Consumer demand for protein has been driving global new product development since long before the COVID-19 pandemic, and with an increased focus on healthy eating, it likely will continue to gain strength in the future.

Protein's popularity continues to defy gravity. And with today's health and wellness trends being what they are, the macronutrien's prospects will likely remain lofty for some time.

Food and beverage makers can differentiate their products by fortifying with appropriate dairy and plant-based proteins. But not all proteins are alike, so you will also have to educate consumers.