November 7, 2024 – As plant-based and vegan products become more mainstream, plant protein ingredients are rising to meet the demand for alternatives that replicate the taste, texture, and satisfaction of animal protein. In Europe, consumers are increasingly drawn to these ingredients for their health benefits, sustainability, and alignment with modern dietary preferences. Innova’s 360 research into plant protein trends highlights consumer preferences, product launches, top claims, and what might develop in the future.
Plant Protein Trends in Action
Consumers are choosing healthier ways to enjoy food, including switching to plant-based alternatives across a growing range of products. Protein trends display that more than 1 in 3 consumers in Europe always read ingredient labels when buying plant-based, compared to just 1 in 5 globally. This reflects Innova’s annual top trend of 2024, ‘Ingredients: Taking the Spotlight,’ where brands feed positive consumer attitudes toward key ingredients by promoting a product’s star element.
At least a quarter of European consumers are open to 100% plant-based alternatives to add variety to their diet. Additionally, about 2 in 5 prioritize familiar culinary formats when buying plant-based, aligning with another trend of 2024, ‘Plant-Based: The Rise of Applied Offerings,’ where well-known dishes and formats offer familiarity and clarity, making it easier for consumers to embrace plant-based options.
Consumer Preferences in Plant Protein
One-third of European consumers consistently read ingredient labels on plant-based products, seeking options that are nutritionally equivalent to animal-based. Purchasing preferences vary by country. For instance, Spain consumers favor plant-based milk, Germans prefer plant-based butter, while consumers in Germany and the UK are inclined toward plant-based meat. Many consumers want more plant-based meat, dairy, and chocolate options in the plant protein market.
Consumers eat meat substitutes and dairy alternatives for their naturalness and digestive benefits but avoid them due to their artificialness. Concerns about GMOs in meat substitutes and high sugar content in dairy alternatives are common. Protein trends show that Europeans seek plant-based alternatives that are cheaper and tastier.
Consumers across Europe, particularly in France, Germany, Spain and the UK, appreciate legumes and pulses like beans, peas, chickpeas and lentils for their health benefits, good flavor, and role in boosting protein intake. Rice, vegetables and lentils are also popular plant-based protein food sources in Europe.
Plant Protein Product Launch Trends
There has been a 10% CAGR growth in protein ingredients over the past five years. Protein trends display that UK leads with 18% of plant protein and non-animal protein ingredient launches over the past year. Meanwhile, Austria and Italy display the fastest growth in West Europe.
The range of products featuring plant alternatives to animal products centered around meat and dairy continues to expand. Especially in meat substitutes, ready meals and side dishes, dairy, and desserts and ice cream. While established categories like bakery, cereals, and meat, fish and eggs remain steady. Emerging categories include egg and egg products, fish and seafood substitutes, processed cheese, non-dairy cheese, and dairy based ice cream and frozen yogurt, and meat snacks are gaining attention. These categories present significant growth potential as consumers increasingly seek plant-based and non-animal protein options.
Plant Protein Claims and Positionings Trends
High source of protein, fiber and gluten-free are the top claims in the plant protein market, reflecting consumer demand for better nutritional value. The rise in added calcium and vitamin/mineral fortification claim launches highlights ongoing improvements in the nutritional profiles of plant-based products.
Protein trends show that vegan remains the leading lifestyle and clean label claim, with consistent growth. Other key claims include no additives or preservatives, organic, vegetarian, and plant based. Seasonal and limited-edition products are also on the rise, accounting for 59% of launches in the past year, offering brands an opportunity to tap into evolving consumer trends.
Plant Protein Ingredients Trends
Soy, pea, and wheat protein are well-established ingredients. Almond, bean, and vegetable protein are growing in popularity. Wheat protein is the leading protein in three main categories, like meat substitutes, ready meals, and snacks. The pea protein ingredient is most utilized in dairy.
Textured protein add texture to meat substitutes and products made with meat substitutes. Soy-based textured vegetable protein makes a comeback in the plant protein market.
What’s Next in the Plant Protein Ingredients Trends?
Consumer demand for natural plant-based foods remains high, but they are also concerned about artificial ingredients in meat and dairy alternatives. Whole protein sources like beans and peas, along with ingredients derived from whole foods, provide a cleaner, more natural image that appeals to consumers. Additionally, manufacturers can work toward shorter ingredient lists with recognizable ingredient names.
Protein trends reveal that consumers are highly concerned about the cost of plant-based substitutes. Established technologies, as well as newer processes such as precision fermentation and upcycled ingredients, can be evolved in a way that lowers costs and reduces retail price to make it affordable.
As sensory factors such as taste and texture are important, manufacturers can ensure plant-based offerings meet consumer expectations to drive repeat purchases. As innovation advances, plant-based products are likely to evolve in ways that address both cost and sensory needs.
This article is based on Innova’s Now & Next in Plant Protein in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
