North America Plant Based Protein Market Outlook, 2030

The North America plant-based protein market evolved with soy protein gaining ground in the U.S. and yellow pea protein expanding across Canada. Illinois, Iowa, and Minnesota continue to lead soy production, while Manitoba and Saskatchewan support a growing pea protein infrastructure. Canada’s regulatory framework under the Natural Health Products Regulations recognizes vegan protein blends as dietary supplements, allowing companies to market clean-label, muscle-supporting products without animal ingredients. Ingredion, ADM, Cargill, and Burcon NutraScience dominate ingredient production, operating facilities across the Midwest and Western Canada.

In November 2024, Ingredion entered a strategic alliance with Sweden’s Lantmännen to develop yellow pea isolates, combining Ingredion’s North American development capacity with Lantmännen’s USD 108.2 million investment in European infrastructure. Canadian firm Burcon partnered with Belgium-based Puratos to create canola-based protein ingredients for bakery and pastry sectors. U.S. and Canadian consumers continue to show interest in vegan, allergen-free, and natural protein sources, especially within fitness, wellness, and sports nutrition communities. Protein powders, bars, and ready-to-mix supplements with Non-GMO Project Verified and USDA Organic tags are growing in variety. Major stores including Costco, Target, and Loblaws stock private-label protein products alongside national brands. U.S. federal labeling oversight falls under the FDA, which regulates composition and usage of terms like “milk” or “meat” for plant-based alternatives. State-level debates continue over how plant proteins are displayed in retail. Gallup polls from 2023 showed vegetarian and vegan identification steady at 5-6% and 2-3%, respectively, while flexible eating patterns such as "Meatless Mondays" push more protein-curious buyers toward dairy- and meat-free products. In 2023, the U.S. had over 240 million people engaged in sports and fitness activities, a factor that drives protein blend demand across demographic groups.

According to the research report "North America Plant-based Protein Market Outlook, 2030,", the North America Plant-based Protein market is anticipated to grow at more than 6.13% CAGR from 2025 to 2030. North America’s plant protein market features continuous innovation across formats like meat analogues, beverages, and snacks. Beyond Meat and Impossible Foods remain leaders in the alt-meat space, using soy, pea, and potato proteins to deliver high-protein patties, nuggets, and ground meat alternatives. These are stocked in national chains such as Costco, Walmart, Whole Foods, and Sam’s Club. Protein powders and ready-to-drink products appear on GNC, Walgreens, and CVS shelves.

Ahimsa Industries, a U.S.-based food holding company, acquired Wicked Foods in June 2024 to strengthen the supply chain and diversify category offerings through cross-border consolidation. AI-driven formulation companies such as Motif FoodWorks and NotCo apply machine learning and biofermentation to mimic taste, texture, and aroma using plant or microbial protein bases. Rice, mung bean, and chickpea proteins are imported from Asia primarily from India, Vietnam, and China and enter ports in California and British Columbia for blending by local manufacturers. Bulk pricing in 2023 ranged from USD 2.4 to 3.8 per pound for pea concentrate, and USD 3.2 to 5.5 per pound for soy isolate, depending on purity, volume, and formulation type. Branded protein powder tubs retail at USD 19 to USD 32 across Amazon and iHerb. E-commerce channels serve the bulk of single-ingredient and specialty proteins, especially through direct-to-consumer (D2C) brands such as Orgain, Garden of Life, and Vega. U.S. Expo events such as Natural Products Expo West and SupplySide West feature emerging protein types and cross-category launches, including bakery, frozen, functional beverage, and pet nutrition. Consumers continue to use Amazon Subscribe & Save or specialty portals to refill vegan protein-based powders, energy bars, and drinkable blends.

Market Drivers

• Expansion of Clean-Label and Allergen-Free Diet PreferencesConsumers in the U.S. and Canada increasingly seek plant-based proteins that are gluten-free, soy-free, non-GMO, and allergen-friendly. This demand comes from both health-conscious adults and children with dietary restrictions. Brands like Ripple Foods (pea protein milk) and Sunwarrior (raw vegan protein) have gained traction through formulations that avoid major allergens. Retailers such as Whole Foods and Sprouts promote clean-label products with third-party certifications like USDA Organic and Non-GMO Project Verified. According to SPINS data, allergen-friendly plant protein powders saw double-digit growth in 2023, with higher demand in states like California, New York, and Oregon.
• Rise in Fitness, Vegan, and Flexitarian LifestylesThe rise in high-protein vegan diets and functional fitness across urban populations is pushing sales of protein shakes, bars, and fortified foods. According to a 2024 report from the Plant Based Foods Association, 57% of U.S. adults between 25-45 identify as flexitarian, with plant-based protein being their preferred supplement for workouts, recovery, and weight loss. Brands like Orgain, Vega, and Garden of Life have launched high-protein products (15-30g per serving) targeting gym-goers. DTC and Amazon sales of vegan sports proteins have surged, especially among runners, cyclists, and CrossFit users in cities like Los Angeles, Austin, and Toronto.

