What is the most popular nutrient in 2025? Protein. What was among the favorites in 2024? Protein. How about 2023 and 2022? Protein and protein.

It’s easy to be jealous of protein, the nutrient that most captivates American consumers year in and year out. US consumers associate protein with health and wellness, which is a top priority. They also link protein with desirable benefits such as energy, stamina, and weight management. And if some protein is good, US consumers consider more to be better.

Protein and Innova’s Top Trends

Each year, Innova Market Insights resets its Top 10 Trends for food and beverage products in the coming year. We base these trends on several considerations—including global macro level forces, consumer trends, and changes in the food and beverage marketplace.

For 2025, our No. 1 trend is “Ingredients and Beyond–Elevating Standards.” The trend captures the importance of ingredients such as protein to enhance product quality and value—especially in the eyes of consumers. Quality in ingredients and products ranks as the top consideration for consumers, with protein as an ingredient that connotes quality.

We see an emphasis on protein and protein content in both name brands and private label products. This demonstrates solid movement in private label to match their branded counterparts’ product quality attributes, including protein content.

Our No. 2 trend, “Precision Wellness,” also embraces protein. Precision wellness incorporates several factors—including personalized approaches to health and functional nutrition; as well as individually selected ingredients, like protein. In pursuing personalized wellness, consumers consider their own health priorities, including consuming more protein, as the foundation for diet planning. Protein always seems to be a personal health priority, regardless of stage of life, health status, lifestyle, generation, or gender.

US Consumers Want More

Innova consumer trends surveys demonstrate how protein resonates with US consumers. When asked what type of diet they follow, one-quarter of US consumers—including more men than women—name a high-protein diet. Protein also appeals across generations. That said, younger generations more than older (and especially more than Boomers) say they follow a high-protein diet. Income level also impacts protein intake. US consumers at a mid-high- or high-income level are more likely to report following a high-protein diet than are consumers at middle- or lower-income levels.

US consumers also focus on protein as an essential ingredient. Two in five North American consumers we surveyed name protein as the most important ingredient. They strive to consume enough protein particularly to help them build muscle and manage their weight.

We drilled down in our survey questions to examine the types of protein preferred by US consumers. Most consumers choose familiar meat and dairy protein sources, although we spotted growing consumer interest in dairy alternatives and meat substitutes. The dairy alternative bases that are most familiar to and popular among consumers—including rice, oat, almond, and coconut—are not particularly high in protein. Some dairy alternatives contain added protein, often pea protein. Consumers say they replace meat most often with eggs, fish, and seafood. However, they also report being willing to buy meat substitutes and dairy alternatives that have familiar ingredients.

Other features in meat substitutes and dairy alternatives could appeal to consumers in the US. The US consumers we surveyed are looking for lower prices, better flavor, and texture improvements. Reduced sugar also resonates with consumers. Noticeable proportions of consumers read labels and expect plant-based alternatives to offer comparable nutrition to their animal-based counterparts.

Protein Ingredients and Innovation

Data collected as part of our 24x7 monitoring of new product launches show that protein claims are the most prevalent claims in plant-based, dairy, and egg-based products. We even see protein claims emerging in limited-edition and seasonal product launches.

Despite the enduring popularity of protein, we observe that launches with protein ingredients—with or without a protein claim—are growing more slowly than food and beverage launches overall. Furthermore, incorporation of protein ingredients into new product launches may have peaked. This could be the sign of a mature and stable marketplace with saturation in protein penetration across categories.

Still, protein ingredients help drive product innovation. This is especially true with meat and dairy products, meat substitutes and dairy alternatives, ready meals, side dishes, and sports nutrition offerings.

Popular dairy protein ingredients are whey protein, which also can be produced via precision fermentation, and casein protein. Whey and casein protein appeal particularly in sports nutrition products, where they aid in muscle repair and muscle building. Egg protein, mainly in the form of egg albumen or egg albumen powder, is most often used in bakery and confectionery launches.

Plant-protein ingredients are experiencing solid growth and have been the most widely used protein ingredients. This is partly in response to consumer demand for healthier and more sustainable protein options. Plant proteins often appear as protein enhancements or as replacements for animal protein in products with plant-related claims such as plant-based, vegetarian, and vegan. Soy protein and wheat protein are the most commonly used alternatives. We also see growth in textured proteins from wheat, pea, and vegetables that provide a meat-like consistency to ground meat substitute products.

Technology and Protein Ingredients

Manufacturers can turn to precision fermentation to generate specific protein ingredients. Moreover, this technological process is promoted as a more efficient and sustainable protein production method. Among the animal-free proteins that can be produced via precision fermentation are beta-lactoglobulin as a whey protein alternative; alpha-lactalbumin for infant formula; the egg protein replacements ovalbumin and ovomucoid; and heme proteins that provide meat-like color and flavor, collagen, and gelatin.

Cultured protein, including mycoprotein, represents a newer type of protein ingredient. US product launches with mycoprotein are limited to one meat substitutes processor. Success of this ingredient will require wider use and adoption.

Protein and Package Claims

It is not surprising that “high / source of protein” is the top US claim on food and beverage launches with added protein ingredients. US consumers are highly interested in protein and are likely to respond to labels calling out this nutrient. An important claim pairing features a protein claim plus a plant-based lifestyle claim such as vegan or vegetarian.

Informed followers of vegan and vegetarian diets recognize the challenge of consuming enough protein so guidance toward protein sources could be appealing and reassuring.

Several other claims often appear on products with a protein claim. Sugar-related claims are on the rise, especially for dairy, dairy alternatives, and other categories with both protein and sweetness. Gluten-free claims may appear on products with a protein claim—as gluten-free often is paired with other health-related claims.

Limited-edition and seasonal launches with protein claims, especially in confectionery and bakery, demonstrate that protein is important to consumers during all occasions throughout the year.

Challenges and Opportunities

Innova’s No. 5 trend for 2025, “Plant-based-Rethinking Plants,” reflects consumer sentiment toward plant-based products that imitate their meat counterparts. Plant-based continues to evolve—shifting from substitutes and alternatives for meat and dairy—to new concepts that embrace whole plant ingredients. Because many plant foods are not high in protein, manufacturers may need to reformulate products in a way that honors the plant and yet delivers enough protein to qualify for a protein claim. Beans, peas, and lentils are among the higher protein plant ingredients that could be incorporated into plant-based offerings.

US survey participants stress the importance of and desire for naturalness, a clean label, and responsible sourcing. They also are concerned about ultra-processed foods. This puts pressure on companies to embrace simpler, plant-based formulations and whole food alternatives to animal protein foods. Of course, good taste and an attractive price point also are important to today’s consumer.

Protein enhancement presents both challenges and opportunities. The impact of protein ingredients on taste and texture continues to be a challenge. Addition of clear protein ingredients to clear beverage products broadens the potential for protein claims.

Consumers who are not accustomed to clear protein ingredients may need to be educated on how carbonates and sports drinks can be a protein source.

As consumers seek personalized nutrition, they are likely to look for protein solutions to their health and lifestyle needs. Industry players will need to tailor protein solutions to various target populations.

And finally, technology is positioned to change the marketplace for products featuring protein. Our No. 10 trend, “AI-Bytes to Bites,” highlights how artificial intelligence (AI) and technological innovation change how we live and what we eat. AI has begun to reshape product innovation and production—from ingredient sources to ingredient combinations, flavor development, production, and labeling. The future holds opportunities for AI to disrupt the protein marketplace with new products, new protein ingredients, and new personalized and precision nutrition protein solutions.