Increasing health consciousness among consumers of different age categories, modern lifestyle and brand trust is fueling the growth of malted health drinks market in India, thus drawing more players into this segment and making malt-based drink brands run faster to stay at the same spot.
"Consumption of protein powder in India increasing because of increasing young population, western influence on diets, increasing frequency of exercise, and growing focus on leading active and healthy lifestyles has increases the adoption of protein supplements. But more than 60% of dietary supplement are fake.”
