• A new study by ADM highlights consumer protein preferences and the innovations shaping the future of the food industry.
The research examines consumer motivations, innovative protein sources, and opportunities for product development that meet current demands. In a world where nutrition is central, consumers are looking to increase their daily protein intake without sacrificing taste and texture. At the same time, the diversity of food options and the openness of younger generations to varied protein sources open up new perspectives for manufacturers.
According to the study ADM, one of the largest food ingredient companies in the world, nearly half (46%) of global consumers identify as flexitarians, that is, people who reduce their meat consumption but do not completely exclude animal products. Countries such as Germany, South Korea, the United States and Brazil are at the forefront of this trend. In contrast, vegetarians and vegans represent only 4% and 1% of the global population, respectively. On the other hand, 49% of consumers are considered "no dietary restrictions", but even they (73%) believe that a variety of protein sources contributes to a healthier diet. This perception creates fertile ground for hybrid or combination products that meet the diverse needs of consumers.
New ingredients and innovative formats
Plant-based proteins continue to dominate the market, with soy remaining the leader due to its global recognition, especially among Millennial and Gen Z consumers. However, chickpeas and lentils are rapidly gaining popularity due to their association with health, pleasant taste and naturalness. These ingredients are integrated into convenient formats, such as ready-made meals or snacks, which respond to modern, on-the-go lifestyles. Lentils, in particular, are appreciated for their nutritional qualities and the possibility of using them in various recipes, being a key ingredient for consumers concerned with a balanced diet.
Innovation through precision fermentation and hybrid proteins
Interest in precision-fermented proteins is growing, especially among young people. Approximately 72% of Millennials and 68% of Gen Zers are willing to try fermented protein foods and beverages. These products are attracting attention due to their nutritional profile and the technological innovation behind them. In addition, hybrid proteins – combinations of plant, animal or fermented sources – are gaining ground, being appreciated for the balance they offer between taste, nutritional value and sustainability. These formats are seen as an ideal solution for consumers who want to adopt a healthier diet without drastic changes in eating habits.
The impact of weight loss drugs
The popularity of anti-obesity medications, such as GLP-1 receptor agonists, is also influencing eating behavior. In the US, 64% of users of these medications are paying increased attention to the protein content of their foods, and 44% are increasing their consumption of plant-based proteins. This trend creates opportunities for the development of protein- and fiber-rich products that meet the specific needs of this consumer category.
Taste is the deciding factor, but functionality is gaining ground
While taste remains the main criterion for plant-based product adoption, especially among older consumers or those without dietary restrictions, functional benefits and clean labels (low sodium, low sugar, or organic) are becoming increasingly important. Consumers value products that combine taste with health benefits, sustainability, and affordability.
Outlook for the alternative protein market
The ADM study highlights that the alternative protein market is booming, supported by ingredient diversification, improved sensory quality of the finished product and adaptation to the goals of consumers of all ages. From soy and lentils to fermented proteins and hybrid solutions, manufacturers have the opportunity to innovate to meet the growing demand for healthy, tasty and sustainable foods.
As consumers become more aware of the impact of their food choices, alternative proteins are not just a trend, but an essential component of the global food future.
Article written by Gabriela Dan, Editor-in-Chief of Arta Albă.
Read on White Art and: The process of fortification in the food industry and its effects
