Consumers are no longer just asking for more protein – they are demanding it in smarter, cleaner and more diverse forms. With health, sustainability and taste driving the global protein market, food and beverage brands are under pressure to innovate while keeping familiar ingredients front and center.
Flexitarians, vegans and even casual ‘carefree’ eaters are fueling a shift toward smarter, cleaner and more diverse proteins, including products that blend legacy ingredients, like soy, with next-generation solutions, such as fermentation-derived and hybrid proteins, according to ADM’s 2025 Alternative Protein Landscape Report.
High-protein diets remain in demand, with 58–70% of consumers looking to increase protein content in their meals. Some are aiming for 30 grams or more per serving, compared to the Mayo Clinic Health Systems’ recommendation of 50 grams of protein minimum per day. Nearly 80% believe plant proteins support healthier aging, while 78% say plant proteins help build and maintain muscle.
ADM identifies three major consumer groups shaping protein innovation:
- Flexitarians (≈ 46% globally): Still eating meat and dairy but leaning toward plant-based options. More than eight in 10 of flexitarians believe a variety of protein sources is healthier.
- Vegetarians & vegans (≈ 4% and 1% respectively): Though smaller in number, these groups set many of the trends in alternative proteins.
- Carefree consumers (≈ 49%): Not actively changing their diets, but 67% believe plant protein enhances health and 73% prefer mixing multiple protein types.
Legacy meets novel: Soy, chickpeas and next-gen proteins
Soy remains a trusted plant protein, particularly among Millennials and Gen Z. Roughly five out of six people associate soy with muscle support, 81% link it to fat reduction and 79% view it as part of an active lifestyle.
Chickpeas and lentils also are climbing the ranks. Chickpeas consistently appear in the top three plant proteins, while lentils are recognized for their nutrition and taste – even though lentils have an awareness-to-consumption gap (20%).
The report also spotlights fermentation-derived proteins, seen as “next-gen” solutions for sustainability and quality. 72% of Millennials and 68% of Gen Z are open to trying these products. Meanwhile, hybrid or blended proteins – combining plant, animal and fermentation sources – are appealing across generations, with interest spanning 53% of Boomers, 66% of Gen X, 75% of Millennials and 72% of Gen Z.
GLP‑1 users’ protein demand
The growing popularity of GLP‑1 weight-loss drugs is significantly reshaping dietary habits and consumer priorities.
According to ADM’s report, 77% of consumers believe that plant proteins support weight loss, while 64% of US GLP‑1 users closely monitor their protein intake.
Additionally, 44% of these consumers are actively increasing their plant protein consumption, and 49% are boosting their fiber intake. This shift toward a more health-conscious mindset is accelerating the demand for functional foods that are high in protein, fiber and other beneficial nutrients, according to ADM.
Strategic takeaways for developers
ADM’s report emphasizes that the future of alternative proteins lies at the intersection of innovation and familiarity. Blending well-known proteins like soy, chickpeas and lentils with novel fermentation-based proteins can win over consumers seeking both trust and excitement.
Transparency and clean-label claims, local sourcing and certifications will further build trust with consumers.
Taste and texture remain top priorities – especially for “carefree” eaters, while 63% of plant-focused consumers balance taste and nutrition equally. Improved flavors, better textures and culinary creativity will be critical for mainstream adoption.
Developers also are urged to expand into value-driven and versatile formats – from hybrid meats and dairy-style alternatives to private-label offerings that meet the quality expectations of 78% of plant-forward shoppers who now consider store brands as good as premium brands.
Lastly, health positioning is crucial. Products linked to healthy aging, muscle maintenance and weight management (particularly when aligned with GLP‑1 trends) are expected to perform strongly.
Final thoughts
ADM’s 2025 Alternative Protein Landscape Report makes it clear: Consumers want more protein, but on their terms. Brands that combine cutting-edge technologies like fermentation and hybrid blends with taste, health benefits and affordability will be best positioned to lead the next wave of growth in the alternative protein market.