nutritious).

They are obsessed over the nutrition, the clean ingredients and the macros, so that you don’t have to. In 2016, the company combined these clean ingredients in their kitchen to create some simple recipes. Wholesome and filling. And absolutely delicious! Vikram Shekhar, co-founder, Happy Jars says, “One is the way to understand how the western food has evolved so when you look at the peanut butter and the nut butter which are primarily high on protein. In the US for example if you have to tell something as a peanut butter or an almond butter it has to have a certain level of protein and has to have the main ingredients in it. Now, the difference between nuts butter and spreads is, for example, you take peanut butter and there are 50% peanuts in it and the balance 50% is the spices or chocolate or anything you create. This turns into a spread. Hence, this is a clear difference between spreads and nuts butter.

We started in 2016 and at that time there were hardly any natural peanut butter available. So, we started making natural peanut butter which is 100% peanuts. Then we started getting into the chocolate spreads in which we have 80% of the nuts and the rest of it are added flavours or jaggery sweetening agents. So, that’s how it is evolving over time. I am seeing that the peanut butter is becoming mainstream now. There’s definitely a new wave of people who are looking for or have a liking towards peanut butter or nuts butter and in the spreads also they are looking for more nutrients so things which are protein rich and low on calories

Mukesh Balda, MD, of Urja Protiens , a leading manufacturer and supplier of peanut based product finds a sudden raise in the number of healthy diets options. Peanuts or cashew spreads/sauces and butter is preferred by people who work out and basically focus on fitness. Such people are taking it as a source of protein including peanuts, soya, and other dry fruits. In this way, a segment of society is looking at peanut butter or nuts spread as a potent source of protein in the diet. That’s how the consumption of peanuts is rising day-by-day. More than 500% growth is expected in the next five years.

Cacobean is a planter, procurer, and maker of fine chocolates based in Kochi, the commercial heart of the southern Indian state of Kerala. Over the last 3 decades, the company has manufactured products for the world’s most renowned names in chocolate, private and white-label brands, prestigious corporate clients, and private events. They also sell their own brands of pure and tropical chocolates, as ingredients and confections.

Kurian Chandy, Director, Cocobean chocolatier,. explain, “The nuts spreads market is going pretty good. We are amongst the many players in this segment. The HoReCa segment can use it as a layer in pastries. All spreads are made of nuts for example if you take cashews it will be around 42%, almond would be same around 42%, hazelnut would be 22%. So, they can give authentic taste of the nuts to the customer by using these spreads as layers inside their products. Definitely, younger generation is liking more of it for example Nutella then kids are crazy about that so yes definitely there’s a market. I am not sure of how well it will go with the south Indian food but lately people have started using it with chapati along with bread.”

Vaibhav Chawla, Partner in Silver Edible co. which comes up with a product Moms Theory. Shares, “I feel high protein products are right now the future of any sauces or spreads because protein keeps us fit. Carbs (Carbohydrate) is considered as enemy but on the other hand protein is saviour. Indians who are not the part of the non-vegetarian diet do not have enough amount of protein intake that’s why you have today millets that has been trending lately and then ofcourse the nuts like makhana. In fact, our prime minister is also pushing the people to increase their protein intake because we definitely lack protein because of our staple diet. We tend to enjoy rice and it’s all carbs! Whereas people in abroad they have chicken, lamb and beef which is high on protein. So, protein today has become really important for any industry that’s coming up and looking for avenues of growth. The Indian palette is changing, everyday the palette is becoming more global. We have satay and black bean sauces which are actually international sauces. We are trying to change the thought process of the people here in India and we are trying to tell them that these kind of sauces are not just sauces which originates from another country but these can be used in the Indian staple and food items quite uniquely. So, we push a lot of people when they are having dips so that their protein intake is always high. We started in 2021 only and by the next year we are trying to come up with at least a line of five to ten thousand bottles in a day. We are also trying to get online at every other platform possible and also into exports.” In essence, the industry is set to grow in the near future and the experiment will keep on happening.