In its annual report, the dairy-based protein and prebiotic manufacturer noted a shift in how consumers access information in 2025, with AI changing how consumers find, plan and buy into nutrition, social media continuing to spread information at rapid speed, and GLP-1 medications becoming more affordable and accessible.
The report highlights that these changes have impacted consumer demands.
“Consumers want it all: guidance, convenience, transparency, quality—and most importantly, results,” it notes. “Meeting these expectations will be a defining challenge for brands in 2026.”
Protein and its new crew
Data from Innova Market Insights shows that nearly 60% of global food and beverage consumers now actively incorporate more protein into their diets.
However, following the year of the proteinification of everything where foods such as cereals and chocolate bars have been redefined as ‘healthy’ thanks to protein fortification, brands will need to stand out to impress the 2026 consumer, according to FrieslandCampina.
It predicts that the new Protein+ category will maintain the macro group’s popularity as consumers report seeking to combine high-quality protein with functional ingredients to deliver holistic wellness.
“Protein products have been building momentum for years, but 2026 will be the year they truly shine,” the report reads. “Demand is particularly strong among Gen Z and Millennials, 50% of whom report following a high-protein diet while increasingly seeking brands that also emphasize fiber and gut health on pack.”
The brands that will continue to lead are going to be the ones that combine protein with ingredients such as prebiotics, vitamins and fiber, said Sophie Zillinger Molenaar, global marketing lead at FrieslandCampina Ingredients.
She added that protein drinks are poised to grow in popularity, as fermentation enables innovative ingredients to combine whey protein, prebiotics and probiotic cultures into blends that can support gut health and muscle function through the gut–muscle axis.
The fiber frontier
The report also highlights fiber as a stand-alone trend following the year of “fiber-maxxing”, the movement that pushed fiber into the spotlight as a hero nutrient in modern wellness thanks to the increased understanding of the importance of the gut microbiome.
However, consumers are no longer just focusing on how much fiber they consume but which fibers deliver targeted benefits, according to Marieke Schoemaker, research specialist, R&D nutrition at FrieslandCampina.
“More than half of global consumers associate fiber with digestive health, and one in five has actively increased fiber intake over the past year,” she said.
“Consumers are looking for fibers that do more than aid digestion—they want benefits across the gut–brain, gut–immune and gut–muscle axes. Prebiotic fibers such as galacto-oligosaccharides offer science-backed solutions that support both gut health and mental well-being, making everyday snacks and drinks more functional and appealing.”
Cravings under control
As appetite suppressors glucagon-like peptide-1 (GLP-1) agonists grow in popularity, consumers are eating fewer meals and reduced portions, which can result in lower nutrient intake, making it harder to maintain muscle mass.
According to research, as much as 40% to 60% of total weight loss from GLP-1 usage may come from lean muscle loss. As a result, many GLP-1 users are now looking for compact formats that deliver a full dose of essential nutrients in quick, small bites, the report reads.
Brands that deliver indulgent, convenient, and functional formats will capture attention and loyalty from this growing audience, Jean Nyakayiru, research specialist, R&D nutrition at FrieslandCampina, explained.
“With more GLP-1 users seeking smaller, controlled portions, there’s renewed demand for bars and snacks that deliver satiety, nutrition and indulgence in every bite,” he said.
This could include ingredients such as caseinates—the soluble milk proteins derived from low fat and fat-free milk, which according to Nyakayiru are emerging as a “sustained-release superstar, delivering a slow and steady release of amino acids to support long-lasting muscle protein synthesis.”
