Natural ingredients expert ADM has debuted a new consumer trend report looking into protein consumption and its formulation within functional foods.
Harnessing its proprietary research, the company places a keen focus on consumer motivations for buying protein-based products based on demographic.
The report also assesses the newest protein sources that are spurring new product development, reviewing the potential of both traditional and up-and-coming sources — including plant-based iterations.
Catering to the protein craze
As consumers become more conscious about what they put in their bodies, the nutritional value of a product has become more important than ever.
One particular macronutrient that's soaring in popularity is protein, as many look to harness its power to reach their health and nutrition goals.
According to ADM, this trend is particularly prevalent for Gen Z and Millennials, who were found to be the demographics most open to high-protein products, as well as the combination of multiple protein sources — even if they are more niche.
When conducting its consumer research, ADM identified three key consumer groups that are mad about protein:
- The flexitarians: This group is actively trying to eat more plant-based protein, though they still go for meat and dairy-based protein products too. According to ADM's proprietary research, 46% of consumers globally identify as flexitarians — with a specific focus on this diet in Germany, South Korea, the US and Brazil. This groups is primarily motivated by health goals, with 86% of plant-forward consumers believing its healthier to get protein from a variety of sources.
- The Vegetarians and vegans: Both vegetarians and vegans have restrictions on their diet, meaning that efforts must be taken to consume enough protein. For those that don't consume animal products like eggs and cheese, protein will primarily come from plant-based sources. Across the world, approximately 4% of the population identify as vegetarian, while 1% identify as vegan.
- The Carefree cohort: This large consumer group comprises individuals who eat both plant-based and animal-based food, with no intention to seek out either type. According to ADM's research, this group tends to be slightly older, with many placing in the "Baby Boomer" category. This group offers a range of innovation opportunities, as 73% believe its healthier to get protein from a variety of sources beyond animal-based products.
The most popular protein formats
ADM's report also delves into the ever-growing range of proteins available to functional food manufacturers, and which ones are currently most popular amongst consumers.
Unsurprisingly, one of the top plant-based protein sources amongst consumers is soy, with 83% of participants stating that this type of protein is great for building and maintaining muscle.
Chickpea protein is also having its hay day, with the pulse being commonly incorporated into a wide range of dishes eaten worldwide. ADM believes that this ingredient holds special potential in ready meal, snack and foodservice offerings.
Meanwhile, an up-and-coming plant-based protein source that's taking the world by storm is the lentil, which many consumers associate with a healthy diet. According to ADM, this format is particularly popular with the flexitarians, who are looking for nutritionally rich and tasty foods.
Is fermentation the future?
Alongside the soar in interest surrounding plant-based proteins, ADM also notes that fermentation may be the future.
According to the report, "fermentation-derived proteins are proving to be the imminent “what’s next” technology, with newfound
consumer interest and acceptance for use in meat/seafood alts, dairy alts and specialised nutrition formulations."
Notably, when asked about whether they'd consume fermented protein products between, 62 and 64% of participants were open to the idea, highlighting the growing interest in such products.
This is particularly true for alternative dairy consumers, who are looking for more environmentally-conscious and animal-free protein sources.
Overall, this report highlights the high interest of all consumer ages and types in protein — though there are still some qualms with their formulation, as many reported issues with the taste and texture of high-protein products.
To overcome this issue, brands in the functional food and beverage space must find ways to overcome the textural challenges posed by high protein incorporation, as well as finding ways to enhance protein intake through snacking.
The full report can be found on ADM's website.
