1 of 4

% of launches

Among all protein types, pea is the fastest growing

Source: Innova Database

Note: Launches may include more than one ingredient

Figure 15 |

US food and beverage launches containing protein ingredients: % of protein ingredient launches by ingredient totals (Top ingredients) (2018 vs 2022)

1 INNOVA MARKET INSIGHTS

Ingredients Insider: The Protein Puzzle: Analyzing Ingredients and Top Food Categories - Animal Protein vs Plant Protein in the US - Jul 2023

provided to agustafson@purisfoods.com on 19 Dec 2023 15:45 (UTC)

2 of 4

Consumer interest in whey protein is declining in the US while interest in pea protein grows

2

Pea protein (USA)

From 2013-2023…

Pea Protein searches increased 37.5% (globally) and 42.1% (US).

Whey Protein searches increased 8.8% (globally) and declined 19.5% (US).

Yet, whey protein launches still outpace plant proteins. Why?

Source: Innova Database

Up for Grabs

NEXT GENERATION PLANT PROTEINS

CONSUMERS PREFERED P2.0 over DAIRY

Sample A P2.0

Sample B

WPI + WPC

46%

54%

Dairy Based RTM