Protein-fortified products continue to hit the market as public efforts to increase protein consumption show no sign of slowing. Almost half (42%) of global consumers say protein is the most important ingredient to them, according to Innova Market Insights, with the fastest-growing segments being plant-based options like bakery, fruits and vegetables. But the boom in products on store shelves carrying some form of “protein” claim on their labeling is due to more than the increase in consumers seeking animal-free alternatives, according to industry stakeholders.
