Research from the Hartmann Group in 2021 shows that one-third of consumers are adding or increasing plant-based protein to their diets, and more than half are looking for products labeled as plant-based. While plant-based meat products have slowed, the rest of the protein food product world has sped up.

In 2023, innovation and growth of alternative protein products are mainly coming from smaller food companies, so the question is, can established food manufacturers catch up and compete? The innovation scenario is similar to what’s being seen in the alternative beverages segment. In both segments, consumers are characterized by aspirational desires, natural flavors, holistic nutrition and away from sugar.