Staff Reporter: Mumbai, 15th December, 2025. As India’s health and fitness ecosystem continues to mature, 2025 has emerged as a defining year for how consumers engage with nutrition. From gym-goers to everyday urban households, protein is no longer viewed as a niche supplement for athletes, but as an essential part of daily wellness. Industry experts point to rising awareness around preventive health, metabolic fitness, and longevity as key drivers behind this shift.
This growing “protein consciousness” is being fuelled by younger consumers—particularly Millennials and Gen Z—who are actively seeking science-backed, transparent, and effective nutrition solutions. The trend is also reflected in the increasing demand for clinically tested products, clean labels, and innovation-led formulations across the fitness nutrition category.
Commenting on the evolving landscape and what lies ahead, Kaustuv Paliwal, Senior Vice President, Bright Lifecare (the parent company behind MuscleBlaze, HealthKart & other leading consumer brands in the Fitness Nutrition space), said, “As we close 2025, one of the strongest shifts we’ve witnessed in India’s health and fitness landscape is the rise of ‘protein consciousness’. Consumers especially Millennials and Gen-Z are now far more aware of the long-term benefits of meeting their daily protein requirements. This behavioural shift is driving accelerated adoption of high-protein supplements as well as protein-fortified everyday foods across the country. At MuscleBlaze, we’ve continued to stay at the forefront of innovation to serve this growing demand. Our clinically tested and internationally patented formulations from Biozyme Whey, CreAMP to Pre-Workouts have consistently topped consumer preference rankings in 2025. We are seeing a clear move toward credible, science-backed nutrition and that is exactly where MuscleBlaze continues to lead.”
“A trend we expect to become mainstream in 2026 is the renewed focus on maintaining muscle mass for longevity and a better ‘health span’. Stronger muscles support improved metabolic health, help regulate blood sugar, reduce inflammation, enhance mobility and balance and lower long-term mortality risk. As India’s population ages, adequate protein intake will become even more crucial. With 13 years of a consumer-first approach, MuscleBlaze remains committed to delivering safe, effective and transparently tested nutrition, ensuring every Indian has access to products they can trust on their fitness journey,” Paliwal adds.
About MuscleBlaze:
Founded in 2012, MuscleBlaze is Asia’s leading sports nutrition brand, trusted for authenticity, innovation, and quality. The brand pioneered industry-first measures like SMS-based product authentication, NABL-certified protein test certificates, and the “Scoop-on-Top” design to ensure transparency. Its flagship Biozyme Whey is the
world’s first clinically tested and U.S. Patented protein formula designed for enhanced absorption. With 13 Years of consumer-first approach, MuscleBlaze continues to deliver safe, effective nutrition with 100% accurate label claims for every fitness journey.
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