Market Challenges

• Pricing Gap Between Plant and Animal ProteinsPlant-based proteins often cost 1.3x to 1.8x more per kg compared to whey or meat proteins. Soy isolate and pea protein concentrate prices have seen volatility due to crop conditions in the U.S. Midwest and Canada. In 2023, pea protein prices rose by 12% due to drought in Saskatchewan. This affects mass affordability and limits growth in middle-income groups. Many retailers, including Target and Walmart, noted slower turn rates in mid-tier plant protein SKUs due to pricing.
• Regulatory Disputes on Labeling and Nutritional ClaimsThe U.S. FDA and USDA have increased scrutiny over how plant-based products label themselves. There have been conflicts over terms like “milk,” “meat,” and “cheese” used in plant-based products. In 2023, Missouri and North Carolina passed legislation to restrict labeling of plant-based meat analogs. Additionally, several lawsuits questioned protein quality claims, particularly with blends that lack a complete amino acid profile. These disputes complicate marketing for brands and add compliance costs.

Market Trends

• Investments in Precision Fermentation and AI-Based Protein DesignCompanies like Motif FoodWorks, Perfect Day, and NotCo are using AI and fermentation to create novel proteins that mimic animal proteins in texture and function. In 2023, Motif launched HEMAMI™, a heme-protein alternative made through fermentation. NotCo’s Giuseppe AI helps develop new formulations for Nestlé and Kraft Heinz. These technologies aim to improve sensory attributes and expand to high-protein dairy and meat replacements.
• Retail and E-Commerce Channel EvolutionTraditional grocery chains like Costco, Kroger, and Whole Foods now stock private-label plant protein powders and bars. Online platforms like Amazon, iHerb, and Thrive Market recorded strong year-over-year growth for vegan proteins in 2023. Direct-to-consumer (DTC) brands such as Gainful and KOS personalize protein blends based on fitness and nutrition goals. Subscription models and bundle offers have grown, especially in metro areas like New York, Seattle, and Vancouver.

Soy protein leads the North American plant-based protein market due to its long-established infrastructure, consistent crop yield, high protein content, and versatility across food, beverage, and supplement sectors.

In North America, soy protein dominates because it integrates deeply into agricultural, processing, and product formulation systems. The United States is the world’s second-largest producer of soybeans, with significant cultivation across Illinois, Iowa, and Minnesota. This ensures steady supply and competitive raw material pricing. Food manufacturers benefit from decades of soy R &D that improved texture, flavor neutrality, and nutrient delivery in protein isolates and concentrates. Soy's complete amino acid profile and digestibility score attract both athletes and general health-conscious consumers. Its role in sports nutrition powders, dairy-free milks, protein bars, and senior nutrition formulas shows wide category penetration.

Over 60% of plant-based burgers sold in the U.S. contain soy as a primary ingredient. Regulatory clarity from FDA on soy labeling and widespread certifications like USDA Organic and Non-GMO Project Verified support consumer confidence. Functional food formulators prefer soy protein for its emulsification, foaming, and gel-forming properties, giving it a performance edge over newer proteins. Soy protein’s price stability also makes it the first choice for private-label brands in retail. Key producers like Cargill, ADM, and DuPont Nutrition maintain large-scale manufacturing units with extensive distribution across North America. Their infrastructure enables just-in-time delivery for major F&B firms. The early introduction of soy milk and tofu in mainstream U.S. diets laid the foundation for consumer familiarity. Despite emerging interest in pea, rice, and chickpea proteins, soy remains the benchmark due to its nutrient value, yield economics, and scalable processing. Soy-based protein powders and RTD beverages remain top-selling SKUs in wellness aisles. Soy's established trust, proven performance, and price-accessibility anchor its leadership in the North American plant-based protein segment.

Plant-based meat products are the fastest-growing category in North America's plant-based protein industry due to aggressive innovation, mainstream retail availability, and growing flexitarian consumer behavior seeking sustainable, high-protein meat substitutes.

Plant-based meat is gaining rapid traction in North America, driven by consumers who do not fully eliminate animal products but regularly seek alternatives. Flexitarianism, rather than strict veganism, fuels the majority of this demand. Meat analogues made with soy, pea, and wheat protein now closely mimic taste, texture, and appearance of conventional meat, making them attractive substitutes without requiring major dietary changes. Companies like Beyond Meat and Impossible Foods have accelerated this growth through targeted product innovation using heme proteins, flavor compounds, and AI-designed formulations that enhance realism.

