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The 2025 plant-based protein trends touch on investments in new plant proteins, the potential of non-mimics of meat and dairy products, and the rise of protein-packed dairy alternatives.
“Plant-based is now a lifestyle choice, and it’s here to stay,” reports Mintel.1 Despite pressure on household finances in the short-term impacting certain plant-based purchases like meat alternatives, Mintel emphasizes that planetary and human health will continue to drive growth in the plant-based market.2
“There’s little doubt that interest in the plant-based food and drink industry is strong, and the long-term outlook is positive.”3 Noting the fast dynamics of this market, here’s a look at the plant-based protein trends and opportunities ahead.
Flexitarians continue to drive the plant-based protein market, with rates of flexitarian eating showing no significant change from the prior year.4 25% of US consumers consider themselves to be flexitarian (eating both plants and meat but trying to reduce meat consumption), while 3% are vegetarian and 2% are vegan.5
Brands can appeal to flexitarian consumers by ensuring plentiful, flavorful plant-forward options in their portfolios and using product messaging that emphasizes both health and great taste.
With over half (54%) of US consumers now concerned about ultra-processed foods (UPF) in their diets,6 expect plant-based protein products to become more appealing to mainstream consumers—provided they feature natural, familiar, and minimally processed ingredients.
44% of US consumers are specifically eating less processed meats to reduce their UPFs intake,7 pointing to an opportunity for cleaner-label plant-based meats in convenient, ready-to-eat formats to address this pain point.
Another of this year’s standout plant-based protein trends is the growing diversity of plant proteins being tapped to create innovative plant-based alternatives. Joining almond and oat milk in the alt dairy case are walnut, hazelnut, pecan, and pistachio milks, as well as buckwheat and sunflower seed options.
Although nuts have the most consumer support globally, a significant proportion of consumers are interested in lentils (32%), chickpeas (30%), mushrooms (25%), and fava beans (12%) as alternative protein food ingredients.8 Recent manufacturing investments in functional and sustainable fava bean protein in Canada and rubi protein from lemna (duckweed) in the US make this a trend to watch closely.
The slowing growth of plant-based meat sales highlights the importance of basing innovation on what consumers are actually looking for—like better price points, cleaner labels, and improved sensory attributes. While improved flavor and texture rank #1 and #2 as what consumers want to see more of in plant-based products, this doesn’t necessarily mean a better match to meat.9
Interest in better mimicking meat and dairy products has fallen, while consumers’ interest in standalone (non-mimic) products has jumped to the #3 spot.10 This indicates an opportunity for brands to differentiate through unique alt meats made with a wider range of ingredients—including beans, veggies, mushrooms, grains, nuts, and seeds—and embracing their natural flavors and textures.
Protein is in demand globally, with about half (49%) of consumers interested in protein as an ingredient in their foods and beverages.11 This high protein awareness provides another strategy for plant-based brands to stand out in a competitive space—particularly in dairy alternatives.
Protein-fortified plant-based milks like Silk Protein Almondmilk (with soy protein) and Good Karma Flaxmilk + Protein (with pea protein) offer a clear benefit to consumers by giving a healthy protein boost to morning cereal or coffee. The trend is also growing in plant-based yogurts, adding more protein to breakfast and snack time
As plant-based protein continues to signal health and sustainability, brands in this space will have a ready market. However, staying ahead of the trends and embracing innovation will be critical to meeting evolving consumer demands and staying relevant.
Contact Glanbia Nutritionals to learn more about harnessing the future of plant-based protein trends for your product innovation. We would love to show you the power of our plant-based proteins— functionally optimized chia, flaxseed, and pea proteins.
Protein-fortified bars, bites, cookies, and brownies are all good protein snacks. Protein snacking is growing more and more popular, appealing to people on many fronts. Protein snacks are a healthy way to tide you over until mealtime; they provide satiety to help with weight management, and they support muscle recovery after a workout. The sweeter protein snacks like protein cookies and brownies also offer permissible indulgence.
Plant-based milk is made starting from beans (such as yellow peas or soybeans), nuts (such as almonds or cashews), grains (such as oats or rice), seeds (such as flax or hemp seeds), or another whole plant source. The starting material can either be soaked in water, ground into a slurry, and filtered to remove the insoluble fiber, or it can be ground into flour first before removing the insoluble fiber.
Next, water and other ingredients like flavors, sweeteners, vitamins, minerals, and thickeners are added. Finally, the plant-based milk is pasteurized and packaged. Some (like pea milk) are a good source of plant-based protein, while others (like oat milk) are known for their soluble fiber benefits. Manufacturers can also start with optimized ingredients to minimize any bitter plant tastes and ensure the smoothest texture.
The Recommended Dietary Allowance (RDA) for an adult with minimum physical activity is 0.8 grams per kilogram of body weight. This means that someone with a low activity level who weighs 150 lbs. should be sure to consume at least 55 grams of protein each day to prevent a protein deficiency. This can be calculated by dividing your weight in lbs by 2.2 (to convert to kg) and multiplying by 0.8 grams: 150/2.2 x 0.8 = 55 grams).
However, certain groups of people have higher protein needs. For example, starting in their 40s to 50s, people need to increase their protein to 1-1.2 grams per kilogram to prevent age-related muscle loss (sarcopenia). People with very high activity levels (especially those who regularly lift weights or engage in endurance sports) may require 1.1-1.7 grams per kilogram. The USDA’s Dietary Guidelines for Americans suggest that 10%-35% of our calories should come from protein.
