10 Jul 2024 --- Protein demand is widely expected to increase in line with a rising global population as consumer choices continue to diversify beyond conventional animal-derived products. The rise of alt-protein innovation, especially in plant-based alternatives, provides opportunities for brands to satisfy the demand of an increasingly ethical and health-conscious consumer base. Innova Market Insights data indicates that protein ingredient use in F&B launches grew 4% from April 2019 to March 2024. Meanwhile, plant-based proteins excelled, with meat substitutes identified as the fastest-growing category and “plant-based” the top on-pack claim.
