Protein isn’t going away.
But how consumers want to consume it? That’s changing fast.
Here’s what the data from the ClearP™ Ingredient Report makes clear.
The Data Behind the Shift
58% of consumers globally actively include protein in their diet.
42% say protein is one of the most important ingredients in food and beverages.
Protein matters. What’s changing is how it shows up.
Protein Is Expanding Into More Moments
Today, protein is moving beyond traditional sports nutrition and meal-replacement formats.
It’s showing up in:
Consumers are looking for variety: protein formats that match different lifestyles, routines, and preferences.
GLP-1 and Portion Efficiency
GLP-1 adoption is influencing consumption behavior:
- Smaller portions
- Higher protein density
- Formats that feel lighter and easier to incorporate
This doesn’t replace traditional protein formats.
It expands the need for more flexible options.
Figure: GLP-1 usage trends influencing protein consumption formats.
Source: PURIS ClearP™ Ingredient Report, 2025.
The Rise of Clear Protein
Interest in clear protein has grown significantly since late 2024.
Why?
Because clear protein supports formats like:
- Hydration beverages
- Sparkling protein drinks
- Compact, high-efficiency servings
- Innovative delivery formats
Consumers aren’t abandoning protein shakes or high-protein snacks.
They’re adding new ways to consume protein.
Expanding the Protein Toolkit
Different formats require different ingredient functionality.
Traditional pea protein and whey protein powders deliver:
- Structure
- Creaminess
- Body
Clear protein is designed for something different:
- Visual clarity
- Low viscosity
- Stability in acidic systems
- Neutral sensory impact
Both serve important roles.
The opportunity is giving brands and consumers more options.
Why ClearP™ Fits the Moment
ClearP™ is a hydrolyzed pea protein engineered for clear, beverage-forward applications.
It delivers:
- Up to 90% protein
- High solubility
- Performance in high-acid systems
- A tastefully invisible drinking experience
In sensory comparison testing, ClearP™ performed competitively with whey peptide, demonstrating that plant-based clear protein can meet modern expectations.
ClearP™ isn’t replacing traditional protein.
It’s expanding what’s possible.
Why Now?
Protein demand is strong.
Consumer behavior is diversifying.
Formats are multiplying.
Brands that offer a portfolio approach, from structured proteins to clear, drinkable formats, are best positioned to meet evolving needs.
Get the Full Data
The ClearP™ Ingredient Report explores:
- Generational protein behavior
- GLP-1–driven changes
- Search and trend data
- Sensory comparisons
- Application insights
