The 2025 plant-based protein trends brands should know
Glanbia Nutritionals partner with companies to improve the nutrition, functionality and quality of their products. Our 2025 plant-based protein insights can help brands develop innovative new products they need to grow their business.
“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 emphasises 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.
1. Flexitarianism as the gateway to plant-based eating
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, flavourful plant-forward options in their portfolios and using product messaging that emphasises both health and great taste.
2. Building trust with cleaner label plant-based
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.
3. Diversification of plant protein sources
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 beverages in the alt dairy case are walnut, hazelnut, pecan, and pistachio beverages, 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.
4. Refining meat alternatives to align with consumer preferences
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 flavour 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 flavours and textures.
5. The rise of protein-packed dairy alternatives
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 beverages 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 yoghurts, adding more protein to breakfast and snack time
The power of plant-based protein
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.
Glanbia Nutritionals helps brands harness the future of plant-based protein trends for their product innovation. Our range of plant-based proteins— functionally optimised chia, flaxseed and pea proteins offer excellent nutritional value and superior functional properties.
References
(1-3) Mintel, Emerging Trends in the Plant-Based Industry, September 2024. Retrieved from https://www.mintel.com/insights/food-and-drink/emerging-trends-in-the-p….
(4-5) Glanbia Nutritionals, Consumer Pulse Survey - US, March 2024.
(6-7) Glanbia Nutritionals, Consumer Pulse Survey - US, March 2024 and Health & Wellness Consumer U&A Study - US, 2023.
(8-11) Innova Market Insights, Global Growing Use of Plant Protein Ingredients, November 2023.