July 21, 2025 – Innova Market Insights’ research analyzes alternative proteins. The analysis starts with a macro look at health and then narrows in on the opportunities of alternative proteins for brands and suppliers. The research looks at product launches, positioning trends, flavor trends, and category trends.
Consumers Prioritize Health and Wellbeing
Protein trends show that 1 in 3 consumers globally consider health and wellbeing is a top spending priority beyond living essentials. Furthermore, 39% have taken much or a great deal of action to live healthier in the past 12 months. Most consumers, 59%, say their approach to healthy living is proactive.
Diet and Nutrition Are Central to Healthier Living
Over the past year, the top consumer action for living healthily has been a healthy, nutritious diet, with 45% reporting this action for healthier living. Other top consumer actions for healthier living are regular physical exercise, looking after mental health, and watching weight.
Consumers are Reducing Meat Intake
Protein trends reveal a rise in plant-based diet adoption, with nearly 1 in 4 consumers identifying as meat reducers or flexitarians, and 1 in 5 not consuming any meat at all. Health is the top reason for consumers to consider 100% plant-based alternatives, with other factors including bringing variety to the diet, and plant-based being better for the environment.
Protein a Star Ingredient for the Modern Marketplace
Protein is becoming increasingly important for consumers, with 42% of consumers stating that protein is their most important ingredient. Examples of plant-based protein sources include nuts, seeds, legumes, and mushrooms. Many consumers say they eat these foods for their protein content.
Alternative Proteins Mainly Driven by Plant-Based Protein Innovations
Global alternative protein launches continue to grow each year with a 10% CAGR for total alternative proteins from 2020 to 2024. Despite cultured and microbial-based proteins showing a 15% CAGR in the same period, highlighting the potential of these emerging sources, plant-based protein innovations still dominate in the number of launches.
Plant Proteins Expanding Across Categories
Plant-based protein alternatives are expanding beyond meat alternatives. Protein trends show diversification across categories, with plant-based protein gaining traction in chilled desserts, fish and seafood substitutes, and bean-based snacks. For example, in the chilled desserts category, Harvest Moon introduced a tiramisu protein pudding that contains soy protein. In the Netherlands, Albert Heijn launched a plant-based alternative for salmon, as part of its Terra plant-based range, made with 4% pea protein. Loka launched protein chips, which contain fewer carbohydrates than regular potato chips and are made with lupin flour and fava bean protein.
High-Protein Bakery Products on the Rise
Traditionally an indulgent category, bakery products are now being enriched with protein to add functionality. For example, Bake Me Healthy uses upcycled sunflower protein flour for its vegan and gluten-free dark chocolate cookies adding 8g of plant protein per pack.
Exploration of Diverse Protein Sources
Suppliers are exploring more diverse protein sources, including different pulses and seeds. Protein trends highlight the rising interest in novel, functional sources, and a trending plant-based protein source is fava bean, while other alternative protein sources to watch are flaxseed and lentils. These plant-based protein sources are protein sources brands can explore as alternatives to already established plant-based proteins such as soy, pea, and wheat. Fava protein is a key building block in many meat and fish substitutes, such as plant-based salmon, and can also be used to boost the overall protein content of a product. Nush Protein is a yogurt alternative made with almond drink and uses fava bean protein to help deliver up to 23g of protein per tub.
Taste Meets Nutrition
Improved taste is the number 1 improvement consumers would like to see more in plant-based products. At the same time, consumers are also concerned about getting enough nutrition. Mushroom is an ingredient which offers superior textural profiles while providing a complete protein profile. For example, Revo Foods uses mycoprotein to create a 3D-extruded black cod substitute. Mycoprotein is a natural, fibrous protein from fermented fungi that mimics the appearance of fish, offers a neutral taste, provides a complete amino acid profile, and a high fiber content.
Clean Label Plant Based Offerings
Brands are looking to cut out artificial ingredients and promote natural protein sources to cater to consumer demand. 28% of consumers want to see fewer artificial ingredients in plant-based offerings. Recognizable and shortened ingredients lists with no chemical additives add value. Brand Malk now offers plant-based non-dairy milks with only three to four ingredients, with soy Malk containing only water, soybeans, and salt.
What’s Next in Alternative Protein Market Trends?
To cater to more consumers who aren’t drawn to fully plant-based diets but still want the advantages of increased plant-based consumption, more brands are launching hybrid meats in the market. These hybrids are a combination of animal and plant proteins. Aside from plant-based options, there are further opportunities in cell-based meat, with 34% of consumers worldwide agreeing that it is more sustainable than traditional meat.
Technology also plays a key role in providing sustainable dairy protein options. Precision technology replicates the taste and benefits of dairy milk with lower emissions. Brands should emphasize the natural appeal of plant-based eating, simplify ingredient lists, and utilize innovations like precision fermentation and cellular agriculture to meet the rising demand for alternative proteins.
This article is based on Innova’s The Business of New Proteins: Trends, Growth & Global Shifts report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
