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Trend Report - Protein: What to Know

The push for protein continues as consumers seek out protein-rich foods and drinks made with both plant-based and animal-based ingredients. While once primarily sought after by athletes, a broader range of consumers are looking at protein as a part of a larger, more long-term part of a healthy lifestyle. These in-demand ingredients are being incorporated into a variety of savory and sweet products that extend well beyond the traditional meat case and snack aisle, into categories like bakery, beverages, pasta and more.

Taste, of course, remains crucial to acceptance, whether in new forms of favorite proteins or in products made with plant-based proteins that may require some flavor assistance. It’s the common denominator and the main purchase and re-purchase driver. Pump up the protein without sacrificing taste. Let’s take a look at how flavor is being used in these protein-packed products.

Protein Drivers

Today’s consumers are looking for more and different types of products made with – and often fortified with – animal and plant-based proteins. What’s driving their quest for protein? A desire for holistic health, interest in foods and drinks that deliver on energy, cravings across dayparts and interest in offerings rooted in nature are just a few. Interest is coming from many demographics but is especially strong among younger consumers, boding well for the staying power of protein ingredients.

44% of U.S. respondents said they want to increase their protein intake, up from 34% from the same period in 2024. - 2025 Bain & Company survey

Consumers placed the highest importance on the amount of protein followed by protein type in protein beverages. - Journal of Dairy Science

Protein Types

Dairy Derived Proteins

Dairy proteins come from dairy processing and are valued for functionality, texture-building ability, and digestibility. This is one of the most commonly used protein sources. Dairy proteins are often used when building flavor profiles that would naturally have a dairy component to them, as the off-notes can blend in with the natural milky taste of the flavor.

Off-notes: Sour dairy, cardboard, starch, cheesy, baby formula, butyric acid, soapy, bitter
Benefits: Fast and slow digesting proteins, complete amino acid profile, contributes to satiety

Flavor Tips: Whey protein can have sour, metallic, or astringent notes. Creamy flavors, like cookies & cream, or an Optify® modifier can help mask these and create a smoother profile.

Clear whey can taste astringent or sour — one strategy is to lean into the sourness with a congruent flavor profile, making it feel intentional rather than off. Amplify with an Optify® sour enhancer or use an astringent masker for a more balanced profile.

Collagen Protein

A byproduct of the bone, skin and muscle of cattle, this protein-rich ingredient is available in a cooked gelatin form and broken down into smaller proteins in a hydrolyzed form. Functionally, beef collagen protein gelatinizes when heated and acts as a binder or filler in some processed meats. Hydrolyzed beef collagen tends to be unflavored, so it can be combined with other flavors across different product types.

Off-notes: Slightly savory, mild bone broth
Benefits: Linked to beauty claims, aids in gut health, contributes to satiety

Egg White Protein

Egg albumin is a type of protein derived from egg whites and is rich in protein as well as riboflavin, niacin, potassium and magnesium, among other nutrients. Often available as a powder, egg albumin is a water-soluble ingredient that is easily absorbed. This ingredient is low in cholesterol and offers functional benefits as well, serving as an effective binder in baked goods and meat alternatives, a stabilizer in custards and a thickener in sauces and soups.

Off-notes: Slightly salty, subtly eggy taste
Benefits: Complete proteins, easily digested, rich in amino acids, vitamins and minerals

Plant Protein: Pea

Pea protein is derived from yellow split peas and contains all nine essential amino acids, making it a technically complete protein. Functionally, pea protein offers strong emulsification and gelation capabilities, helping improve texture and stability across a range of applications. In addition to its amino acid profile, peas are a natural source of iron and certain B vitamins, though levels may vary depending on processing.

Off-notes: Sour, earthy, soapy, vegetative
Benefits: No allergens, acid profile, vegan and plant-based sustainability

Plant Protein: Soy

Soy protein is derived from defatted soybean meal, the material remaining after soybeans are dehulled and the oil is extracted. It is classified as a complete protein, containing all nine essential amino acids in proportions comparable to many animal proteins. Depending on processing, soy protein can be produced as concentrates, isolates, or textured forms, offering flexibility across applications. However, soy is one of the nine major food allergens in the U.S. and requires proper allergen labeling.

Off-notes: Beany, green, bitter
Benefits: Lactose-free, heart health claim, promotes satiety because it takes longer to digest

Plant Protein: Rice

A nutritious, allergen-friendly, hypoallergenic protein source containing all nine essential amino acids, with higher levels of methionine and cysteine, typically derived from brown rice. It naturally has a grainy texture, which can be a hurdle to consumer acceptability; however, it offers a neutral flavor and good digestibility.

Off-notes: Earthy, bland, stale
Benefits: Easily digested, neutral flavor profile, allergen-free

Flavor Tips: Plant-based proteins often have an earthy or bitter aftertaste. A masker or enhancer with vanillic notes can help neutralize vegetative off-notes. Chai or chocolate peanut butter are two possible flavors that work with the unique characteristics of plant-based protein to create an elevated taste.

Takeaways

Demand for protein-rich foods and beverages now extends far beyond athletes, with consumers embracing both plant- and animal-based options across diverse applications. This sustained growth is driven by interest in holistic health, lasting energy, and products rooted in nature — a shift that is here to stay.

Yet formulating with protein often introduces off-notes, undesirable aromas, and mouthfeel challenges. Through deep technical expertise, taste modification technologies, and a holistic “whole product” approach, we’ll partner with you to overcome these hurdles — so you can lead with taste while delivering desired protein amounts.

Considering what’s next in your product innovation? We’ve got you covered.

Download the Protein: What to Know PDF

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Let McCormick Flavor Solutions market insight and research experts get to work for you. Translate these trends into bold new ideas for your brand. Increase market share and get to your “what’s next.” Our technical flavor, seasoning and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend.
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