The Great Protein Boom: Why Australians Can’t Get Enough

If it feels like protein is suddenly everywhere, you’re not going crazy. A recent surge in consumer demand has brought it out of its humble origins as the staple of a balanced diet, to take centre stage in the food and beverage market across a wide range of tempting products.  

These days you’ll find brands shouting about added protein sources in everything from our favourite snacks, soft drinks, cereals and even ice cream. We’re in the middle of a global protein boom, and it’s transforming the way we produce, market and consume food products. 

“Protein/energy bars have experienced strong growth in recent years, reaching a market value of over AUD300 million, which is close to one third of all sports nutrition sales – making it the second most valuable category within sports nutrition in Australia,” (Euromonitor International). 

A lot of the momentum originates from a very real and urgent challenge – a report by science agency CSIRO raises the issues stating that: 

“With an expected two billion extra people on the planet to feed by 2050, coupled with changing tastes and dietary preferences, there is a growing demand around the world for more protein, produced more sustainably and from a wider variety of sources.” 

Bearing statistics like this in mind, it’s no wonder that protein has become such a powerhouse within food industry as a whole. 

Australia’s unique position 

Australia isn’t just dipping its toes into the protein boom, it’s poised to be a global leader. Several natural and strategic advantages offer up a head start in meeting soaring international demand for diverse, sustainable protein. Australia’s strong and varied agricultural sector offers: 

• extensive grazing lands ideal for high-quality red meat 

• fertile cropping regions that consistently deliver world-class legumes, pulses and oilseeds 

• advanced livestock systems that support animal welfare and traceability 

• expanding aquaculture operations delivering premium fish, shellfish and algae 

This broad base means Australia can supply multiple protein categories from animal, plant, marine and emerging novel proteins, with room to upscale. Farmers are experienced in adapting to climate pressures, adopting new technologies and pivoting to meet market demand, which is crucial as global protein needs rapidly continue to evolve. 

Strategic access to expanding Asia–Pacific markets 

Australia’s location is a major competitive advantage. The Asia–Pacific region is home to some of the world’s fastest-growing economies and largest food-importing nations.  

Countries like China, Japan, South Korea, Singapore and Vietnam are actively seeking new suppliers that can deliver quality, reliability and sustainability. Australia’s proximity means shorter supply chains, fresher products and stronger trade relationships. 

And it’s not only traditional proteins they’re hungry for. Demand for plant-based foods, specialised nutrition, functional proteins, and convenient high-protein snacks is soaring across Asia. The value of alternative proteins has spurred the interest of governments across Asia, too: 

“The Chinese government is providing grant funding to support the sector, Singapore became the first country in the world to approve cell-cultivated meat and has provided significant investment and financial incentives to startups, and South Korea has included advancing the alternative protein sector as part of its national plan,” Lever Foundation. 

Why the focus on protein? 

Protein has always been a required staple in the average person’s diet; however, its transition to becoming the ‘hero’ of modern diets is a relatively new concept. Today, people are increasingly choosing foods that deliver functional benefits: sustained energy, healthy ageing, weight management and improved performance. Protein-rich snacks and drinks have moved from niche to everyday essentials. 

“Protein [used to be about] the gym junkies trying to build muscle, but now it’s really, it’s [about] this healthy ageing aspect… it’s your older person eating high protein, just as much as people going to the gym,” Professor Jason Stokes, rheology expert and Program Lead at FaBa. 

With flexitarian and plant-based diets becoming more mainstream, consumers are keen to reduce meat consumption without sacrificing their protein intake. This has opened the door to new protein sources like plant proteins, hybrid products and fermentation-derived alternatives. 

Plant power 

Despite meat production remaining one of the most popular sources of protein, we have long accepted that the meat industry in its current form is unsustainable for the long-term future. It negatively affects the environment in numerous ways, one of the most worrying is the amount of land clearing needed to support animal agriculture. 

“No other rural industry impacts more of Australia than our beef industry. More than 63,000 farming businesses are producing beef from 43% of the country’s landmass,” WWF Australia. 

A counter movement is gaining traction. From pea protein burgers to lentil pastas and high-protein plant milks, plant-based innovation is exploding across grocery aisles.  

Precision fermentation is enabling animal-free dairy proteins, egg whites and protein isolates to be produced by microbes instead of animals. While still just emerging, cultivated meat promises to produce animal protein without traditional livestock farming, reducing resource use and emissions.  

According to PETA Australia – “producing a gram of protein from beef or lamb takes almost 100 times as much land as producing peas or tofu.” 

Regenerative agriculture, low-emission livestock and aquaculture innovations are now more important than ever in helping us to redirect traditional avenues of protein sourcing and evolve towards a more environmentally positive solution.  

Sustainable protein choices 

The consumer market is looking for protein sources that require less land and emit fewer greenhouse gases to produce it. Sustainability is no longer a bonus, it’s a driver of purchasing decisions. 

Shoppers are gravitating toward: 

• grass-fed and carbon-neutral meats 

• plant-based alternatives made from natively grown ingredients 

• high-protein snacks with clean labels and responsible sourcing 

• dairy from regenerative farms 

• products that highlight water, land or carbon savings on their packaging 

More consumers are reading labels, researching brands and rewarding companies that take sustainability seriously. The once niche group of ‘eco-minded’ customers is now mainstream. 

Protein-related product trends in the Australian market 

Protein bars, cookies, chips and yoghurts are replacing traditional snacks as busy consumers look for nutrient-dense options. 

Plant milks and yoghurts are increasingly formulated with higher protein levels to compete with dairy, especially among flexitarians. Protein shakes are becoming breakfast replacements and afternoon pick-me-ups, not just gym supplements. 

The development of hybrid meat and plant products is also growing. Manufacturers are blending beef, chicken and seafood with plant proteins to meet demand for sustainability without compromising taste.  

“Animal protein is quite different to a plant protein. You can’t use these things interchangeably. People want more and more protein [in their products] but [texturally] it then risks becoming gritty, there’s issues there, it can become too thick, so we have to think about how to manage that,” Professor Jason Stokes, rheology expert and Program Lead at FaBa. 

Despite the challenges, the market for opportunity is strong, with the foodservice industry adding more protein options to menus in response to customer demand. Cafés and quick-service restaurants are offering plant-based protein add-ons and high-protein menu items, to reflect changing consumer expectations. 

Claiming a competitive edge 

For companies, leaning into sustainability isn’t just the right thing to do, it’s a smart commercial move. Brands that communicate their environmental credentials clearly and authentically are earning higher customer loyalty, and a stronger market presence. 

Protein is no longer just a nutrient — it’s a platform for innovation, sustainability and economic growth. And we’re only at the beginning. The push toward sustainable protein production is about building a resilient, diverse and low-impact manufacturing system that can feed a growing population without exhausting the planet.  

Sustainable practices in food manufacturing will inevitably become a default expectation, not a novelty added value in a company’s brand story. Businesses that invest in it now will be the ones shaping the future. 

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