Plant protein is a growing market representing 16% of all new product launches in the sport nutrition category (Innova, 2018) and the global plant-based protein market is estimated to have been valued at USD 18.5 billion in 2019 and is likely to reachUSD 40.6 billion by 2025, growing at a CAGR of 14%. [1] According to data from Mintel, the importance of flavor is a key purchase driver - over 75% of consumers are influenced by flavor choice when purchasing a sports nutrition product - so creating innovative flavors for this market must remain a priority for any brand looking to thrive.
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