PROTEIN AT THE HEART OF TRANSFORMATION
As a leading showcase of global food trends, SIAL Paris 2026 confirms what is now clear: the food industry has entered the protein era.
A market in full expansion
Protein has become one of the most sought-after nutrients among consumers worldwide. With 57% of global consumers actively seeking protein in snacks, recent studies confirm it has become the leading purchasing driver, surpassing fiber and vitamins. In France, 81% of consumers believe that a protein-rich diet is essential for good health.
However, nutritional reality is more nuanced. In France, people already consume an average of 1.4 g of protein per kilogram of body weight per day, almost twice the level recommended by ANSES for healthy adults. For most consumers, the challenge is no longer protein quantity, but rather the quality and diversity of protein sources.This shift is reshaping the food industry.
Today, 31% of European consumers identify as flexitarian, and nearly one in two French households includes at least one flexitarian. This shift is driving demand for a wider variety of protein sources and fueling the rapid growth of the plant-based sector.
The market for plant-based alternatives continues to expand, estimated at approximately €745 million in 2025. At the same time, more and more consumers are turning to plant proteins to diversify their diets while lowering their environmental footprint.
The protein market in numbers
57%
of consumers look for protein in their snacks
81%
of French consumers consider protein essential for health
31%
of European consumers identify as flexitarian
Animal vs plant proteins: the great rebalancing
Although red meat still represents the “gold standard” of protein for many consumers, eating habits are evolving rapidly. At the same time, more and more consumers are turning to plant proteins to diversify their diets while lowering their environmental footprint.
This trend does not signal the end of animal protein. Instead, it shows a shift in how consumers perceive it. Brands are increasingly emphasizing product naturalness, ingredient quality, and nutritional value rather than quantity alone. In dairy products, skyr has become a benchmark thanks to its naturally high protein content.
For animal protein brands, the challenge is no longer justifying protein consumption but proving superior quality and authenticity.
On the plant-based side, the challenge is different. Some plant proteins have less balanced amino acid profiles when consumed alone, which makes combining them important. Nevertheless, recommendations increasingly encourage consumers to diversify their protein intake across multiple sources.
The European plant-based market grew by more than 5% between 2024 and 2025. Growth is mainly driven by nuts and seeds, dairy alternatives, and vegetarian ready meals, while meat substitutes remain a smaller segment. This shows that plant-based eating is expanding beyond meat alternatives and becoming part of everyday habits.
The rise of protein is reshaping food innovation strategies
The protein market is no longer limited to meat or dairy products. Today, the entire food industry is exploring new ways to incorporate protein into everyday products and meet evolving nutritional expectations.
Several major innovation trends are emerging across the market.
Protein has become an everyday consumption marker
Once associated mainly with sports nutrition and fitness, protein is now integrated into daily eating habits. Protein-enriched pasta, desserts, snacks, beverages, cereals, and breakfast products are multiplying across retail shelves. Protein claims are becoming a highly visible purchasing criterion on packaging, alongside organic certifications, ingredient sourcing, and environmental information.
Protein-enriched pasta
Desserts
BeveragesThe rise of sustainable and local proteins
As food sovereignty and environmental concerns become strategic priorities, companies are investing in more local and responsible protein sources. Spirulina, legumes, insects, algae, and fermentation technologies are emerging as important innovation pathways. Companies such as Accro and Etika Spirulina are developing alternative protein solutions designed to reduce dependency on imported soy while supporting local supply chains. Companies are expanding their range of protein sources beyond a marketing trend. They now see it as a strategic necessity for long-term food resilience in Europe.
Legumes
Fermentation
InsectsHealthy Aging: a new focus for innovation
The aging population is creating new opportunities for protein innovation. Many consumers now view healthy aging as a major wellness priority. Protein plays a key role in helping maintain muscle mass and preventing age-related muscle loss. As a result, brands are developing targeted solutions for active seniors and positive nutrition. The emergence of healthy aging products reflects the growing connection between protein, wellness, and preventive health.
The risk of misleading communication
The growing popularity of protein has also fueled communication excesses. Experts increasingly use the term “protein washing” to describe products that highlight protein content without delivering real nutritional value.
Not all high-protein products deliver the same benefits. Protein quality depends on amino acid composition, how easily the body absorbs it, ingredient sourcing, and overall nutritional balance.
At the same time, consumer skepticism is growing toward highly processed, protein-enriched products that may offer limited nutritional benefits for individuals whose protein needs are already met through a balanced diet.
For brands, three strategic priorities stand out:
- Focus on protein quality rather than simply increasing protein quantity
- Adopt transparent and responsible communication
- Build long-term credibility instead of relying on short-lived trends
The rise of protein washing is pushing brands to prioritize trust, transparency, and scientific credibility in their messaging.
What SIAL 2026 will reveal about the protein of tomorrow
As SIAL Paris 2026 approaches, several major questions are shaping the future of protein innovation.
The primary challenge lies in taste. While technological and regulatory factors are important, sensory experience plays a decisive role, with flavor, texture, and cultural preferences directly influencing consumer adoption. The second key challenge concerns trust, as consumers are increasingly exposed to inconsistent messaging between health claims, environmental narratives, and marketing promises.
The brands that succeed will be those capable of building authentic long-term relationships with consumers. Finally, the shift toward a wider range of protein sources is becoming a systemic issue linking food, health, environmental impact, and agriculture.
Legumes, algae, insects, mushrooms, and fermentation technologies are no longer niche innovations. They are becoming part of the broader future of the food industry.
All you need to know about proteins
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Why is protein becoming so important in the food industry?Consumers associate protein with health, satiety, wellness, and environmental impact, making it a key driver of food innovation.
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What does the term “protein washing” refer to?Protein washing refers to marketing strategies that highlight protein content excessively without providing real nutritional benefits.
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Why are plant proteins growing so quickly?Consumers are looking for more sustainable, diversified, and environmentally friendly food options.
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What are alternative protein sources?Alternative proteins include legumes, algae, insects, mushrooms, fermentation-based proteins, and plant-based ingredients.
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How will protein feature at SIAL Paris 2026?Protein innovation will remain a major theme, highlighting new ingredients, sustainable solutions, and evolving consumer expectations.
