Consumers top protein needs include:
- A blend of plant and diary proteins
- Portable snacks
- Improved plant-based meats
- Alternative proteins
- Sustainable proteins
- Proteins with bioactives
The global protein market is expanding and evolving as consumers’ demand for protein grows. From next-gen plant-based meats to on-the-go protein snacks to dairy protein bioactives for sports performance, protein is checking all the boxes for today’s consumers. Here’s a look at the 2022 global protein market trends.
Consumers top protein needs include:
According to the American Dairy Products Institute (ADPI), the top protein fortification ingredients by volume in the global protein market continue to be soy and dairy, followed by pea, wheat, potato, and rice. While advantages in cost, availability, nutrition, and functionality will keep soy and dairy in the lead, other proteins have strong appeal in specific applications, such as wheat protein in baking and pea protein as a non-GM, allergy-free alternative to soy.
Consumers’ strong and growing interest in protein is creating new opportunities that touch on the functional benefits of different proteins, protein diversity in the diet, and new protein sources. Here’s a look at emerging themes by protein type:
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Plant-based proteins continue to gain traction, particularly in North America and Europe. As more consumers adopt a flexitarian lifestyle, demand for plant-based meats is soaring. In the US, for example, nearly half (45 percent) of consumers have tried or regularly eat plant-based beef.2 The top reason for choosing plant-based meat is that it makes them feel healthier.3 Mintel reports more than half (54 percent) of US consumers think restaurants should carry more plant-based protein options.4
Plant-based dairy also continues to do well globally, with FMCG Gurus reporting the top consumption drivers as the environment (63 percent), health (62 percent), and taste (60 percent).5 Sports nutrition products made with plant-based proteins are also expanding. While soy protein remains the go-to plant protein for nutrition products, issues of GM crop contamination (especially in Europe) and concerns around allergens and phytoestrogens are driving a shift toward non-soy plant proteins.
Pea protein is the up-and-coming plant protein of choice for manufacturers who wish to sidestep the issues surrounding soy. Though the pea protein market is still small, at just a fraction of the soy protein market, it’s rapidly expanding to meet demand. A key challenge will be in finding an outlet for the pea starch produced as a by-product to help bring down the cost.
Dairy proteins, which include whey and milk proteins, will continue to lead in premium applications, such as sports nutrition, clinical nutrition, and infant formula. Known as a complete protein source, dairy proteins also offer important advantages over soy proteins in taste and functionality. Dairy proteins are expected to gain share in niches that emphasize protein quality. Examples include fresh dairy products like yogurt and ice cream, products for infants and children, and sports nutrition products like protein-fortified ready-to-drink beverages and bars.
The sports nutrition category, in particular, is characterized by nutrition-savvy consumers that are likely to understand not just the concept of protein quality, but also the performance implications associated with different types of proteins. For example, fast-absorbing whey proteins are popular for post-workout muscle building and maintenance, while slow-absorbing milk proteins are known for providing sustained release and satiety. In the U.S., dairy is the preferred protein choice for beverages.
In North America, the growing demand for protein has launched an interest in alternative proteins as much about culinary adventure as it is about nutrition. Using new proteins derived from seeds, nuts, legumes, fungi, or algae is a way to add excitement, as well as the health benefits of protein diversity, to any product. Manufacturers can choose from a variety of newer protein ingredients, such as sacha inchi, hemp, sunflower, pumpkin, flax, and chia seed proteins.
Blends of animal and plant proteins or animal and fungal proteins are another approach to addressing consumers’ interest in protein diversity. These types of protein blends allow a consumer to have the complete protein benefits associated with animal proteins along with the superfood benefits of certain plants and mushrooms. Beef and mushroom “blended burgers” and dairy almond milk are early examples of this trend. Plant-based protein blends are also on the rise, especially in vegan sports nutrition products formulated to be a source of complete protein.
North America and Europe lead in per capita protein consumption, with both animal and plant proteins popular among consumers. The lowest per capita protein consumption can be found in sub-Saharan Africa and in Asian countries (with the exception of China), where most of the diet’s protein comes from plants. Rising incomes in China, as with many other emerging economies, are driving an increase in protein consumption, in line with a shift toward the Western diet.
In high-income countries like the U.S., the demand for protein combined with high disposable income has led to a consumer base that has come to expect protein. Protein is not just for sports nutrition consumers anymore. Mainstream consumers understand that protein supports satiety, weight loss and management, and muscle building and maintenance. With over two-thirds of the population overweight or obese and a growing senior population that looks to nutrition to mitigate the effects of aging (such as age-related muscle loss), it’s clear that protein meets mainstream needs.
Consumers are looking for more protein in their meals, as well as in their beverages and snacks. As a result, many regularly check labels for protein claims and grams of protein. According to Nielsen, 55 percent of U.S. households say high protein is an important consideration when they grocery shop.6
While food, beverage, and supplement manufacturers are well aware of consumers’ interest in protein, understanding what they’re looking for in terms of protein type, format, and health benefits is not always as clear. Here’s a review of the top consumer-driven global protein trends manufacturers should know:
Across the world, a growing proportion of consumers are shifting their diets to include more plant-based options. Plant-based dairy products are a popular way to do this, with 41% of global consumers saying they eat or drink dairy alternatives.7 However, research by FMCG Gurus shows most of these consumers are not foregoing traditional dairy but are instead embracing a flexitarian diet.
|Percent Consuming Dairy
|Percent Consuming Dairy Alternatives
The overlap in the proportion of consumers who use dairy and dairy alternatives indicates a significant proportion of consumers switch between the two. Factors influencing product choice include consumers’ motivations for consumption, as well as where and with whom they’re eating and drinking. This flexitarian approach lets consumers add the plant-based dairy benefits they’re seeking (such as sustainability, health, and taste) to their diet, without eliminating their favorite dairy products.
