Protein, Transparency, and the New Rules of Innovation

At a recent SupplySide Connect New Jersey session, industry experts outlined the key forces transforming the food and beverage industry in real time.

Moderated by Audarshia Townsend, content director with SupplySide Food & Beverage Journal, the panel brought together Erika Craft, Nutrition Business Journal’s market research analyst, Adam Yee, a food scientist with UmaiWorks; and Isabel Washington, founder of Laurel’s Coffee, in a session centered around “What’s now, what’s next: The food and beverage trends you can’t ignore.”

Townsend framed the discussion as both forward-looking and immediately actionable, noting that “Today, we’re diving into trends that are not just shaping the future, but actively transforming the present food and beverage landscape.”

From sustainability and functional ingredients to evolving consumer expectations, the session highlighted how innovation is increasingly tied to both purpose and performance.

Why is Protein Still Dominating the Conversation?

In a natural and organic food and beverage market projected to reach $179 billion by 2029, protein continues to lead both consumer demand and product innovation. Survey data presented by Craft showed protein ranking as the most influential nutritional trend, driven by consumer focus on nutrient density and functional benefits.

“Health is the new currency,” Craft explained. “If consumers are going to be consuming calories, they want it to matter.”

Panelists noted a clear shift toward whole-food and animal-based proteins, including dairy, eggs, and meat. Despite price volatility, demand remains strong. As Yee observed, “Even with the price of beef going up… people are still buying beef at the same levels… because there’s still a nutritional premium and taste benefit.”

This trend reflects a broader movement away from heavily processed alternatives and toward foods perceived as more natural and nutritionally complete.

Is Fiber the Next Big Functional Ingredient?

While protein dominates, fiber is quickly emerging as a complementary trend, particularly as consumers prioritize gut health and metabolic wellness.

“We’re also seeing this interesting evolution on labeling,” said Yee. “People are just blatantly saying, ‘this has protein,’ ‘this has fiber.’… We haven't seen that quite as much as until recently.”

There has been innovation in fiber ingredients, including resistant starches and specialty syrups, as well as new applications in snacks and beverages. However, challenges remain around cost and scalability, including cost, as Yee also noted that that sourcing high-quality ingredients can be a limiting factor for widespread adoption.

How are Sustainability and Transparency Influencing Purchasing Decisions?

Sustainability has evolved into a broader conversation about supply chain integrity and transparency. Consumers increasingly want to know not just what’s in their products, but where those ingredients come from and how they are produced.

“There is a market for people who really care about where their food is coming from, how it’s processed, and who’s handling it,” said Washington.

Craft reinforced that these expectations are being driven largely by younger consumers and are likely to persist long term, explaining that this isn’t a fad, but rather what they genuinely what believe in.

There is also growing importance on traceability, with some brands enabling consumers to track products back to their source, an approach that builds authenticity and trust in an era of social media scrutiny.

What Role Do Certifications Play in Building Consumer Trust?

Certifications are becoming increasingly important as consumers navigate a crowded and often confusing marketplace. Labels such as organic and non-GMO remain influential, while newer claims, like Seed Oil Free Certified, are gaining traction.

“More and more consumers are looking for certifications,” Craft said. “It’s a way to cut through the noise and find products they trust.”

However, panelists acknowledged the challenges associated with certification, particularly for emerging brands, as it can cost a lot of resources. The rise of certifications tied to processing methods and ingredient sourcing reflects broader concerns about product quality and transparency.

How Are Brands Navigating Concerns Around Ultra-Processed Foods?

Consumer skepticism toward ultra-processed foods is reshaping formulation and marketing strategies. Panelists described the current environment as highly dynamic, with evolving definitions and expectations.

“It’s going to be very tough,” Yee said. “You have to tell a story that resonates with the consumer base.”

Brands are responding by simplifying formulations, emphasizing whole-food ingredients, and aligning with certifications that signal minimal processing. At the same time, they must balance these efforts with taste, functionality, and scalability.

“There’s this weird disconnect,” Washington added, noting that consumer perceptions don’t always align with actual behavior. What people say they want and what they buy can be very different.

What Strategies Can Help Brands Succeed in This Evolving Market?

Success in today’s market requires more than simply following trends. Panelists emphasized the importance of authenticity, clear communication, and strong product-market fit.

“If you’re following trends, you’re already too late,” Washington said, encouraging brands to lead rather than react.

Yee highlighted the value of simplicity in messaging, particularly when communicating functional benefits. Ultimately, the panel underscored that innovation often comes from reimagining existing categories. From protein-enriched staples to fiber-forward formulations, brands are finding new ways to deliver familiar products with enhanced functionality.

As Craft summarized, “Trust is really driving that loyalty.” In a market defined by health, transparency, and purpose, brands that can deliver on all three will be best positioned to stand out.