The rise of high-protein formulations in new product formats

This guide explores protein's evolution from traditional powders to innovative formats, examining how consumer demand has expanded beyond athletes to mainstream audiences seeking convenient, lifestyle-friendly protein products.
Sam Zheng, Corporate Product Manager,  Jiangxi Serum Phmarma Industries, Co., Ltd.

Protein shows no signs of slowing down in the supplement landscape, with universal appeal across consumer demographics. This guide examines how protein products are evolving beyond traditional powders to meet growing demand for convenient, lifestyle-friendly formats.

From traditional whey powders to innovative ready-to-drink beverages, bars, bites and novel delivery systems, formulators face unique challenges balancing protein content with sensory appeal. Learn how market trends are driving innovation as protein consumption expands beyond athletes to everyday consumers, including those using GLP-1 medications.

Take away formulation strategies that optimize both function and flavor in high-protein products, including ingredient selection techniques that enhance bioavailability while maintaining clean-label appeal.

The plant protein market is in a period of rapid growth, having evolved from a niche market to a mainstream disruptive force in the global food and beverage industry. The driving factors include health consciousness, sustainable development ethics, the rise of flexitarianism, and food technology innovation. The market has huge potential for the future. According to data from multiple institutions such as Markets and Markets and Grand View Research, the global plant protein market size was approximately at the billion-dollar level in 2023 and is growing at a high compound annual growth rate (CAGR) of double digits. It is expected to reach hundreds of billions of dollars by 2030. However, it also faces challenges such as taste optimization, cost control, and supply chain improvement. The current main plant protein categories include pea protein, mung bean protein, broad bean protein, rice protein, walnut protein, wheat protein, and other protein products. The rise of a number of international giants has also provided a strong impetus for the popularization of plant protein. For example, Beyond Meat: a landmark brand in the plant-based meat field, with products available in global retail and catering channels. Impossible Foods: known for its "heme" technology, mainly catering to the catering channel, with products having a unique "meat-like" texture. Oatly: the pioneer and leader in the oat milk category, successfully educating the market. Danone: with well-known plant-based brands such as Alpro and Silk, it is strong in the plant-based yogurt and beverage fields. Nestlé: with brands such as Garden Gourmet, it is rapidly expanding its layout by leveraging its strong R&D and global distribution network.