ADM publishes 2025 Protein Report

ADM's 2025 report titled "The Powerful Trends That Are Shaping Alternative Protein Innovation" explores what’s motivating consumer protein habits and what novel protein sources are being used in new product developments.¹

According to the report, consumers are becoming more interested in increasing their protein intake but are not interested in compromising on taste and texture. In the report, 63% of consumers state that taste and nutrition are equally important factors. In addition to high protein formulations, they also want wholesome ingredients.² The report divides alternative protein consumers into three groups. The first group are flexitarians who eat both animal-based meat and dairy but are seeking out more plant-based products so that they are consuming less animal protein. The report mentions that 46% of consumers globally fit into this group.

Vegetarians and vegans are the second group. Vegans do not eat any types of animal products, but vegetarians consume some animal products such as eggs and cheese. The report found that 4% of consumers would consider themselves vegetarians, while 1% label as vegans. The final group is labeled as “carefree”. Consumers that fall into this group eat both animal-based and plant-based products and do not appear to avoid either of those options. Report data showed that this is the “largest consumer group across global populations”² with 49% of consumers falling into this group. Carefree and flexitarian consumers offer brands more flexibility with regard to protein offerings.

Among plant-forward consumers like vegans and vegetarian, soy is among the most popular and well-recognized option, particularly among Millennials and Gen Z, but other options for plant-based proteins like chickpea and lentils are growing in popularity. Given the variety of options, protein blends appear to be the newest trend picking up steam in the food space. These blends combine multiple protein sources, including legacy proteins, unlocking benefits for consumers without requiring them to significantly change their diet. This means that lexitarians stay flexitarians, and carefree eaters can stay carefree eaters.² With blended proteins, brands can meet the growing interest of higher protein formats while meeting “rising consumer demand.”² Additionally, blends perform better in the marketplace than traditional meat, or dairy-based, or all-plant protein products.

The next trend to hit the market, according to the report, is fermentation-derived protein. Report data found that there is growing interest in this type of protein as consumers demand more specialized nutrition formulations.^2. Fermentation technology allows formulators to create innovative protein ingredients with greater precision and nuance, and Millennial and Gen Z consumer are among the most interested in products made with fermentation (72% and 68%, respectively).

Overall, consumers want more protein because they believe it will help them stay healthy. According to the report, 80% of consumers believe eating more plant-based protein helps them age better, and 78% believe it will help them build or maintain muscle mass and strength.

References

1. ADM’s 2025 protein report: The powerful trends that are shaping alternative protein innovation https://www.adm.com/en-us/news/adm-stories/adms-2025-protein-report-the-powerful-trends-that-are-shaping-alternative-protein-innovation/ (accessed Jul 17, 2025).
2. https://www.adm.com/globalassets/news/adm-stories/2025/adm_2025-alt-protein-outlook-report.pdf (accessed Jul 17, 2025).