# Cruelty-Free Protein Health-focused consumers get protein without guilt from plant-based products. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Jul 19, 2016 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/crueltyfree-protein ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## What is the Cruelty-Free Protein trend? **Cruelty-Free Protein:** As consumers become better informed about where their food comes from and the impact of their food choices, many are turning to plant-based alternatives to animal products. This is extending across categories, including the health and wellness industry, where consumers are seeking cruelty-free sources of protein. Allowing health-minded individuals to satisfy both their nutritional needs and their desire to avoid animal products, this approach to health supplements offers shoppers the best of both worlds. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 22, 2014 to Jul 5, 2017 - Published: Jul 19, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Cruelty-Free Protein trend ### Plant-Based Protein Consumers are seeking cruelty-free sources of protein in the health and wellness industry. ### Protein Enriched Beverages Athletes and fitness enthusiasts can up their protein intake, without consuming unhealthy ingredients in the process. ### Gluten-Free Protein Substitutes Health-conscious consumers who are seeking out flavorful substitutes are turning to simple, all-natural one-ingredient replacements. ## What the Cruelty-Free Protein trend means for industry ### For Food & Beverage Innovation in the food and beverage industry is providing health-minded individuals with cruelty-free sources of protein. ### For Fitness Athletes and fitness enthusiasts have access to protein-enriched beverages which support muscle growth and recovery. ### For Health & Wellness Consumers are searching for gluten-free protein-rich foods to support healthy lifestyles. ## Workshop question How can your brand take clues from culinary shifts in plant-based ingredients to become more environmentally responsible? ## Trend signals for Cruelty-Free Protein Trend score 3.6 out of 10, from popularity 53%, activity 48%, freshness 8%. - Popularity: 53% - Activity: 48% - Freshness: 8% ## Examples of the Cruelty-Free Protein trend 6 featured examples from Nov 22, 2014 to Jul 5, 2017. - [Protein Water Beverages](https://www.trendhunter.com/trends/protein-water): For Goodness Shake's Water is Packed with 20 Grams of Protein (Category: Lifestyle) Implication: The fitness and health industry can harness the opportunity to market protein water beverages to a broader range of consumers. - [Plant-Based Protein Drinks](https://www.trendhunter.com/trends/botan-protein-drink): The Botain Protein Drink is a Delicious Vegetarian Alternative (Category: Lifestyle) Implication: The food and beverage industry can continue to innovate and expand its plant-based options to meet the growing demand for vegetarian and sustainable products. - [Protein-Enriched Waters](https://www.trendhunter.com/trends/on-protein-water): The 'ON Protein Water' Range Supports Muscle Growth and Recovery (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop innovative sports nutrition products that cater to the specific needs of athletes and fitness enthusiasts. - [Plant-Based Protein Supplements](https://www.trendhunter.com/trends/spirulina-granules): These Spirulina Granules are an Easy Way to Up Your Protein Intake (Category: Lifestyle) Implication: Companies in the supplements and nutrition industry can leverage the trend of plant-based protein supplements to create new products and expand their customer bases. - [Yoga Protein Powders](https://www.trendhunter.com/trends/healthy-protein-powder): Zen-tein is a Healthy Protein Powder Designed to Fit a Yogic Diet (Category: Lifestyle) Implication: The health and wellness industry can benefit from the rise of plant-based protein powders and superfood-infused protein powders that cater to specific dietary needs. - [Protein-Rich Chickpea Crumbs](https://www.trendhunter.com/trends/gluten-free-breadcrumbs): Watusee Foods' Gluten-Free Breadcrumbs are an Alternative to Panko (Category: Lifestyle) Implication: Companies in the food and beverage industry have the opportunity to create new and innovative products that cater to the growing demand for healthier, gluten-free options. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)