Protein Innovation: Shakes & Puddings Fuel Functional Growth

In the evolving world of functional foods, protein continues to lead the charge. According to Innova (2024), 42% of consumers rank protein as the most important ingredient, with over a quarter seeking it out specifically to improve physical appearance.1 The popularity of protein-enriched foods is no longer confined to gym-goers—it’s now a mainstream lifestyle preference, especially among younger consumers. 

Protein Shakes: From Niche to Necessity 

Once the domain of athletes, protein shakes have gone mainstream. Today’s North American consumers seek convenient, health-forward options, and protein beverages are meeting them with clean labels and lifestyle-driven claims like low or no added sugar, reduced fat, and no preservatives.1 

Younger demographics—especially millennials—are shaping the conversation, while parents increasingly seek kid-friendly protein shakes that combine taste, nutrition, and convenience.1 Plant-based options are gaining share, with pea, soy, rice, and chickpea protein stepping into the spotlight.1 Meanwhile, innovation is accelerating, with patent activity rising as formulators explore novel blends and functional pairings. Notably, fiber now ranks as the second most desirable functional ingredient after protein.1

The high-protein pudding market in North America is on an upward trajectory, projected to reach USD 70.8 million by 2034, growing at a CAGR of 4.8%.2 This growth reflects increasing demand for indulgent, protein-rich snacks that align with health and wellness goals.2

Chocolate leads as the preferred flavor, and while animal-based protein still dominates the pudding space, plant-based offerings are quickly gaining momentum—especially as consumers seek dairy-free, clean-label solutions.1 

Explore One Mix, Two Ways 

Optimizing the demand for better-for-you puddings and protein packed shake mixes, IMCD has developed the Insta-Nourish Pudding Shake Prototype Concept.  

Check it out! 

A deliciously indulgent plant-based powder mix that is packed with protein and fiber. Perfect as a guilt-free treat you can enjoy as a pudding or blend it into a protein-rich shake. 

 

Concept Highlights​ 

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