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84% people in Chennai are protein deficient

PROTEIN DEFICIENT DIETS AND POOR PROTEIN AWARENESS MAKE INDIANS PROTEIN DEPRIVED

 

84% people in Chennai are protein deficient

 

  • Indian protein deficiency levels are alarming

o   73% of Indian diets are protein deficient; Indian vegetarian diets worst affected with 84% being protein deficient; while 65% of Indian non-vegetarian diets too suffer from protein deficiency

o   Lucknow is the most protein deficient city in India with 90% of population suffering from protein deficiency; Kolkata enjoys the best protein balance with only 43% with protein deficiency

  • Protein is one of the most misunderstood nutrient in India

o   93% of Indians are unaware of their ideal protein requirement

o   Indians suffer from several myths related to quality of protein (sources) and quantity of protein consumed at various life stages.

 

 

 

 

Protein’s health benefits: Top associations

  • Essential for children’s growth
  • Enhances mental sharpness
  • Essential for muscle building
  • Is good to build immunity
  • Enhances beauty, is good for skin, and  improves hair quality

Leading research firm, IMRB, today released findings of a nationwide study on ‘Understanding Protein Myths & Gaps among Indians’ covering 1800 respondents across East, West, North, South regions, which has revealed significant gaps in both awareness levels on protein and its consumption.

 

Protein enjoys highest average associations on various health benefits

  • Protein – 53%
  • Calcium – 48%
  • Vitamins – 43%
  • Iron – 34%
  • Carbohydrates – 32%

Numbers above are average percentage associations on health benefits

Protein is one of the fundamental nutrients essential for the human body, which is duly acknowledged by the respondents. Respondents believe that protein is essential for children’s growth; enhances mental sharpness; essential for muscle building; is good for immunity and enhances beauty, is good for skin, and hair quality.

 

Among nutrients endorsed for their health benefits by the respondents, protein has the highest average endorsement i.e. 53%, with calcium at 48%, vitamins at 43%, iron at 34% and carbohydrates at 32% 

 

73% of Indian diets are protein deficient

  • 3/4th of Indians   consume inadequate amount of protein in their diet

 

Vegetarians are significantly more protein deficient than vegetarians

  • Protein deficiency among Vegetarians: 84%
  • Protein deficiency among Non-Vegetarians: 65%

Alarmingly, what is the adverse impact of protein deficiency is not well understood among Indians in general, with only 1/3rd strongly endorsing that lack of protein can cause weakness and fatigue.

 

The study, involved analysing the diet patterns of respondents, to understand if the Indians are consuming the prescribed levels of protein in their daily diets, which is a function of their body weight. Alarmingly, it was found that Indians suffer from a significant protein inadequacy, with 73% of Indians consuming diets being protein deficient.

 

The most protein deficiency was found among vegetarians with an alarming 84%. Contrary to the popular belief, what is interesting that not all non-vegetarian diets provide adequate protein, as 65% of Indian non-vegetarian diets were found to be deficient in prescribed levels of protein as well.

 

Lucknow is the most protein deficient city in India, Kolkata is the least

  • Lucknow: 90%
  • Ahmedabad: 84%
  • Chennai – 84%
  • Vijayawada – 72%
  • Mumbai – 70%
  • Delhi – 60%
  • Kolkata – 43%

In a region wise analysis of protein deficiency, Lucknow is the most protein deficient city i.e.90% protein deficiency, followed by Ahmedabad and Chennai at 84%, Vijayawada at 72%, Mumbai at 70%. Only Kolkata has less than half of population suffering from protein deficiency in their diets at 43%.

 

 

 

 

Men with families are most protein deficient, followed by mothers

  • Men with families – 75%
  • Mothers – 72%
  • Single women – 53%
  • Single men – 44%
  • Children (10-15 years) – 44%

A closer look at the various consumer segments find that protein deficiency is highest among men with families at 75% and mothers at 72%.

 

 

 

 

 

The awareness challenge

 

The reason behind protein deficiency is explained by the fact that Indians also suffer from poor awareness levels on protein. 93% of Indian’s interviewed are unaware of their ideal protein requirement, with pregnant ladies on the top at 97%, followed by lactating mothers at 96% and adolescents at 95%.

 

One of the most misunderstood nutrients: Protein confronts several myths:

 

  • 73% of Indians believe that green leafy vegetables are a good source of protein
  • 30% of Indians strongly agree that 1 egg a day provide sufficient amount of protein
  • 29% of Indians strongly agree that their regular daily diet is enough for  their daily
  • protein needs
  • 28% Indians strongly agree that their veg diet is good enough for their protein needs
  • 1/5th of Indians believe that high protein diet is bad for health

 

 

93% of Indians are UNAWARE of their ideal protein requirement

  • 95% of adolescents are unaware of their ideal protein requirement
  • 97% of pregnant ladies are unaware of their ideal protein requirement
  • 96% of lactating mothers are unaware of their ideal protein requirement
  • 91% of diabetic patients are unaware of their ideal protein requirement

94% Indians ACCEPT/ AGREE that their daily protein intake is inadequate

  • 96% of adolescents accept/agree that their daily protein is inadequate
  • 98% of pregnant ladies accept/agree that their daily protein is inadequate
  • 97% of lactating mothers accept/agree that their daily protein is inadequate
  • 92% of diabetic patients accept/agree that their daily protein is inadequate

 

What is even more alarming is that Indians suffer from many myths when it comes to their understanding of the sources of Indians, its role.

 

 

About Kantar IMRB

Kantar IMRB is a pioneer of market research services in Asia. It partners its clients across the entire brand life-cycle through a unique mix of innovation and analytical thinking to design customized solutions that deliver greatest impact. Kantar IMRB’s suite of solutions is designed on frugal, agile innovation and adds value, real value, to help clients make impactful decisions. By leveraging on its large array of syndicated services and specialist divisions, Kantar IMRB helps clients in crafting marketing and consumer strategies. Kantar IMRB has created products and frameworks for global clients using the expertise and knowledge of emerging markets. With a multidisciplinary and multi- cultural workforce, Kantar IMRB is at the forefront of research and consulting services.

 Kantar IMRB has been a leader in setting up industry measurements like India’s first TV rating system (TRPs), the first and only household panel in the country –Household purchases of FMCG’s (Kantar Worldpanel), the National Readership Survey (NRS), first IT (ITOPS) and Digital ( I Cube) studies, Online audiences (WAM) and Mobile usage (Mobi Track). Kantar IMRB also played an important role in the standardization of market research practices in India and was responsible for creating the Socio-Economic Classification (SEC) system in 1983 – a method now used across India to segment and define target audiences.

Aug 01, 2017
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