The future of protein innovation

Redefining Protein Innovation

The protein landscape is evolving - shifting from performance-focused products to everyday wellness essentials. No longer reserved for athletes, protein is becoming a key part of daily nutrition, valued for its role in energy, balance, and long-term health.

Consumers are embracing functional benefits such as satiety, metabolism support, and healthy ageing - driving demand for products that fit seamlessly into modern lifestyles.

Brands are responding with innovative formats and functional ingredients like collagen, fibre, and plant-based proteins, creating options that are both convenient and purposeful.

At the same time, accessible, affordable formats including protein yoghurts, snacks, and ready-to-drink shakes are outpacing traditional supplements, reflecting the shift toward nutrition that’s simple, enjoyable, and integrated into everyday routines.

The message is clear: protein is no longer a niche category, it’s a lifestyle essential, driving the next wave of innovation across food, wellness, and nutrition.