Busy consumers are also on-the-go consumers. A grab-and-go protein snack is a format that works well with this lifestyle. Portable protein snacks can be consumed at work, in the car, at the gym, at school, or outside while jogging or hiking. A snack with protein offers consumers a healthy snacking option and provides satiety, as well as exercise support benefits.
Protein-fortified bars and ready-to-drink beverages are perennial favorites among on-the-go, snacking consumers, with protein waters as an important emerging category. Seed and nut snack packs, jerky, string cheese, and squeezable nut butters and yogurts are other easy options for portable protein. Small portion sizes and single-serve packaging are key in supporting portable snacking.
The plant-based meat market has expanded rapidly, with the U.S. taking the lead. New industry players have doubled down on product optimization to address the shortcomings of earlier plant-based meats, with a focus on texture and taste. In the U.S., 71 percent of consumers prefer plant-based meat that closely mimics the taste of meat, according to Mintel.9 This indicates a shift in the plant-based meat consumer base toward a more mainstream, meat-eating crowd.
Taste isn’t the only improvement in plant-based meats that consumers crave. Clean label plant-based meat is another emerging trend that addresses consumers’ concerns over the long, complicated ingredient labels often found on plant-based meats. Shortening ingredient statements while maintaining an acceptable texture is the main challenge here. Plant-based meat that matches the nutrition of animal-based meat is also on the radar, especially for vitamin, mineral, and sodium content.
The buzz around environmentally sustainable proteins has been largely driven by Millennials but is also supported by Gen Z. Foods and beverages made with more sustainable proteins give consumers a way to support products that align with their values. Sustainable proteins might require less land or fresh water to produce or may be associated with fewer greenhouse emissions.
Protein from climate-resistant crops—such as indigenous, drought-tolerant millets in India and quinoa in Bolivia—can also be seen as more sustainable, as well as protein from animal agriculture more connected with the land, such as grass-fed dairy. Upcycled proteins (from food production side streams), proteins associated with regenerative agricultural practices, and marine-based proteins like algae can also have compelling sustainability stories.
Sports performance consumers are driving the demand for protein-based bioactives. This is due to the range of benefits they can provide related to muscle synthesis and endurance. However, weight management is another use for protein-based bioactives that has important mainstream applications—for example, milk protein isolate modified to reduce the rate of digestion and increase satiety. With obesity rates rising globally, the use of bioactives in weight loss products is a key opportunity area.
There are also protein-based bioactives to support immunity and even skin health. These bioactives aren’t limited to the food industry. Demand is also surging in the personal care market, where collagen-boosting bioactives are used in anti-aging facial products. Science-based skincare ingredients like these are especially popular among higher-income Asian countries.
While consumers’ protein needs may be diverse, there are fortunately many protein ingredients on the market to meet these needs—including protein concentrates, isolates, hydrolysates, and bioactives, available from both animal and plant sources. There are protein options suitable for all types of foods, beverages, and supplements, as well as personal care products.
The simplest approach to choosing the right protein ingredient for any product is to first determine which benefits are needed to make the best product for the target consumer. All proteins are not created equal. Differences in nutrient quality, functionality, flavor, cost, health benefits, and consumer perception will influence protein selection. What works the best in a nutrition bar may not be ideal for protein water or plant-based meat, for example.
In developing a new protein product or boosting the protein of an existing product, it can be helpful to lean on the ingredient supplier to learn about all the options available and the nuanced differences among them. To create protein products that will address today’s top global protein trends—from sustainable plant-based and dairy proteins to cutting-edge protein bioactives, choosing an ingredient supplier with protein R&D expertise is key.
Protein contains essential amino acids that our bodies need to support a variety of functions—from muscle building to energy production to immune response. While most people get the bulk of their protein from a healthy diet, some groups of people are interested in the benefits of higher protein intakes—and protein powder helps them achieve this.
A protein powder offers a quick and easy way to take in more protein than one can usually get from foods. This is because a protein powder has been processed from the original food into a concentrated source of protein. Athletes, active lifestyle consumers, and seniors are just a few examples of people looking for extra protein for muscle support, satiety, weight management, and more.
The Recommended Dietary Allowance (RDA) for an adult with minimum physical activity is 0.8 grams per kilogram of body weight. This means that someone with a low activity level who weighs 150 lbs. should be sure to consume at least 55 grams of protein each day to prevent a protein deficiency. This can be calculated by dividing your weight in lbs by 2.2 (to convert to kg) and multiplying by 0.8 grams: 150/2.2 x 0.8 = 55 grams).
However, certain groups of people have higher protein needs. For example, starting in their 40s to 50s, people need to increase their protein to 1-1.2 grams per kilogram to prevent age-related muscle loss (sarcopenia). People with very high activity levels (especially those who regularly lift weights or engage in endurance sports) may require 1.1-1.7 grams per kilogram. The USDA’s Dietary Guidelines for Americans suggest that 10%-35% of our calories should come from protein.
Protein-fortified bars, bites, cookies, and brownies are all good protein snacks. Protein snacking is growing more and more popular, appealing to people on many fronts. Protein snacks are a healthy way to tide you over until mealtime; they provide satiety to help with weight management, and they support muscle recovery after a workout. The sweeter protein snacks like protein cookies and brownies also offer permissible indulgence.
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