September 5, 2025 – Consumer insights regarding protein market trends, based on consumer trends research from Innova Market Insights, can be grouped into five key areas – advanced plant protein, fusing familiar with functional, on-the-go formats, science-based sustainability, and combining classic and contemporary.
Plant Protein to Support Wellness
Plant protein innovation can help support consumer wellness goals. Consumer trends research shows that consumers globally look for nutritional benefits and increased protein, especially from plant sources, to support their goals for health and wellbeing. When Innova asked consumers why they would consider 100% plant-based foods, healthier was the top response. Plant-based proteins from fungi or produced through fermentation are becoming more popular because consumers view them as healthy, innovative, and satisfying texturally. They are a next generation plant-based protein solution. Protein trends show that new protein innovations can especially appeal to flexitarians who describe themselves as aiming to eat less meat.
Protein Innovation Combines Familiar and Functional
Manufacturers can consider innovating protein around familiar ingredients and functional features. Consumer trends research shows growing interest in plant proteins that are from natural sources with recognizable and familiar names. Innovative plant protein sources include clean label ingredients from peanuts, hemp, and fava beans that are functional, recognizable, and aligned with wellness. Consumer research suggests that manufacturers should focus on simple protein sources. Consumers globally say they turn first to rice, vegetables, and nuts for protein. Additional protein innovation using AI, along with a focus on beauty benefits, is shining a spotlight on new product launches with collagen. Functional food and beverage products can nourish consumers from the inside. Consumers say that they want functional products with protein for the appearance of hair, skin, and nails. This shows how protein can support both day-to-day performance and appearance.
On-the-Go Formats are Essential
Consumers globally are on the go, so products with protein should offer convenient formats, along with transparent label claims. Appealing format options could include innovative cartons and resealable pouches that are easy and convenient for busy consumers. According to consumer trends research, key barriers to purchasing sustainable food and beverage products include lack of convenience, challenging access, and complicated preparation. Front-of-pack claims regarding nutritional benefits, protein content, and environmental benefits can attract consumers, but they must be transparent in order to build consumer trust. Protein trends highlight that consumers globally prioritize protein content when label reading, and that front-of-pack environmental, waste reduction, eco, and nutrition claims are highly influential. Consumers are cutting down on single-use plastics and are switching to packaging that is reusable, compostable, or recyclable. This presents an opportunity for brands to use innovative materials and formats and to communicate them on-pack to help consumers be more environmentally responsible.
Use Science to Power Protein Innovation
Protein innovation can be both science-supported and sustainable. Innova’s tracking of new product launches shows that science-backed, patented protein ingredients can boost both functionality and appeal to consumers. One example is mycoprotein, which has a meat-like texture, high quality protein, and a nutrient-rich profile, and can be produced sustainably. Mycoprotein can be versatile and produced responsibly. It is well-suited for both plant-based products and hybrid products, bringing functionality and sustainability to support environmental responsibility. Innovation also includes upcycled protein and novel insect-based protein, which offer nutrition, flexible protein formats, and reduced waste. They also fulfil goals for a circular economy. Such innovations are shaping the protein market by aligning with consumer demand for nutrition and sustainability.
Classic Meets Contemporary
Manufacturers can aim to meet classic tastes and contemporary tastes around protein ingredients. Classic nostalgic flavors include vanilla and brown flavors. These can be upscaled and modernized with Madagascar vanilla and truffle flavors. Flavor favorites also can be given a healthy angle. Indulgence attracts consumers so protein-rich products like waffles, meringues, and lemonade are appealing and tasty. Consumers respond well to seasonal flavors such as holiday, alcohol, and floral, and these can increase consumer interest in products with protein. Local flavors resonate with consumers. Protein trends show that taste and texture considerations make better-for-you products more appealing. Along with flavor innovation, protein-rich products need to be craveable, and clean label also is essential.
Protein Fits into Everyday Diets
Consumer trends research shows that consumers strive to include protein in their diet as they seek health, wellbeing, and nutritional benefits in the food and drink products in their diet.
What’s Next in the Protein Market?
Protein trends show that protein is moving away from classics such as bars and shakes into every day, functional, and indulgent snacks, desserts, bakery items, and drinks. Brands can add protein to convenient products tailored to consumer lifestyles. Products with protein can multitask with benefits for physical wellbeing, appearance, and mental health. Adding functional ingredients offers further differentiation. Packaging innovations include advanced barriers, and protective packaging for enhanced quality, freshness, and shelf stability. Personalized packaging, portion-controlled packaging, and on-pack claims can meet consumer goals. Expect protein innovation in the future to have additional functional and targeted benefits that also are climate friendly. The protein market is also evolving, with new technologies including fermentation and molecular level innovation. Companies can develop specific protein ingredients for personalized nutrition needs, including healthy aging, for next-generation nutrition needs. New opportunities for protein can offer benefits for mood, beauty, energy and other lifestyle needs. AI will assist in the development of new flavors, cultural fusions, and other exciting features to attract consumers.
This article is based on Innova’s Innovation in Protein – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more