8 Dec 2025
Bakery is catching up with the protein boom. What began as a trend in sports nutrition as pre- and post- workout bars and shakes, has quickly moved into everyday foods, and consumers are hungry for more. Protein is now appearing in foods they didn’t expect: their morning bread, their cookies, fudge, donuts, even their cheesecake1...
The data confirms their increased desire. 29% of shoppers now check bakery packaging for protein content, a number that rises to 40% in Asia-Pacific and 30% in North America2. At the same time, searches for high-protein desserts grew by 387% in 20251, and search phrases such as ‘low-carb protein bread’ and ‘high protein dessert, low carb’ show how rapidly consumers are exploring options online2.
This shift signals an accelerating preference and a powerful new purchase driver: consumers want baked goods that balance comfort with functionality. But increasing protein content changes how dough behaves, how textures form, and how sweetness is perceived, and it may add cost and complexity to the process.
How can producers make these products feasible, scalable, and irresistible to eat?
Why protein is attracting consumers?
What does this shift mean? Consumers no longer see health and pleasure as opposites. According to our Taste Tomorrow survey across 50 countries worldwide, protein now ranks among the top indicators of a ‘healthier choice’, and 1 in 4 shoppers are willing to pay more for baked goods that deliver nutritional benefits1, ideally without losing their familiar taste.
Protein satisfies hunger for longer, supports energy and weight management, and is linked to healthy aging – all strong, everyday reasons to add it to the shopping basket. As life gets busier, bakery products with added protein also provide an effortless, nutritious option for people on the go1.
As previously mentioned, online searches for protein-related baked goods are on the rise. More people are actively exploring how protein fits into their favorite categories, and whether (and where) these products exist2. They still crave flavor first, but choose the products that make them feel good after the last bite.
As our sensory specialists often observe, consumers don’t see protein as a trade-off anymore. They expect the same taste and texture they love with the added benefit of feeling fuller and healthier after eating. When those expectations align, the interest quickly turns into repeat purchase.
The growth opportunity for bakery
The market statistics confirm just how powerful this trend has become. The global high-protein bakery segment is valued at $4.46 billion in 2024 and projected to reach $6.69 billion by 2030, growing at an annual rate of 7%.
Bread remains the category powerhouse, accounting for 53% of all high-protein bakery revenue, but the fastest growth is happening in more indulgent products like cookies, muffins, snack bars, and cakes. Protein inclusion has evolved from a nutrition claim into a versatile tool for differentiation across both sweet and savory bakery.
But it isn’t identical across all regions.
- In North America, protein enrichment is tied to fitness, convenience, and on-the-go snacking
- Europe emphasizes clean-label, sustainability, and digestive wellness.
- Asia-Pacific is the fastest-growing region overall, driven by urban wellness trends and rising in middle-class population.
- And in the Middle East and Africa, halal compliance and clean-label expectations guide purchasing decisions.
Making protein work in industrial bakery
Moving from concept to production is where the real work begins. When protein content increases in a product, so do the demands on dough performance. Volume can shrink, crumb can tighten, and texture can firm up, leading to a disappointing product. It’s crucial to fine-tune hydration, mixing process, and proofing time to keep the dough elastic and the final product appealing.
The choice of proteins also shapes both structure and flavor. A well-balanced blend (pea as primary base, wheat gluten for structure, and chickpea or faba bean for nutrition and texture) helps achieve the right protein level while keeping flavor satisfying and familiar.
And while recipe design drives performance, effective labeling and communication defines credibility. Protein claims must be calculated on the finished product, not just the mix, and verified against local regulations and minimum thresholds. Getting this right early prevents rework later.
“We encourage teams to think of protein not as an ingredient to add, but as a variable to manage,” our technical specialists explain. “It affects every stage, like hydration, mixing, proofing, and baking. When you build with that mindset, scaling becomes far more predictable.”
Can consumers taste the difference?
Every great formula still needs proof from the people who matter most: consumers.
That’s why Puratos tests new concepts on the Sensobus, a mobile consumer research lab that travels to real shopping locations to gather live feedback from hundreds of shoppers in various markets.
In one such study in Austria, Puravita Protein outperformed the market leader Kornspitz for both taste and texture, and generated stronger purchase intent. The same research showed that 83% of consumers are interested in high-protein foods, and 63% would switch to a protein-enriched bread5.
These results mean one simple thing. When the sensory experience works, the concept works. Integrating consumer testing early in development allows teams to refine flavor and texture before scaling, turning a technical success into a market success.
Proven solutions for delicious protein-rich products
To scale the production of protein-packed goods, consistency is key. The Puravita range was developed to make that possible, blending targeted nutrition with consistent, line-ready performance.
Bread
Puravita Protein serves as a benchmark formulation, delivering approximately 11g-15g of protein per 100g across multiple applications e.g. breads, muffins, bagels, wraps, or bars.
Snacks
To answer the snacking trend, Puravita Break brings protein and fiber together in a ready-mix for soft bread bars, using grains and fruit. Its consistent bake performance and shorter development time help teams expand product ranges fast. Other bases support broader nutritional targets:
- Puravita Pulses for plant-based formulations.
- Puravita Fiber+ for gut-health and fiber claims.
- Puravita Sprouted Grains for natural sweetness and nutrient complexity.
Used together, they form a modular system, letting producers tailor recipes for specific nutritional claims without rebuilding formulations from scratch.
How Puratos supports you from concept to production
Protein is no longer just a claim on a label, it’s influencing how bakeries design and scale new products to answer the growing market demand. The brands that will lead are those that balance protein content with indulgence, validate with consumers early, and scale with precision and speed2. Industrial players that also link protein to other wellness trends like fiber, plant-based, or gut health will lead the next wave of innovation.
Puratos makes the process easier, combining consumer intelligence, technical formulation expertise, and sensory validation tools to turn insights into solutions that work and delight.
Are you ready to embrace the protein trend? Contact your local Puratos representative and gain a strategic partner ready to help you bring protein-rich goods to life as soon as possible.
REFERENCES
- Health meets indulgence in protein-packed pastry and baked goods – Taste Tomorrow
- The hottest bakery trends for 2026 – Taste Tomorrow
