Frames • 23 January 2024

Alternative Proteins

Protein demand is outpacing supply, causing an unparalleled environmental impact. Consumer interest and awareness is growing, as is the demand for alternative protein products. Is your brand ready to meet the demand for protein content without the drawbacks?

What is the demand for alternative proteins?

Worldwide, 42% of consumers think most people will be eating plant-based foods instead of meat in the next decade (Grains of Truth 2022, GlobeScan)

People are eating more protein than they need, and demand is only growing. In fact, global average protein consumption is 68 grams per person per day: more than one-third higher than the average daily adult requirements (World Resources Institute, 2016). What’s driving this change?

  • Global population increase
  • Increasing spending power
  • An aging population

With consumer demand unlikely to fall, combined with these three key factors, meat alternatives are going to become essential to meet consumer needs. Animal proteins and in particular the production of meat products will not keep up with the growing demand. Given the undeniable environmental impact and animal welfare impacts of animal-based food products, new products are required as part of the effort to fight climate change and revolutionise the food industry. Consumer interest in a high protein diet, alongside concerns around food safety and the impacts of the food system on the wider ecosystem combine for a growing awareness of the need for more sustainable food substitutes.


What are the top consumer concerns about the future of alternative proteins?

The future of alternative proteins: Where are we, and what comes next?

Opportunities to address consumer concerns around animal products are well underway. With milk and dairy alternatives leading the way, followed by chicken and seafood, alternative proteins could claim as much as 22% of the overall protein market by 2035 (Source: BCG ‘Food for Thought: The Protein Transformation’ March 2021). Fermentation, cell grown, plant proteins and other alternative protein sources are growing in scale and efficiency as a result.

Identifying the roadmap for Alternative Proteins strategy refinement

Are you aware of your place in this growing market?

Listen to Transforming CPG: What is the future of Alternative Proteins?

In this episode of Transforming CPG, Stephen Factor and Eugenio Perrier discuss the current landscape of the Alternative Proteins market. They then unpack the challenges the market faces, and what the future might look like (and require) for brands to succeed.

Stephen and Eugenio cover…

  • The current maturity of the market and the period of reassessment that is already underway
  • The importance and opportunities presented by the alternative protein market to serve the wider sustainability goals of the CPG industry
  • How alternative proteins should be positioned and marketed to consumers, unpacking the impact of sustainability as a message, as well as health and wellbeing
  • The barriers and obstacles impacting the growth of the market, including communication and targeting
  • Innovations in the space, from big vs small companies
  • Political and other regulatory factors impacting the market

…and much more.

What do consumers want from alternative proteins?

This article unpacks the consumer demand for alternative protein sources.

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