Protein is set to make a huge impact in the bakery and snacking sector as consumer demand for higher protein and alternative foods continues to grow.

Alternatives gain mainstream appeal

Protein remains a key ingredient in the global food industry. As the industry accelerates towards innovative and sustainable diets, consumer demand for alternative protein sources has changed.

InnovoPro, an Israeli chickpea protein platform, states, “Global consumers are becoming more aware of what they eat and how food affects their health, which raises questions about artificial ingredients and harmful additives.”

The emergence of the alternative protein market is a direct response to these concerns and offers attractive product solutions in the bakery and snacking categories.

PulseON Foods adds, “It is important for food industry players to understand the changing market dynamics and capitalize on the opportunities that arise through product innovation.” According to industry experts, gaining market knowledge is considered key to staying ahead of the competition for alternative products, “Consumers crave new products with unique textures, flavors and features. By capitalizing on this burgeoning trend, companies will remain competitive and demonstrate their commitment to sustainability.”

High Protein Benefits

Changing consumer behavior is having a cascading effect on many food and snack categories, including an increase in new product launches in baking.

Health-conscious consumers are turning to high-protein baked goods to provide more balanced nutritional options. Plant-based proteins with high digestibility and strong amino acid profiles are also popular choices for enriched baking and snacking, dominating manufacturers’ new product development (NPD) programs.

In addition to the health benefits, taste is the ultimate determinant of repeated purchases of plant-based protein products. This is especially true in the baked goods and snacks space, where indulgent and rich flavors are critical.

Consumers are looking for new and innovative ways to add more protein to their diets and eat healthier, but they are unwilling to accept any kind of trade-off when it comes to texture or product quality.

Protein consumers

Consumer behavior is a key driver of the increase in protein-rich baked goods, with more than one-third of dieting Americans saying they are adding more protein to their diets, according to Innova.

Today’s consumers are “more educated consumers, which is influencing the rise of protein in the baking and snacking industry.

Consumer demand for protein varies, creating challenges and opportunities for manufacturers. Some consumers want more protein at every meal, others are focused on maintaining muscle mass, some believe that adding protein makes food taste better and feel fuller faster and longer, while others want calories and really nutritious food.

More than ever, people are looking for nutritional value. Especially in the wake of the epidemic, people want to make better, healthier choices. Consumers are looking for options with the added functional benefits of more protein, while still expecting a similar sensory experience to traditional baked goods.

Protein Forecast and Predictions to 2023

Consumers are looking for healthier, more sustainable options in baked goods and snacks. There is also a growth in bakery ingredients and mixes that are plant-based, vegan, and have added alternative proteins.

Focusing on baking, the market still lacks plant-based alternative solutions that can maintain the same shape, texture and flavor as egg whites. From an innovation perspective, the protein trend has expanded beyond some of the early areas of baking, such as from muffins and protein-rich pancakes, to more indulgent areas such as cupcakes. As a result, the evolution of the bakery category will continue as more and more new indulgent products enter the market in 2023.

Protein will be on the rise in 2023, as the “higher protein, better for you” selection trend will continue to influence NPD strategies in the bakery sector and among casual food manufacturers, and consumer demand will continue to drive NPD and innovation in this category.

And as education increases, consumers will also learn to eat a more balanced diet and incorporate protein into their lives.

In short, with the increase in protein content in baked goods and snacks, we could see a range of high-protein product innovations by 2023. But whether new developments in the high-protein and alternatives space will be enough to propel protein into a mega-trend depends on how manufacturers address current functional and sensory challenges.