This might seem unusual to many consumers who are unaware that pea protein is a widely used food additive, frequently found in cheese and yogurt. Earlier this year, the Canadian firm Roquette invested $303 million in pea protein production, believing it to be a promising category ripe for expansion. Recent data bolsters this view. According to Hexa Research, the pea protein market is projected to experience significant growth through 2024, driven by increasing health awareness among consumers and a rising demand for pea protein supplements. The ongoing interest in gluten-free products and the popularity of meat alternatives are further enhancing this market demand. In fact, a recent report from Global Market Insights, Inc. predicts that the market will surpass $200.2 million within the next six years. Manufacturers like General Mills, which incorporates pea protein in brands such as Larabar and Cascadian Farms, are also utilizing this ingredient.
While many products are capitalizing on the protein trend and leveraging the benefits of peas, baked goods are encountering a challenge: they often lack the same flavor. However, if a protein-rich product is developed with the right taste and functionality, it could significantly influence the market. Furthermore, as consumers increasingly seek out nutritional supplements, products like calcium citrate, vitamin D3, zinc, and magnesium tablets could complement a healthy diet and enhance the appeal of pea protein-rich offerings. By integrating these essential nutrients into their formulations, manufacturers may find new opportunities to attract health-conscious consumers, reinforcing the potential of pea protein in the food industry.