December 4, 2024 – Innovation in protein ingredients impacts key product categories, including plant-based protein, dairy protein, egg protein, meat protein, and cultured protein trends. Consumers are extremely interested in global protein trends, putting pressure on manufacturers to innovate in a way that meets consumer expectations. Consumers expect products with protein ingredients to taste good, have a pleasant texture, be nutritious, and fall within budget parameters.
Protein Ingredients Vary in Processing
Protein ingredients undergo different levels of processing and products can have more than one type of protein. Intact protein trends can be used in their whole food state – beans, soy, dairy, eggs and animal meat. Some protein ingredients are extracted from plant sources like soy, peas, other pulses, wheat, and other grains. They can be added as an intact, isolated, concentrated, or textured ingredient. Precision fermentation is a new technology that generates cultivated protein market trends through fermentation. Precision fermented protein ingredients can be microbes themselves or proteins generated by the microbes. Mycoprotein is another type of cultured protein trends. Cell-cultured protein is grown from starter cells. It is emerging in some countries.
Consumers Say Protein is a Priority
Innova Market Insights conducts consumer trends research to assess consumer attitudes and behaviors, including those around protein market trends. To evaluate consumer trends regarding protein, Innova examined results from its Innova Meat, Dairy & Alternative Proteins Research 2024, Innova Trends Research 2024, and Innova Health & Nutrition Research 2024. This research was conducted online with 1,000 adult consumers aged 18-65 from 11 countries.
Protein trends continue to be a major focus for consumers. Consumers can choose from food and beverage options with protein ingredients that are widely available across multiple categories. In consumer trends research, respondents say that global protein trends are important to them, especially for energy and to help manage their weight. The most commonly eaten sources of protein include rice, vegetables, nuts and beans.
Looking for Alternatives to Dairy and Meat
Consumers who want to consume less dairy often switch to dairy alternatives. Eggs, vegetables, fish, and seafood are popular replacements for meat. Consumers are most willing to buy alternatives made from familiar bases.
Participants in Innova’s consumer trends research read labels when buying dairy alternatives and meat substitutes. They want products that offer similar nutrition to dairy and meat, including protein. Consumers also expect alternative options that cost less, taste good, and have less sugar (for dairy alternatives).
Launches with Protein are Growing
Food and beverage launches with protein ingredients and launches with protein ingredients plus a protein claim show solid growth that outpaces food and beverage launches in general. Globally, the largest share of products with protein ingredients are launched in West Europe, followed by Asia. Africa in general and African countries lead growth in launches with protein ingredients, along with select countries in the Middle East and East Europe.
Several Categories Incorporate Protein Ingredients
The categories most likely to have protein ingredients are bakery, dairy, meat, fish, and eggs, ready meals and side dishes, and sports nutrition. The fastest-growing categories are led by meat substitutes, desserts, and ice cream. The fastest-growing subcategories are slightly different – fish and seafood substitutes plus other dairy formats are in the lead.
Protein Ingredients Have Different Uses
The uses and growth patterns for each type of base protein ingredient differ. These ingredients are plant-based protein, dairy protein, egg protein, animal protein, and cultured protein. Most are growing modestly.
Whey protein drinks, fish and seafood substitutes, poultry substitutes, red meat substitutes, pork substitutes, other meat substitutes, non-dairy cheese, and dairy alternative drinks lead other subcategories for growth.
Protein Claims and Other Claims
The top claims in products with protein ingredients are protein, gluten-free, and fiber claims. Sugar-related claims can be found on labels of dairy alternatives.
Leading lifestyle claims incorporate plant-related features such as plant-based, vegetarian, and vegan. Clean label claims are led by no additives or preservatives and halal claims. Limited edition products and seasonal products with added protein ingredients may have a protein claim.
Plant Proteins and Cultivated Proteins Lead Growth
Each of the different types of protein ingredients shows growth, with cultivated protein ingredients and plant-based protein ingredients in the lead. Look for plant-based proteins from soy or wheat added to bakery products, ready meals, and certain meat substitutes. Dairy protein ingredients appear in sports nutrition and dairy launches. Bakery and confectionery launches may incorporate egg protein. Animal protein ingredients are added to launches of meat, fish and eggs products, while noodles and pasta with animal protein ingredients are growing.
What’s Next in Protein Ingredients?
Innovation and evolution to watch in protein ingredients include growth in plant-based, more meat substitutes and dairy alternatives, better taste and texture at a lower price, protein claims, better nutrition profiles, more fermented proteins, and opportunities to educate consumers about global protein trends.
This article is based on Innova’s Now & Next in Protein – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
