Alterna­tive proteins are becoming less alterna­tive

What happens when shelves run empty, prices surge, and consumers are left looking for something else? In 2024, the alternative protein sector proved it’s no longer a niche but a growing pillar in the global push for efficient, reliable, and more sustainable food production.

From empty shelves to new habits

By early 2025, the impact of bird flu in the United States became impossible to ignore. Egg prices rose by 53 percent, supermarkets imposed purchase limits, and restaurants added surcharges. While supply faltered, demand shifted. Eat Just reported that sales of their egg substitute Just Egg were five times higher in January than the year before. In 2024, 56 percent of customers returned for a repeat purchase — up from 44 percent in 2022.

Interest is widespread. In the U.S., the plant-based egg market grew by 11 percent between 2021 and 2023, and added another 2 percent in 2024. Plant-based milk and creamers are also on the rise, particularly in foodservice. Now that more coffee chains have stopped charging extra for non-dairy milk, consumers are making plant-based choices part of their daily routines.

Globally, developments show a similar pattern. In South Africa, egg prices have doubled since 2019. In parts of Europe, India, and Brazil, prices increased by 50 to 90 percent. According to Data Bridge Market Research, the European market for plant-based eggs is growing at 40 percent annually, and in Asia the figure stands at 73 percent. Meanwhile, one in five consumers in countries including Germany, France, and the UK say they’re open to using fermentation-based egg alternatives at home.

Policy, investment, and technological momentum

Governments are increasingly backing protein alternatives. India has allocated $1.1 billion to biotechnology, with smart proteins as a key focus. In the U.S., $51 million was awarded to a fermentation hub in Illinois. The EU is investing €50 million to scale up fermentation and algae applications. In 2024, Singapore announced that cultivated meat can be considered halal under certain conditions — an important step toward market access.

At the same time, labelling regulations are becoming clearer. In the U.S., the FDA ruled that terms like “milk” or “sausage” may be used on plant-based products, provided labels are not misleading. In Chile, NotCo was granted approval to use the term “milk.” On the other hand, states such as Florida and Alabama have enacted bans on cultivated meat, and Hungary and Paraguay are considering similar measures.

Climate, health, and scientific validation

Health and climate arguments are also gaining traction. In 2024, the World Bank ranked the shift to alternative proteins as the second most effective agricultural measure for tackling climate change. GFI’s life cycle analysis showed that plant-based meat generates up to 91 percent less environmental impact than animal-based meat. These products also contain less saturated fat, no cholesterol, and no antibiotics — in contrast to many conventional equivalents.

The scientific community is taking notice. Starting in 2026, the Gordon Research Conference will host a recurring event focused on alternative proteins. The number of global fermentation patents has surged by over 6,500 percent in the past decade.

No longer a niche

What began as a side track is quickly becoming a core part of the global food system. With increasing pressure on resources, public health, climate, and supply chains, the playing field is shifting. Technology is accelerating, consumers are curious, and governments are investing. The groundwork is being laid for a future in which alternative proteins are no longer considered alternative — but simply part of the norm.

For a full overview, see the Good Food Institute’s State of Alternative Proteins report.