Flexitarian Demand Shifts Protein Market: Pea, Fava, Lentil Innovations Address Cost, Nutrition Gaps
Rising flexitarian consumption and high whey prices are driving significant innovation in plant protein isolates and encapsulated ingredients, focusing on taste, texture, and nutritional completeness. Manufacturers must adapt formulations to meet evolving consumer expectations and address specific nutrient deficiencies.
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London, United Kingdom — 30 September 2026
The alternative protein market is expanding rapidly beyond vegan consumers, primarily driven by flexitarian demand and sustained high whey protein prices. This shift necessitates product development that balances functionality, taste, and nutritional profiles, according to major ingredient suppliers Roquette and Seaweed & Co. Innova Market Insights data indicates over 50% of global consumers are increasing protein intake, with many favouring plant-based sources for perceived health benefits.
Roquette highlights that lifestyle preferences and cost pressures are reshaping product development. Benjamin Voiry, Head of Marketing for Plant Proteins at Roquette, notes flexitarians significantly outnumber vegans and vegetarians, creating opportunities for 'hybrid' products combining plant and animal proteins, and plant-based offerings that do not solely mimic meat. Roquette's Nutralys Pea 850F, launched earlier this year, addresses key formulation challenges by providing 85% protein content with significantly reduced off-notes. This allows for higher protein inclusion in ready-to-drink beverages, dairy alternatives, and specialised nutrition without compromising sensory quality. Additionally, their textured proteins, such as Nutralys TP 700XC and Nutralys T Wheat 600L, offer tailored fibrous and chewy textures for plant-based and hybrid meat applications.
Addressing the critical nutrient gaps in plant-based diets, Seaweed & Co. focuses on iodine. Francesca Chetham, Nutrition and Business Development Manager at Seaweed & Co., identifies iodine as a neglected micronutrient, particularly given that Europe is considered iodine insufficient. Seaweed is positioned as the primary plant-based iodine source. Seaweed & Co.'s PureSea Protect utilises a lentil protein microencapsulation to deliver iodine. This clean-label solution not only masks seaweed's taste and odour for neutral-tasting products like sports nutrition powders but also protects sensitive compounds through gastric digestion, enhancing bioavailability. Chetham notes that this legume-based coating offers a clean-label alternative to synthetic or animal-derived carriers, meeting dual demands for functionality and consumer-friendly ingredients. The technology also shows promise for encapsulating other challenging nutrients like iron, zinc, polyphenols, and probiotics, which face stability and gastrointestinal tolerance issues.
What this means for United Kingdom
UK supplement manufacturers and brand owners must prioritise reformulation strategies to capitalise on flexitarian demand and mitigate whey price volatility. Ingredient specification for new product development should balance protein content, sensory attributes, and cost-efficiency. Manufacturers incorporating plant proteins must consider the nutritional completeness of their offerings, particularly iodine and other micronutrients prone to deficiency in plant-based diets. The market for clean-label, plant-based encapsulated ingredients presents a competitive advantage for delivering targeted nutrition. Compliance with upcoming EU/UK nutrient recommendations for plant-forward diets will be crucial, driving innovation in fortification and 'hybrid' product development to capture market share from consumers seeking both plant-based options and comprehensive nutrition.
This trend is being actively addressed by UK manufacturing partners including Supplement Factory.