Protein innovation takes on a greater meaning

The traditional protein bar is facing competition. Consumers increasingly expect protein not to be hidden in a shake or bar, but to be part of everyday food. Research by Innova Market Insights shows that health, convenience, sustainability and taste are the driving forces behind protein innovation. For manufacturers in the food industry, this means moving along or being left behind.

Plant protein moves to the forefront

“Healthier” is the main reason worldwide to choose 100% plant-based. As a result, the role of plant proteins is growing, not only from soy but also from fermentation and fungi. These sources are seen as innovative and healthy, and they are gaining popularity among flexitarians who want to reduce their meat intake. Manufacturers that respond to this demand are taking the logical next step.

Familiar but with extra function

Familiar ingredients are proving surprisingly strong as a basis for protein innovation. Peanuts, fava beans and hemp are recognizable, clean label and at the same time functional. Worldwide, consumers still tend to turn first to rice, vegetables and nuts. Yet it doesn’t stop there. Products with collagen, for example, appeal to external benefits such as hair, skin and nails, showing that protein can do more than provide satiety alone.

Science and packaging set the course

Innovations become stronger when they are supported by science. Mycoprotein is one such example: meat-like texture, rich in nutrients and produced sustainably. Upcycled and insect-based proteins are also finding their way to the shelves, with the circular economy as an important argument. Meanwhile, consumers are paying close attention to packaging. Claims on sustainability and protein content matter, but they must be transparent. Reusable, compostable or recyclable packaging is becoming the norm. And taste, of course, remains the deciding factor. Classic flavors such as vanilla are getting an upgrade, while seasonal and local products add extra appeal.

Innovamarketinsights.com