ADM’s 2025 Protein Report: the patterns influencing the development of alternative proteins

ADM has unveiled its latest proprietary research examining protein consumption and innovation, 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-centre, 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.

As consumers become more conscious about what they put in their bodies, protein’s value is soaring.

According to ADM, this trend is particularly prevalent for Gen Z and Millennials, who were found to be the demographics most open to high-protein products, as well as the combination of multiple protein sources.

When conducting its consumer research, ADM identified three key consumer groups:

1. The flexitarians: a group actively trying to eat more plant-based protein, though they still go for meat and dairy-based protein products too. According to ADM’s proprietary research, 46% of consumers globally identify as flexitarians — with a specific focus on this diet in Germany, South Korea, the US and Brazil. This group is motivated by health goals, with 86% of plant-forward consumers believing its healthier to get protein from a variety of sources.
2. Vegetarians and vegans: both take  the time to consume enough protein. For those that don’t consume animal products like eggs and cheese, protein will primarily come from plant-based sources. Across the world, approximately 4% of the population identify as vegetarian, while 1% identify as vegan.
3. Carefree: individuals who eat both plant-based and animal-based food, with no intention to seek out either type. According to ADM’s research, this group tends to be slightly older, with many placing in the “Baby Boomer” category. This group offers a range of innovation opportunities, as 73% believe its healthier to get protein from a variety of sources beyond animal-based products.

ADM’s report also delves into the ever-growing range of proteins available to functional food manufacturers, and which ones are currently most popular amongst consumers.

Unsurprisingly, one of the top plant-based protein sources among consumers is soy, with 83% of participants stating that this type of protein is great for building and maintaining muscle.

Chickpea protein is also having its hay day, with the pulse being commonly incorporated into a wide range of dishes eaten worldwide. ADM believes that this ingredient holds special potential in ready meal, snack and foodservice offerings.

An emerging plant-based protein source is the lentil, which many consumers associate with a healthy diet. According to ADM, this format is particularly popular with the flexitarians, who are looking for nutritionally rich and tasty foods.

Read more about the trends and drivers shaping the alternative protein landscape in ADM’s newest report here.