Blended proteins balance health, flavor, environmental impact

Welcome to the new frontier of protein. Blends, or hybrids, are a mix of different protein sources (animal- and plant-based, or plant-based and novel sources) that have the potential to address consumer desires to eat healthier and/or more sustainably.

As with all plant-based alternatives, even the partial ones, challenges arise in replicating authentic flavors and textures. Technological advancements and formulation expertise are meeting modern expectations, with texture-perfect and nutrition-forward blends for plant-based alternatives to chicken strips, beef patties, pulled pork and more all being realized.

A protein panacea?

There are several factors fueling the development of protein blends. First and foremost is consumers’ ongoing hunger for more protein in their diet. Globally, 57% of consumers want to increase their protein intake, according to ADM’s 2023 proprietary research on global lifestyles. When presented with the prospect of protein blends, consumer say benefits like a “better dietary balance of plant and animal proteins,” “adding more variety to diets,” “healthier,” “more nutritious,” and “better for the environment” motivate them to try these products, according to ADM’s 2024 The Future of Blends, Global Consumer Insights Report.

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One of the most significant drivers behind this evolving product category is consumers increasingly recognizing that it’s not an all-or-nothing approach to protein consumption. Blended protein choices can encourage consumer trial of a diverse set of protein sources, which may help consumers take steps toward potentially healthier and more sustainable options without major lifestyle and diet changes, whether they identify as vegetarian, flexitarian or are simply interested in widening their protein horizons.

All of these factors — desire for more protein, healthier and more nutritious food, environmental concerns and calls for more variety — have heralded protein blends, which is a solution to each of these concerns. With 63% of global consumers already finding the concept of blended protein alternatives appealing, per ADM’s 2023 proprietary research on global lifestyles, this opens up an enormous opportunity for food developers.

What blends bring to the table

Blended proteins promise to provide exciting, tasty additions to consumers’ diets that help them meet their nutritional goals. With 70% of global consumers saying taste and nutrition are equally important, according to ADM’s 2023 Global Protein Consumer Discovery Report, it’s paramount that both are dialed in. In addition, shoppers see partly plant-based products as a way to address growing sustainability concerns. Globally, many consumers seek to buy products that are environmentally friendly, according to ADM’s 2023 proprietary research on global lifestyles.

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Plant-based ingredients, such as soy, pea, wheat, beans, pulses, ancient grains, seeds and vegetable blends, are used to enhance meat without replacing it completely. Even so, consumers still prefer the meat-to-plant-based ratio to favor meat, as they don’t want to give up the conventional sensory elements. Worldwide, consumers are looking for the experience of traditional meat (with chicken listed as the favorite, followed by beef, pork and seafood, respectively, per ADM’s 2024 The Future of Blends, Global Consumer Insights Report), with blended protein offerings. And if they can get this experience while seemingly shrinking their carbon footprint, many are ready to try protein blends.

It still needs to taste like meat

Claims on packaging may grab attention in the aisle, but shoppers won’t buy products again if they don’t taste good. ADM data shows that authentic flavors are what will win over potential converts. In the U.S., those who identify as “considering plant-based alternatives” are seeking products that deliver “dynamic sensory experiences” while incorporating bold, global flavors, according to ADM’s 2024 proprietary research on savory flavors. They make statements like, “Flavors that speak to emotions and tell stories of cultures and places are appealing to me.” They still want their blended meat to offer an experience like traditional meat, however, listing flavor cues like juicy, succulent and spicy as ones they would expect, the research further showed.

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Meanwhile, in the European countries studied (U.K., France, Germany, Poland, Italy and Spain), consumers most engaged with plant-based meat alternatives are looking for foods that deliver an authentic animal protein experience, with meat and flavor cues like seared, caramelized and marinated being sought, per the company’s research on savory flavors. It also showed consumers are looking for “heritage flavor and ingredients” that enable them to connect to their roots and their preference for flavors that engage their imagination. In any event, they want a compelling and authentic experience that tantalizes the senses.

Price should encourage trial

Even though many protein blend attributes seem to lend themselves to being premium products, an affordable, competitive price point needs to be set. While there may be passionate early adopters willing to pay more, in order to achieve widespread market penetration, blended protein offerings will need to be priced similarly to traditional animal products.

Navigating any new space is tricky. Brands would do well to find a partner who is at the leading edge of this exciting new frontier and can offer the perfect blend of product development expertise, sensory science and regulatory support to help food manufacturers develop market-winning protein blends.