ADM Study: Consumers Want Everything Protein

ADM has unveiled its latest proprietary research examining protein consumption and innovation, 2025 Alternative Protein Landscape Report, with a specific look at consumer motivations and novel sources spurring new protein product development.

With nutrition in focus, consumers seek greater daily protein intake, all while demanding delicious tastes and textures. This comes during an era of infinite choices, where consumers – particularly those within younger generations – are more open to protein variety than ever before. As such, opportunities abound with varied protein sources that put nutritional value, sensorial experiences and affordability front-and-center, while not asking consumers to drastically change their dietary habits.

From consumer demand for more protein content (in more formats) to innovation with legacy plant proteins, emerging nutrient-dense wholesome ingredients and fermentation to a celebration of hybrids or blends, the alternative protein arena continues to evolve and adapt to consumer needs and high expectations.

ADM’s research shows that 46% of global consumers now identify as flexitarians, with Germany, South Korea, the US and Brazil leading the trend. In contrast, vegetarians and vegans remain a small but steady minority (4% and 1%, respectively), while carefree consumers—those without dietary restrictions—make up 49% of the global population. Notably, 73% of carefree consumers believe that protein from varied sources is healthier, pointing to wide potential for hybrid and blended formulations.

Novel Ingredients and New Formats

Soy remains the most recognisable plant-based protein globally, especially popular with Millennial and Gen Z consumers. But chickpeas and lentils are gaining ground fast, with ADM identifying these ingredients as key to convenient formats like ready meals and snacks. Lentils in particular are associated with health, taste and naturalness—attributes highly valued by today’s plant-forward shoppers.

Fermentation and Blended Proteins Lead Next-Gen Innovation

Consumer curiosity is also fuelling interest in fermentation-derived proteins, especially among younger demographics: 72% of Millennials and 68% of Gen Z are open to trying fermented protein-based foods and beverages. Hybrid or blended products are also on the rise, praised for delivering taste, texture and nutritional variety without requiring a major dietary shift.

Blended proteins are seen as a solution that bridges consumer demands for taste, health, sustainability and affordability. According to ADM, such formats outperform traditional meat, dairy or all-plant alternatives in addressing this multifaceted demand.

Health, Weight Loss and the GLP-1 Factor

The report also highlights how the popularity of anti-obesity medications like GLP-1 receptor agonists is influencing eating habits. Among users of these medications in the U.S., 64% are more attentive to protein content, and 44% are increasing their intake of plant-based protein. ADM sees a clear opportunity in developing high-protein, fibre-rich products that cater to these emerging needs.

Taste Still Rules, But Function Is Catching Up

Taste remains a decisive factor for plant-based product adoption—especially among older, carefree consumers—yet functional benefits and clean label cues such as low sodium, low sugar, and organic sourcing are gaining importance.

ADM’s outlook concludes that the alternative protein market is poised for continued growth, driven by expanding ingredient diversity, improved sensory performance and evolving consumer goals across all age groups.