December 2 – Protein Market Trends, 2024 – When looking at protein ingredient trends in Europe, Innova Market Insights monitors product launches in more than 30 countries in Western Europe and Eastern Europe, excluding Russia. Innova also conducts consumer trends research using reports such as its Innova Meat, Dairy & Alternative Proteins Research 2024, Innova Trends Research 2024, and Innova Health & Nutrition Research 2024. To evaluate consumer trends research in Europe, Innova surveyed adult consumers aged 18-65 in four European countries, France, Germany, Spain, and the UK.
European Consumers Want to Feel Well and Age Well
Participants in the consumer trends research report that they take action to live healthier lives because they want to feel well and age well. Additionally, they express concern about their physical health.
Protein is Important to European Consumers
Consumers in Europe value protein for many reasons, including energy and stamina, control of body weight, healthy aging, and muscle building. Overall, they seek protein from rice and vegetables. Additional protein sources are popular in some countries, for example, lentils in France and Spain, chickpeas in Spain, and mushrooms in Germany.
European consumers support dairy alternatives and meat substitutes. They look for dairy alternatives with common bases that they recognize and meat substitutes with recognizable bases that provide adequate protein. European consumer research says that meat substitutes and dairy alternatives should cost less and have a better taste.
West Europe is Top Region for Protein Ingredients
A majority of food and beverage products with protein ingredients are launched in West Europe, led by the UK. Western European countries also drive launch growth, with Ireland as the fastest-growing market for launches of products with protein ingredients.
Bakery, Sports, and Center-of-Plate Categories are Main Targets
Center-of-plate categories such as dairy, ready meals and side dishes, and meat substitutes are important categories for launches with protein ingredients. Other key categories are bakery and sports nutrition.
The major protein market bases – plant-based, dairy, egg and animal – are used in different categories and have different growth patterns. The newest type of protein, cultured and microbial proteins, are featured in new poultry substitutes.
Many Categories with Protein Ingredients are Stable
Mainstream categories with added protein ingredients show stable growth in launches. These categories include bakery, sports nutrition, confectionery, cereals, spreads, and sauces and seasonings. Subcategories that lead growth are ready meals and side dishes, meat substitutes, desserts and ice cream. Plant-based protein and egg protein ingredients are used most often in bakery launches. Dairy protein and animal protein ingredients feature in sports nutrition product launches.
Health Claims are Present and Growing
Protein claims are among the most common health claims on product launches with protein ingredients. Other top health claims are gluten-free, high/source of fiber and lactose-free. Innova is tracking high growth in launches with protein ingredients and claims regarding fat reduction and lactose-free. Protein claims and gluten-free claims are common to all types of protein ingredients.
Vegan, vegetarian and plant-based claims are the top lifestyle claims in products with plant protein ingredients. They also are growing in use.
Plant-based Protein Leads Other Protein Ingredients
Plant-based protein is the most prominent protein ingredient base. In recent years, it has gained share from dairy protein and egg protein ingredients. Plant-based protein ingredients also are growing in use, as are animal proteins and also cultured and microbial protein ingredients from a small base.
Looking at specific protein ingredients, wheat gluten, soy protein and pea protein ingredients have the largest share of plant protein. Pork protein and beef collagen lead other animal proteins. Yeast protein and mycoprotein, both cultured proteins, are growing in use.
Opportunities for Protein Ingredients
Manufacturers can innovate using familiar protein market bases that European consumers recognize. These include beans, grains, and lentils.
Protein ingredients and their benefits can be targeted toward athletes. Personalized nutrition solutions allow athletes to select products that meet their specific protein needs. Dairy ingredients produced through precision fermentation provide expanded options for benefits of muscle repair, muscle recovery, and muscle building.
Elaboration on protein claims can help European consumers better understand which protein sources are best for health. However, product cost must be a consideration.
Explore precision fermentation to create specialty dairy and other protein ingredients. Precision fermented whey and casein are available, and dairy proteins are accepted by European consumers. Seek opportunities to replicate widely used ingredients through protein market cultivation. Cultivated yeast proteins represent a growth area. Mycoprotein also shows potential for growth beyond current product lines.
What’s Next for Protein Ingredients in Europe?
The plant protein market trends in Europe are poised for expanded precision fermentation for specific dairy and other protein ingredients. Products must taste better, have a better texture, and be priced well to get consumer acceptance. Improved nutrition profiles, including less sugar, fat, and salt, will support front-of-pack labeling. Companies will have opportunities to market products with protein ingredients by educating consumers about protein.
This article is based on Innova’s Now & Next in Protein in Europe. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
