Leading research agency, Nielsen surveyed 2,142 mothers across 16 Indian cities revealing a worrying trend where due to a poor understanding of protein as a macronutrient, Indians consume inadequate levels of proteins.
The study shows that although 95% of Indian mothers surveyed claim to know protein as a macronutrient, only 3% of the population really understand the prominent functions of protein or why one should consume it daily.
Across cities, 82% of mothers residing in mini metros such as Ahmedabad, Bangalore and Hyderabad were unable to correctly associate protein with its functions and attributed low importance to its consumption as a part of balanced meals.
Therefore, while eight out of ten mothers believe protein as ‘important’, protein may not adequately be included in their daily diet. Majority of the mothers (91%) are not able to relate to protein with its crucial functions such as repair of tissues in the body, muscle health and long-term immunity.
Some of the key findings include:
- Over 70% of Indian mothers strongly believe in common myths such as ‘protein is difficult to digest’, ‘it leads to weight gain’, and ‘it is only for body-builders’.
- On an average 85% of mothers incorrectly believe that protein leads to ‘weight gain’ and mentioned that they would prioritise the consumption of vitamins and carbohydrates over protein for their families including for children.
- Most disturbingly, nearly 80% hold the view that lack of protein does not impact overall health!
- Majority of the mothers do not know the most common sources of plant-or-animal-based protein and failed to correctly identify 8 of 11 protein-rich food items presented to them.
- Furthermore, 81% of mothers incorrectly believe that just a regular Indian diet consisting of roti, dal, rice is enough for daily protein needs.
- As a result, only dairy and pulses are considered as the sources of protein in majority Indian households.
- The above myths and beliefs coupled with an inability to identify the correct functions and sources of protein may lead to low protein consumption, despite 85% of Indian mothers believing that protein is very important for health.
- This underlying ‘protein paradox’ i.e. high importance vis-à-vis low understanding could ultimately become a major factor in the gradually declining rate of quality protein consumption.
- Mothers from India’s metros, mini-metros and urban towns are perceived to have differing food preferences, but their distorted understanding of protein emerged a shared attribute, impacting the quality and quantity of protein intake.
Protein Psych
Mighty barriers of misinformation and myths are overshadowing protein consumption in Indian homes. India’s Protein Paradox survey revealed various myths and misconceptions which dilute the importance of protein and create barriers for its inclusion in daily diets.
More than 70% of Indian mothers surveyed believe in myths that protein is difficult to digest, leads to weight gain, is only for ‘body-builders’ and is expensive to procure. Furthermore, an average more than 85% of the cohort of mothers who believe that protein leads to weight gain also agreed that they would prioritise the consumption of vitamins and carbohydrates rather than protein for themselves and their children.
Protein Pinch
Indian households reduce protein intake to a pinch amongst basic staples, as most protein sources remain unidentifiable.
While earlier findings reveal that the consumption of protein is not a priority in most households, it was even more concerning to find that most of the Indian mothers don’t know the key sources of protein. During the survey, most mothers failed to correctly identify 8 of 11 protein-rich food items presented to them. Furthermore, 81% of mothers incorrectly believe that just a regular Indian diet consisting of roti, dal, rice is enough for daily protein needs. As a result, dairy and pulses remain the primary high-protein sources of protein in majority Indian households. These beliefs, coupled with an inability to identify the correct functions and sources of protein lead to low protein consumption, despite 85% of Indian mothers believing that protein is important for health.
What next?
The solution to the current predicament outlined by the India Protein Paradox study points towards nudging a behavioural change in the people’s mindset regarding protein. This includes bridging the gap between knowledge and practice, with informed perceptions. However, it can be best accomplished through various stakeholders like government or organizational bodies, food industry, educational institutes, media, nutritionists, and other health experts coming together for the nutritional wellbeing of India’s masses.
About the Protein Paradox Study
The Protein Paradox Study is a nation-wide study commissioned by Right To Protein to understand and identify the practical challenges that pose as a barrier to protein consumption in India, including common myths and practices about protein, and facilitate evidence-based discussions by focusing on data, statistics and objective information.
This study has been developed basis results from a survey which included 2,142 mothers of children in the age groups of 6-18 years residing in 16 cities across India.
Right To Protein commissioned Nielsen to conduct this survey using a combination of Computer Assisted Personal Interviews (CAPI) as well as Face to Face (F2F) interviews in various local languages.
About the ‘Right To Protein’ Initiative
Right To Protein is India’s first communications and consumer advocacy initiative supported by several like-minded Indians, individuals, academicians, professionals and institutions and is also supported globally.
In its initial phase, the initiative is open for all Indians who would like to join and/ or contribute to the initiative in any capacity including providing knowledge, technical support or as promotion partners.
Further, this initiative will develop an ecosystem of professionals to drive protein awareness and debunk myths and misconceptions about protein as a critical macro-nutrient for human health.
The ecosystem will also aim to improve quality and consistency of different types proteins consumed in India and thereby lead to greater protein consumption by livestock, poultry and pisciculture/aquaculture (fish & shrimp farming).
Visit www.righttoprotein.com to learn more about the Protein Paradox study.
