You don’t have to convince people to care about regenerative agriculture anymore.
In a recent survey, nearly 90% of consumers said they’re willing to pay more for products grown on farms that use regenerative practices.
And yet, when shoppers walk into a grocery store, snacks with regenerative stories or claims are...nowhere to be found. The demand is there — but the shelves are still mostly bare. That gap is a once-in-a-decade opportunity for brands bold enough to step in.
Consumers can’t buy what isn’t available. Per Regenified's 2024 Consumer Report, 40% of values-based shoppers and 44% of the emerging regenerative market cite limited availability as their top barrier to buying regenerative products.
In protein-rich snacks — bars, puffs, cookies, crackers — regenerative claims are rare compared to organic or non-GMO. That’s not because consumers don’t want them. To date, most brands haven’t made the move to source regenerative protein yet.
For R&D teams, this is an open lane: introduce regenerative protein now, and you’re not just a snack brand — you’re a category leader, building on a desire that consumers already have (and continue to develop).
It’s not enough to say your product’s ingredients were grown sustainably or used certain growing practices — consumers want proof. Gone are the days of people only reading ingredient labels. They want to know where the ingredients came from, and if the product is doing any harm (or good) compared to the other products sitting next to it on the shelves.
A traceable supply chain is one of the biggest trust drivers for consumers, especially when they ask, "Where did these ingredients come from?"
So much so that:
Sourcing traceable protein can be easy. When you partner with PURIS, you'll work with 100% traceable pea protein ingredients(making it easy to add claims to your product and tell a brand story that is traceable, trustworthy, and makes consumers feel good about buying your product).
The data makes it clear: regenerative agriculture isn’t just a movement, it’s a market shift. Here’s how to get ahead of your competitors.
| Step | Action | Why It Works |
|---|---|---|
| 1. Solidify Credible Claims | Secure credible third-party verification for regenerative claims. | 92% of people surveyed — who are also committed buyers — demand it of the products they buy. |
| 2. Clearly Label | Don't leave consumers guessing — make it clear that your product's ingredients were grown using regenerative agriculture practices. | 40% of Values-Based Shoppers want in-store displays and clearer product labeling, with 49% of the Emerging Regenerative Market expressing the same desire. |
| 3. Educate Effectively | Use clear messaging and visuals (on-pack, in-store, digital) to explain what regenerative agriculture is and why it matters. | Only 37% currently understand the concept, but 65% become “extremely interested” with proper context. |
| 4. Create & Distribute | Prioritize getting regenerative products onto your production line. | The leading barrier — availability — is an easy one to fix. Do that, and you meet eager buyers where they are. |
Protein snacks are already a fast-growth category. Regenerative agriculture is an even faster-growth consumer value. Combine them, and you’re not just making a better snack — you’re creating a competitive moat.
The shelves won’t stay empty forever. The brands that secure regenerative protein sourcing now will be the ones shoppers remember later.
Consumers are ready. The question is, will your products be the ones they find when they start looking?