Consumer Preferences in Protein Products: Understanding Consumer Behaviour Shifts and Market Trends for ‘Better-for-You’ Products

Introduction

Consumer preferences in protein products are rapidly evolving, reflecting a growing interest in healthier, more sustainable, and ethically produced foods. For businesses like Proeon, understanding these shifts is crucial to developing innovative products such as peanut protein isolates that meet consumer demands while pushing the boundaries of food innovation.

Why Consumer Preferences Are Changing

1. Post-Pandemic Health Awareness
Across the globe, health has become a top priority for consumers. In the US, China, and key European markets, 53% of consumers report caring more about their health since the pandemic, with 42% of European shoppers spending more on healthier, minimally processed foods. Consumers now actively seek protein products that promote wellness, weight management, and nutritional balance.

2. Desire for Mental and Emotional Wellbeing
Today’s consumers look beyond physical health — they want products that nurture mood, mind, and emotional well-being. Scientific research increasingly highlights the connection between gut health and mental health, influencing market offerings. According to Mintel GNPD data, 22% of global food, drink, and healthcare product launches with digestive health claims also carry immune health claims, reflecting a holistic approach to well-being.

3. Sustainability and Ethical Consumption
More consumers are prioritizing sustainability and animal welfare, driving strong demand for plant-based alternatives. The global plant-based food market, valued at USD 28.72 billion in 2024, is projected to soar to USD 82.85 billion by 2035 at a CAGR of 10.11%. With growing awareness of the environmental impacts of animal agriculture — from greenhouse gas emissions to land and water use — consumers are gravitating toward cruelty-free, eco-friendly, plant-based proteins.

4. Transparency and Clean Labels
Consumers today expect transparency, clean labeling, and natural ingredients. They increasingly prefer products free from artificial additives and preservatives. The global clean-label market is expected to grow from USD 57.3 billion in 2025 to USD 212.4 billion by 2035 at a CAGR of 15.5%. This trend is particularly prominent in food categories such as baby food, hot drinks, and meat substitutes, where trust and ingredient simplicity are top priorities.

Emerging Market Trends for Protein Products

Expert perspectives, like that of Dr. Saurabh Pokhariyal from VitusCare, highlight the importance of protein- and fiber-rich diets for better gut health, kidney function, and overall well-being. Here are some key trends shaping the protein market:

1. Plant-Based Protein Popularity
The popularity of vegan, vegetarian, and flexitarian diets has skyrocketed, driving demand for sustainable plant-based proteins. Mung and peanut protein isolates, like those developed by Proeon, are increasingly sought after for their exceptional nutritional value and sustainability profile.

2. Functional Foods and Personalized Nutrition
Consumers now want more than basic nutrition — they’re seeking functional benefits tailored to specific health goals. Protein-enriched products targeting weight management, muscle recovery, digestive health, or allergen-free needs are gaining ground.

3. Sustainability-Driven Choices
Eco-conscious consumers are favoring proteins produced with sustainability in mind. Proeon’s commitment to transparent sourcing and environmentally friendly practices positions it as a preferred partner for brands seeking to meet these expectations.

How Proeon Uses Consumer Insights

At Proeon, consumer insights are the bedrock of our innovation strategy. Here’s how we harness them to shape the future of protein:

1. Data-Driven Product Innovation
We continuously monitor consumer behavior, dietary trends, and global market data, allowing us to anticipate shifts in demand and create products that cater to evolving tastes, like peanut and mung bean protein isolates with superior taste, texture, and performance.

2. Technology and Functional Improvements
Proeon invests heavily in technology to enhance protein functionality — improving solubility, texture, emulsification, and thermal stability. This ensures our proteins work seamlessly across applications, from beverages to baked goods, helping brands deliver exceptional product experiences.

3. Collaborations with Brands and Partners
We work closely with food brands, startups, and food manufacturers, offering co-development and customization support. By partnering from ideation to commercialization, we co-create products that address real consumer needs. We also collaborate with research institutes and industry alliances to stay ahead in protein innovation.

4. In-depth research and Scientific Rigor
Scientific research is at the heart of Proeon. Our R&D teams conduct extensive lab trials, sensory studies, and performance testing. We also gather market insights through consumer testing in India, Europe, and the US to ensure our products meet diverse regional preferences.

5. Sustainability and Transparency as Core Pillars
We prioritize sustainability across the value chain, from responsibly sourced raw materials to eco-friendly manufacturing practices. Proeon’s transparent labeling and third-party certifications help our partners build consumer trust and meet clean-label expectations.

6. Access to Global Funding and Strategic Growth
Proeon recently secured a €1 million (approximately US$1.07 million) grant to develop a sustainable, plant- and precision fermentation-based egg alternative for industrial baking as part of Project EGGcellent. This grant is a key component of a broader European initiative focused on creating a more sustainable food system. This grant will accelerate our R&D efforts, boost production capacity, and enable us to introduce new plant-protein solutions across global markets, strengthening our leadership in sustainable food innovation.

7. Consumer Education and Market Engagement
We actively engage consumers through workshops, webinars, digital campaigns, and educational content. By raising awareness about the benefits of plant-based proteins, we help drive adoption and build a stronger, more informed community.

Conclusion

By deeply understanding shifting consumer preferences and market trends, Proeon can innovate with purpose, creating protein products that align with the growing desire for healthier, sustainable, and “better-for-you” solutions. With cutting-edge technology, rigorous research, collaborative partnerships, and government-backed momentum, Proeon is helping shape the next generation of plant-based nutrition, empowering brands and delighting consumers worldwide.