The demand for high-protein products continues to rise – by 2030, the global protein supplements market is projected to reach $10.8 billion. But many plant-based F&B products in this space are not meeting their potential, DSM-Firmenich's senior director of new business development for plant-based, Melanie Luangrath, believes. In this opinion piece, she highlights the opportunity for brands to enhance every aspect of the full consumer experience.

There’s never been a more exciting time to be in active nutrition. Demand for protein-fortified beverages and bars is booming – fuelled by a convergence of athletes, busy professionals and everyday consumers all looking for convenient, nutritious and plant-based options. Yet, despite this momentum, many products are still missing the mark.

Taste, texture, transparency

While the category continues to evolve, the experience for consumers hasn’t always kept up. Too many plant-based protein drinks are still chalky. Too many bars are gritty or dry. And too many labels, despite best efforts, feel crowded and confusing. Consumers may buy once, but that doesn’t guarantee they’ll come back.

We know the demand is there. At DSM-Firmenich, our research shows that 44% of global consumers consider protein intake important to their nutrition, and 41% have increased their protein intake in the past year alone. Protein fortification is no longer niche, it’s part of the daily conversation. But for all its momentum, the space is at a crossroads. We need to shift from just delivering on function to delivering on full sensory, nutritional and emotional value. That’s where taste, texture and transparency come in.

Beyond grams of protein per portion

A high protein content alone is not enough. Consumers expect more. More indulgence, more label clarity, more alignment with their values. Taste fatigue is real. In North America and Europe, over 40% of consumers say they can’t find protein products in flavors they actually like. Even with a solid nutrition label, if a shake feels powdery or a bar tastes dense or dry, repeat purchase rates fall flat. Success doesn’t come from the highest grams of protein on the label, it comes from how well the product delivers on its promise of wellness and indulgence.

This becomes even more complex when working with plant proteins. Unlike dairy-based options, many plant proteins carry off-notes – bitter, beany, or earthy – and may require blending multiple plant-based proteins to deliver a complete amino acid profile. That often means longer ingredient lists, tougher formulation challenges and a higher risk of sensory failure.

Texture plays a huge role here. A good mouthfeel helps round out flavour and make functional ingredients more palatable. Poor texture, on the other hand, can amplify unpleasant tastes and leave consumers disappointed. We often say that the first bite (or sip) gets the sale, but the second drives loyalty. And without loyalty, brands can’t build momentum.

Multifunctional ingredients for friendlier labels

At the same time, consumer expectations are rapidly evolving. 'Better-for-you,' which has traditionally meant products offering improved nutritional value such as added fibre, reduced sugar and lower fat, is evolving to also mean better for the planet. Along with reduced sugar and less fat, shoppers want clean label, GMO-free, solvent-free products that are free from major allergens – with sustainability claims that are scientifically substantiated. They want transparency, traceability and a sense of trust. Protein is no longer just functional; it’s ethical.

At DSM-Firmenich, we believe the future of plant-based protein lies in multi-functional solutions – ingredients that deliver nutrition, sensory quality and sustainability all in one. We also understand that flavour masking is an essential tool, especially when working with products made with plant-based proteins.

From niche to mainstream wellness

Perhaps the biggest shift we’ve seen in protein fortification in recent years is its audience. What was once a niche category for high-performance athletes has become mainstream. Functional bars and drinks serve the time-poor professional, the casual gym-goer, the parent on-the-go, and everyone else. With that broadening comes segmentation and pressure. Brands must now cater to other segments as well, such as keto fans, low-sugar seekers, GLP-1 users and flexitarians alike.

This is especially visible in the bar segment, where innovation has surged. Multi-layered bars, filled centres, crispies and puffs are mimicking indulgent snacks. Functional benefits –from digestive health to stress support – are layered on top. It’s not just a protein bar anymore. It’s a format for targeted wellness.

But with this innovation comes complexity. One wrong move, and you end up with a product that ticks all the boxes on paper, but leaves consumers unimpressed.

Collaboration is key to cracking the code

Ultimately, building active nutrition products with great sensory properties isn’t a solo endeavor – especially when plant-based proteins are involved. It requires partnership between developers, nutritionists, flavourists and technical experts. Ingredient suppliers should work alongside brands as strategic collaborators, bringing the ingredients, formulation insight, flavour science and application support that helps them push through the toughest development challenges.

Because the future of active nutrition won’t be won by whoever gets there first – but by whoever gets it right. That means prioritising the full consumer experience: how a product tastes, how it feels, how it's made and how it fits into a bigger lifestyle.

The plant-based boom is here to stay. But it’s time we moved beyond 'good enough' and started delivering plant-based protein products that people love – not just once, but again and again.