Their plant-based burgers, sausages, and ground meats are now found in fast food chains, major grocers, and meal kits. Product placement in QSRs like Burger King, Starbucks, and KFC exposes plant-based meat to millions of meat-eating consumers who might not shop in vegan aisles. Pricing remains higher than conventional meat, but increasing scale and competitive promotions in retailers like Walmart, Target, and Costco help narrow the gap. Investments in food tech startups using fermentation, mycoproteins, and cell-free production enhance the future of this category. Annual trade events like Natural Products Expo West regularly showcase over 100 plant-based meat innovations, drawing interest from investors and large CPG firms. Sustainability remains a key marketing point, as plant-based meats reduce land use, water consumption, and emissions compared to beef and poultry. Regulatory support, including USDA approvals and new protein labeling rules, enhances consumer clarity. SPINS data shows double-digit annual growth in plant-based meat dollar sales in North America, despite broader category slowdown in other areas like dairy alternatives. This reflects how meat alternatives tap into evolving food habits, supply chain readiness, and food tech innovation to lead category growth in plant-based proteins.

Protein concentrates dominate the North American plant-based protein market due to their lower cost, functional versatility, cleaner flavor profile, and easier inclusion in mass-market formulations compared to isolates and textured proteins.

Protein concentrates, especially from soy and pea, hold a larger market share in North America because they deliver balanced protein content without the need for intensive refining. Unlike isolates, which involve additional processing to reach over 90% protein purity, concentrates maintain a protein content around 70-85%, preserving more of the original plant matrix. This makes them suitable for clean-label applications where minimal processing is valued. Concentrates offer a smooth mouthfeel and mixability, which aligns with mainstream consumer taste expectations in protein shakes, baking mixes, snack bars, and breakfast foods.

From a cost perspective, concentrates are cheaper to produce and purchase, giving brands flexibility in pricing while maintaining protein claims on packaging. Mid-sized brands and private-label players across U.S. and Canada heavily rely on concentrates in mass-market applications because they achieve desired protein levels without high formulation cost. Major suppliers like Ingredion, Roquette, and ADM maintain robust production capacity for pea and soy protein concentrates in the U.S. Midwest and Ontario, ensuring reliable regional sourcing. These facilities cater to beverage, meat alternative, and nutrition product manufacturers through bulk contracts. The formulation properties of concentrates solubility, viscosity control, and water-binding are particularly useful for bakery, cereals, and confectionery products. E-commerce channels such as Amazon, Vitacost, and iHerb feature hundreds of concentrate-based protein SKUs due to their neutral flavor and compatibility with various dietary trends. Foodservice also favors protein concentrates in plant-based menu development because of their ease of use and price stability. Since most consumers in protein-rich food categories prioritize cost-effectiveness, nutritional value, and mild taste, protein concentrates provide the best fit for scalable, flavor-neutral plant-based protein solutions in North America.

The United States leads the North American plant-based protein market due to its advanced food technology ecosystem, high domestic crop production, broad consumer adoption, and large presence of global food manufacturers and retailers.

The U.S. dominates the plant-based protein industry across North America because of its deep agricultural roots, sophisticated processing infrastructure, and early consumer exposure to alternative proteins. With over 85 million acres of soybeans and increasing acreage for peas and mung beans, the U.S. ensures strong raw material availability for both concentrates and isolates. Major players such as Cargill, DuPont, ADM, and Bunge operate expansive processing units that convert crops into high-quality protein ingredients, supplying both domestic and export markets. The U.S. market saw early entry of plant-based dairy and meat brands like Silk, Tofurky, Beyond Meat, and Impossible Foods, which built wide consumer familiarity.

These brands gained rapid acceptance through distribution in chains like Whole Foods, Target, Kroger, and Walmart. U.S. consumers, particularly Millennials and Gen Z, show higher dietary experimentation with plant-forward diets, driven by clean label preferences, environmental concerns, and fitness trends. Regulatory clarity by the FDA and USDA, along with widespread adoption of certification schemes like Organic, Non-GMO Verified, and Plant-Based Certified, helped standardize the market. The U.S. hosts major food innovation hubs including California, Illinois, and Minnesota where startups, academia, and corporates collaborate on protein extraction, flavor masking, and fermentation technologies. E-commerce platforms like Amazon and D2C models from brands like Huel, Ritual, and KOS expanded reach across urban and rural regions. Heavy investment from venture capital firms and food conglomerates further boosts innovation. Natural Products Expo West and SupplySide West, both hosted in the U.S., are among the largest global platforms for new product launches in plant-based categories.