Life Health Foods bets on protein boom in world’s largest dairy market
India may be the world’s largest dairy producer and consumer, but a growing appetite for plant-based protein is reshaping the country’s beverage landscape.
Life Health Foods, the parent company of plant-based milk brand So Good, has launched a new high-protein range of dairy alternatives in India, targeting consumers increasingly focused on muscle building, weight management, and overall health.
Dairy Dominates — But Protein Concerns Persist
India accounts for roughly a quarter of global milk production, with output rising 64% between 2014 and 2024. Per-capita milk availability increased by 48% during the same period, and production is forecast to grow another 3.6% over the next decade.
Despite dairy’s stronghold in daily diets, protein deficiency remains a concern. Surveys suggest that up to 62% of Indians worry about insufficient protein intake, while broader research indicates a significant proportion of adults may be protein-deficient.
This has fueled demand for protein-rich foods — particularly plant-based options.
High-Protein Soy and Almond Milks Enter the Market
So Good’s new lineup features two fortified plant-based milks:
- High-Protein Soy Milk:
- Made with 18% soybeans and 1.8% additional soy protein
- Delivers over 13g of protein per cup
- Compared to 10g in its regular soy milk
- High-Protein Almond Milk:
- Contains 4% almonds and 3.7% soy protein
- Provides 10.5g of protein per cup
- Versus 1.4g in the original almond variant
For comparison, the same serving of cow’s milk from dairy major Amul contains approximately 7.5g of protein.
Both products are fortified with vitamins B and D, along with calcium — a key nutrient of concern among Indian consumers — and contain no added sugar or cholesterol. The shelf-stable milks are positioned as versatile options suitable for smoothies, coffee, oats, and other everyday uses.
Rohit Bhagat, general manager at Life Health Foods, emphasized that plant-based proteins offer additional nutritional advantages such as fibre, antioxidants, and healthy fats, supporting heart health and long-term sustainability.
Protein Trend Gains Momentum
The launch reflects a broader shift in India’s food and beverage sector. Over the past year, brands across consumer packaged goods and foodservice have introduced protein-enhanced products in response to growing demand.
Recent surveys indicate:
- 37% of Indians want to increase plant protein intake
- 51% aim to consume more plant-based milk
- 41% want to increase cow’s milk consumption
- 9% are reducing milk alternatives, compared to 11% cutting back on dairy
According to Ipsos, plant-based dairy companies in India recorded a 20% revenue increase in 2024, contributing significantly to the growth of the broader vegan sector.
Read More: Global Dairy Markets Rebound as Demand Absorbs Rising Supply
Soy and almond dominate the category, accounting for 45% and 31% of the market respectively — reinforcing So Good’s focus on these bases for its protein-enhanced range.
Consumer perception also favors plant-based options. When asked to rate milk products, 64% of respondents described almond milk as “very good,” compared to 49% for soy milk and 37% for dairy milk.
Investors Take Notice
The protein surge is attracting investor attention. Recently, Cosmix Wellness agreed to sell a 60% stake to Marico in a $25 million deal. Meanwhile, Earthful raised $2.9 million to expand its women’s health portfolio. Both companies offer vegan protein products and have gained visibility through television entrepreneurship platforms.
A Market at a Crossroads
India’s dairy sector remains formidable, but evolving nutrition priorities are opening the door to high-protein plant-based alternatives. As protein becomes the centerpiece of consumer purchasing decisions, companies that can deliver functionality, taste, and affordability may find significant growth opportunities — even in a market deeply rooted in traditional dairy.
In a country where milk has long reigned supreme, plant protein is no longer a niche. It is positioning itself as a serious contender.
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