A new report published by ADM explores the trends shaping alternative protein innovation, revealing surging demand for greater protein intake and expanded formats with emphasis on ‘wholesome’ ingredients.

The report describes a ‘sense of urgency’ that manufacturers currently face with regards to meeting demand for increased protein content, varied sources, nutritional value and pleasing sensory experiences – all at an accessible price.

Among the consumer groups engaging with the alternative protein category, it identifies three sub-groups: flexitarians, vegetarians and vegans, and ‘carefree’.

Globally, 46% of consumers identify as flexitarians – consumers actively trying to eat more plant-based products or eat less animal protein. This is led by Germany, South Korea, and a tie between the US and Brazil, the research found. Health remains the primary motivation for these consumers’ diets.

Vegetarians, who do not eat meat but still consume certain animal products like eggs or cheese, make up roughly 4% of consumers across regions, while 1% identify as vegans – those who consume no animal products.

‘Carefree’ consumers – those who eat both plant-based and animal-based foods and beverages, and do not intentionally seek out or avoid either one – are still the largest consumer group across global populations at 49%.

Legacy and novel sources

ADM identified soya as a ‘stand-out legacy ingredient with staying power’ in its report, noting that 83% of ‘plant-forward’ consumers agree soya protein as a good source for building and maintaining muscle. 81% agreed it to be a good option for reducing fat intake, and 79% associate it with a healthy/active lifestyle.

Chickpea, meanwhile, ranks in the top three for global plant-forward consumer awareness. ADM noted that there is substantial opportunity to incorporate chickpea protein into more convenient formats like ready meals, snacks and foodservice offerings thanks to its ‘wholesome’ status and popularity with consumers as an ingredient in home cooking. This is also true for other ‘wholesome’ ingredients like grains, seeds and beans.

Lentils were found to have an ‘awareness-to-consumption’ gap of 20%, but are associated with being very healthy and nutritious, as well as ‘clean,’ natural and tasty, ADM highlighted. They align with flexitarians’ top motivators and are ideally suited to convenient ready meal and snacking occasions. Their positive associations lend well to being listed as a featured ingredient on product packaging.

Fermentation

The company reported that fermentation-based proteins are the imminent ‘what’s next’ technology, benefitting from increased consumer interest and acceptance for use in products such as meat and seafood alternatives, dairy alternatives and specialised nutrition formulations.

Plant-based consumers were found to be most interested in trying plant-based products with novel ingredients across categories, followed now equally by hybrid/blended sources and fermentation-derived sources.

Millennials were found to be the most interested in trying F&B products with fermentation-derived proteins at 72%, with Gen Z consumers close behind at 68%.

While ADM expects greater innovation opportunities in this space, it acknowledges that legacy proteins and hybrids/blends will remain crucial to bridging the gap between various protein sources due to their familiarity.

More protein for every consumer

Nearly 80% of consumers believe eating more plant-based proteins will help them age better, ADM’s report states. This pursuit for more protein applies to all generations and consumer groups.

Globally, 20% of ‘carefree’ consumers said that they don’t care where the protein in a product is from, as long as it provides protein.

This opens opportunities for new product development in the high-protein space, whether fully plant-based or a blend of sources. ADM observed whitespace for expanded and convenient formats.

The report highlights the rapid growth of GLP-1 receptor agonists for weight management, which is influencing the adoption of plant-based foods – 77% of global consumers said they believe plant-based proteins make it easier to lose weight.

In the US, 64% of consumers engaging with these medications said they pay more attention to a product’s protein content, and 44% are intentionally increasing their intake of plant-based proteins. Additionally, 49% of GLP-1 users are looking to increase their intake of fibre, another essential macronutrient (one only found in plants) seeing increased demand alongside protein.

New plant-based foods and beverages that target portion control, as well as incorporating high protein and dietary fibre, are poised for success, ADM noted. This offers manufacturers an opportunity to evolve their positioning and address trending consumer needs.

Regardless of GLP-1 drug use, ‘manage or lose weight’ was found to be among the top motivators globally for trying plant-based snacks, sports nutrition and ready meals/meal kits.

Improved taste and texture is identified as a key motivator for plant-forward consumers, particularly across baked foods, ready meals, meal kits and sports nutrition products.

While the sensory experience is always a critical consideration for consumer trial and adoption across the alt-protein category, this is particularly true for carefree consumers, who put taste over nutrition, the report states.

Consumers also want to see more food safety certifications along with enhanced functional benefits and sourcing transparency.

Formats consumers said they were interested in trying, but have not tried yet, included tacos, burritos and empanadas; shredded/pulled meat; and drumsticks/wings in the meat alternatives category. In alt-dairy, they are interested in alternatives to sour cream, whipped cream and pudding.

Hybrid innovation

ADM describes a ‘new era’ for novel innovation around hybrids and blends – the combination of plant proteins with other sources, whether animal-derived or the result of technologies like precision fermentation.

Bringing together multiple protein sources with the inclusion of legacy proteins can provide benefits for flexitarian and carefree consumers while not requiring them to significantly change their diet to something unfamiliar.

These blends can meet rising consumer demand for protein and ingredient diversity, higher protein content, elevated taste and texture, sustainability concerns and affordability, ADM said.

Among generation of consumers, Millennials showed most interest in trying blended or hybrid products (75%), followed by Gen Z (72%), Gen X (66%) and Baby Boomers (53%).

In some markets, shifting to meat products that have been ‘extended’ with plant proteins can increase their volume and support cost-conscious consumers, the report states.

Brazil is leading awareness of ‘meat extensions,’ with 35% of plant-forward consumers in the country stating that they have tried these products. One in four global plant-forward consumers, meanwhile, had never heard of them and only 16% claimed to currently consume them.

With these trends continuing to shape alt-protein innovation, ADM observed that manufacturers can benefit from embracing new technologies and leaning into legacy plant-based proteins as well as novel sources, to support the category’s future and tap into rising demand for more variety within the space.