From vegconomist.com
A new report by ADM has revealed several trends that are shaping alternative protein innovation in 2025.
The research finds that 46% of consumers globally identify as flexitarian, led by Germany, South Korea, the U.S., and Brazil. These consumers cite health as their primary motivation, with most stating it is beneficial to get protein from a wider variety of sources. Additionally, around 4% of global consumers identify as vegetarian, and 1% as vegan.
ADM identifies another group called Carefree, which includes consumers who eat both plant-based and animal-based products and do not actively seek out or avoid either. This group makes up 49% of the population, though 67% of them acknowledge that eating more plant proteins could help improve their overall health. Consequently, ADM believes Carefree consumers may be open to blended proteins.
Types of protein
Plant-forward consumers were found to have positive attitudes to soy protein — 83% agree that it is a good source of plant-based protein for building and maintaining muscle, while 79% associate it with a healthy and active lifestyle. Chickpeas are even more widely recognized, and ADM believes there is potential to incorporate them into convenience foods to increase their consumption.
Consumers also have positive perceptions of lentils, which are seen as extremely healthy, nutritious, tasty, and natural. Despite this, lentils were found to have an awareness-to-consumption gap, and ADM once again suggests incorporating them into convenience foods.
Fermentation-derived proteins are seeing significant consumer interest and acceptance, particularly in products such as meat and dairy alternatives and specialized nutrition formulations. But in the short term, ADM says legacy proteins and hybrids or blends will be crucial to bridging the gap between fermentation-derived foods and other proteins.
Millennials are the generation most interested in trying fermented products at 72%, followed by Gen Z at 68%. However, plant-based ingredients are gaining more interest among consumers than any other next-generation protein source. Hybrid proteins are second, followed by fermentation-derived and cultivated foods.
Demand for more protein
Almost 80% of consumers believe eating more plant-based proteins will help them age better, while 78% believe plant proteins help to build or maintain muscle mass. All generations and consumer groups want to increase their protein consumption, and 20% of carefree consumers say they don’t mind whether their protein comes from plant-based or animal-based products.
The report notes that improvements in taste and texture are motivating factors for consumers who choose plant-based products. This is especially true for carefree consumers, who prioritize taste over nutrition. Many consumers also want to see more food safety certifications, enhanced functional health benefits, and sourcing transparency.
According to ADM, the growth in anti-obesity medications such as GLP-1 receptor agonists is also influencing the adoption of plant-based foods, with 77% of global plant-forward consumers believing that plant-based proteins make it easier to lose weight. 44% of people taking these medications say they are working to increase their intake of plant-based proteins.
“Driven by health and nutrition goals, there is surging demand for greater daily protein intake, spurring the desire for expanded high-protein formats with an emphasis on wholesome ingredients,” says the report. “Relatedly, the popularity of plant-derived protein is growing due to perceived health benefits. What’s more, consumers don’t have to drastically change their dietary habits to reap those considered benefits.”
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