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.
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.
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 adoption is influencing consumption behavior:
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.
Why?
Because clear protein supports formats like:
Consumers aren’t abandoning protein shakes or high-protein snacks.
They’re adding new ways to consume protein.
Different formats require different ingredient functionality.
Traditional pea protein and whey protein powders deliver:
Clear protein is designed for something different:
Both serve important roles.
The opportunity is giving brands and consumers more options.
It delivers:
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.
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.
The ClearP™ Ingredient Report explores: