Food Shortages

Protein Hybrids: Innovation or Potential Controversy?

Growing Concerns Over Global Food Security

Food shortages and the environmental challenges affecting global supply chains are concerning for consumers. Over the next decade, food systems may struggle more visibly to meet the growing demands of a rising global population.

Pressure on Stakeholders to Adapt

Around the world, governments, public health organizations, and food and beverage companies are facing pressure. This is because supply chains are less capable of feeding everyone. As a result, this has prompted a growing focus on alternative protein sources that could help ease shortages. They could also reduce malnutrition, and address diet-related health issues. This could particularly be the case in developing regions where climate change and shifting dietary habits are worsening the strain on supply systems.

Consumer Awareness and Concern Is Rising

Consumer insights from FMCG Gurus reveals widespread awareness of these challenges. Many are concerned about food shortages, whether due to the visible effects of climate change, reduced product availability in stores, or rising food prices driven by scarce ingredients. As a result, there is increasing recognition that the food industry must undergo fundamental change to ensure long-term sustainability.

Solutions in Sight

Several solutions are being explored, including the use of Artificial Intelligence in food production and the development of alternative proteins, such as those derived from marine sources. One particularly promising concept is the rise of protein hybrids, products that blend both animal-based and plant-based proteins. These hybrids aim to reduce dependence on animal proteins while appealing to consumers who might be skeptical of fully plant-based options.

Shifting Diets in the Name of Sustainability

Many consumers are already shifting their diets to be more sustainable, often by cutting down on animal-based products. While most still believe that large-scale change is primarily the responsibility of governments and corporations, often citing corporate greed as a root cause of environmental issues, they also understand that individual actions can make a difference. In turn, they’re more likely to support brands that reflect their values and commitment to sustainability.

The Rise of Plant-Based and Flexitarian Eating

The popularity of vegan, vegetarian, and flexitarian diets has grown in recent years, though adherence varies. While many consumers are reducing meat, dairy, and fish consumption due to concerns about animal welfare, carbon emissions, and the environmental impact of agriculture, long-term commitment can be inconsistent. This is largely because factors like taste and nutrition often outweigh sustainability when it comes to actual purchase decisions. Many still believe plant-based alternatives fall short in flavor and may not provide all the necessary nutrients.

Why Protein Hybrids Make Sense

This is where protein hybrids offer a unique advantage. By blending the sensory appeal and nutrition of animal products with the sustainability of plants, they can appeal to a broader audience, including those who are hesitant about fully plant-based options.

Addressing Taste and Nutrition Barriers

The food industry acknowledges that protein hybrids could play a key role in addressing two major challenges: the need for sustainable, scalable protein solutions, and the negative perceptions surrounding the taste and nutritional value of current plant-based products. According to FMCG Gurus consumer insights, 56% of global consumers are open to the idea of protein hybrids, signaling strong potential for growth. However, it's important to note that there remains a segment of consumers who strongly oppose the concept, highlighting the need for clear communication and thoughtful product development moving forward.

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This article is based on FMCG Gurus: Protein Hybrids - A New Opportunity or Potential Backlash? Trend Resource. For more information, please contact us at info@fmcggurus.com.

How global politics is influencing consumer behavior in 2025

Fear

In 2025, where politics is divisive and the threat of conflict can feel ever present, around one third of consumers have feelings of worry about global conflict or the risk of war. These feelings of stress can then have an effect on how consumers behave. Also, it can impact on the purchasing choices they make, both consciously or unconsciously. With the US’ newly introduced “America First” policy with tariffs, consumers are expected to feel worried about prices rising and food shortages increasing. This can result in panic buying as well as impacting how American brands are perceived with local products being viewed as “safer” options. 

Furthermore, high levels of migration are also causing panic among consumers, especially those from the older generations. As a result, there has been a 10% increase in the proportion of consumers who prefer products with “traditional” flavors over unusual or exotic. This is a result of consumers retreating back to the comfort of what they know in a time of heightened polarization and constant change.

Anger

Consumers can also have an angry reactionary approach to global politics, expressing their frustration through their purchasing choices. With the newly introduced US tariffs, many consumers in affected areas are demonstrating anti-US sentiment in their purchasing decisions. One of the key methods consumers can use in order to express frustration with global politics is through boycotts. FMCG Gurus' consumer insights show that 27% of consumers have actively taken part in a boycott before. This is made even easier today, where there is a plethora of choice available to consumers. In 2025, there are boycotts against US brands happening in Canada and the EU. Consumers are encouraged to choose local products as a political stand against the new tariff policy. 

Furthermore, with the growth of social media, consumers not only consider the political stance of the brand, but the key individuals within the company as well. In 2025, Elon Musk, CEO of Tesla, caused backlash against his company by supporting Donald Trump and his international policy. As a result, Tesla have experienced a massive decline in sales as consumers cannot and do not want to separate the individual from the product.

Activism

In contrast, brands can also attract consumers by taking a political stance on certain issues. This includes generating support from those who share those views so brands have the opportunity to build a strong base. This can be done by demonstrating a willingness to publicly express approval or disapproval for certain foreign affairs. For example, Ben and Jerrys have utilized this technique in the past. The brand organized campaigns to support environmental policies and providing products at events supporting policy reform. Examples of this include Black Lives Matters and International Women’s day. However, in expressing strong opinions, brands also risk alienating consumers with differing opinions, and creating the chance for boycotts.

This article is based on FMCG Gurus - Global Politics and Consumer Choice - Trend Report - 2025. To discover more, please click here.

How supply chain shortages affect brands in 2025

Introduction: Supply chain shortages directly impact consumers

The global landscape is intricately connected through a web of politics, trade, travel, and culture. As a result, actions in one part of the world can directly influence prices and the availability of goods elsewhere. This interconnectedness means that brands remain vigilant about potential supply chain disruptions. In doing so, they find ways to adapt to meet consumer demand. This article explores the primary factors contributing to supply chain shortages worldwide. In addition, we will present case studies of recent and ongoing shortages to assist brands in navigating and strategizing effectively.

Climate change: The impact on cocoa production

In 2025, cocoa prices have soared to unprecedented levels. This is due to climate change, which is contracting the “cocoa belt”—the specific regions where cocoa can be cultivated. Increased temperatures and drier conditions have led to a significant decline in cocoa yields, driving prices up. Given the ongoing threat of global warming, chocolate manufacturers must devise strategies to address the cocoa shortage.

One immediate tactic brands could employ is to minimize their cocoa consumption. A straightforward method is to reduce the size of their products, thus using less cocoa. However, this method, referred to as “shrinkflation,” is unpopular with consumers. Particularly those who are reluctant to pay the same price for a smaller quantity. An alternative approach is to enhance products with other ingredients such as biscuits, nuts, or caramel. Or to shift focus toward items with lower cocoa content, like milk or white chocolate. This strategy is effective when framed as the creation of new products tailored for specific occasions, rather than merely reformulating established products that consumers rely on for their consistency in a fluctuating market.

Extreme weather: The effect on oranges

The price of oranges has recently surged to record levels due to a global shortage. In both the United States and Brazil, orange crops have been severely impacted by “greening disease". This is an incurable condition that has drastically reduced yields. These challenges are compounded by extreme weather events worldwide that have further diminished the capacity to grow oranges. For instance, in October 2024, Spain’s Valencia region faced devastating flash floods, destroying thousands of hectares of orange orchards. Concurrently, Florida experienced one of the most intense hurricanes on record, which sharply curtailed orange production. Brazil, too, has suffered from a severe drought, leading to additional losses in crop yield. Collectively, these factors have resulted in a global shortage and a resultant increase in prices.

To tackle the orange shortage, some brands are turning to alternative citrus juices or blends in their products. Mandarins, which are low in calories and high in Vitamin C, serve as a viable substitute for oranges for some brands. Like with cocoa, these alternative citrus products are most effective when marketed for specific benefits (for instance, immune support), as opposed to being presented as direct replacements for a familiar flavor. To maintain taste, some companies are mixing orange juice with other citrus varieties. However, consumers may expect lower prices if they perceive the product as not being completely "pure". Both approaches offer immediate solutions to the shortage. However, they are not sustainable long-term, especially with the demand for oranges remaining high.

Disease: The challenges of globalization

As previously noted, the global orange shortage is partly attributed to disease impacting crop yields. This is a common challenge for crops cultivated in large monoculture farms that lack adequate protection, such as oranges and bananas. Globalization complicates this issue, as contaminated products can spread worldwide, making it difficult to contain and manage plant diseases. As a result, brands must remain prepared to respond to sudden shifts in crop yields.

A long-term solution for brands is to invest in genetically modified crops that are resistant to disease. Developing cures or vaccines for plant diseases may require decades of research. This does not guarantee future protection against various diseases. Genetically modifying oranges and bananas can shield them from existing and emerging threats, including climate-related challenges. However, FMCG Gurus' consumer insights reveal that 61% of global consumers express a preference for non-GMO products. This preference is rooted in concerns about insufficient research around GMOs and the fears that they pose long-term health risks. Therefore, while GMO oranges and bananas could offer brands a chance to utilize disease-resistant products, they also carry the risk of consumer backlash.

This article is based on FMCG Gurus – Future-Proofing Supply Chains – Country Reports 2025. To discover more, please click here.

Top Trend 2 - Green Horizon

Introduction

Increased consciousness regarding environmental issues has amplified consumer anxieties, particularly concerning food waste, carbon emissions, and global warming. These worries are rooted in various factors. For example, direct health repercussions, natural resource depletion, and the repercussions of elevated temperatures on food availability. Consequently, consumers recognize the link between food production practices and climate change. This underscores the necessity for measures to protect food reservoirs and disrupt the cycle of environmental degradation. 

Biodiversity

As environmental awareness expands, consumers are increasingly acknowledging the importance of biodiversity. Consumers are also more aware of the profound influence of animals, plants, and insects on the planet. This heightened awareness coincides with a growing concern about species extinction, largely attributed to human-induced factors. The extinction of species yields numerous consequences. This includes disruptions in supply chains and potential food shortages stemming from the impact on the food lifecycle. Consequently, consumers are advocating for efficient food production techniques and the implementation of "smart" agricultural practices by manufacturers. These approaches seek to conserve scarce resources and safeguard animal, insect, and plant species, taking into account their far-reaching effects. 

Carbon Footprint

Four out of five consumers deem it essential for food and beverage brands to take action to counteract their carbon footprint. This is because they recognize the substantial contribution of businesses and agriculture to environmental challenges. This recognition underscores a cycle where the industry is both affected by and contributes to the adverse effects of global warming on food supply chains. As a result, this emphasizes the urgent need for brands to implement measures across the supply chain to diminish carbon emissions and openly communicate these endeavors. Consumers increasingly urge brands and manufacturers to actively address the elimination of their carbon footprint. They express the aspiration for brands not only to neutralize but to exceed their carbon emissions. This reflects a growing emphasis on environmental consciousness among consumers who prioritize aligning with brands that share their values and perspectives on sustainability. 

The Ethical Treatment of Farmers

Consumers are in pursuit of brands that prioritize the ethical treatment of farmers. FMCG Gurus' consumer insights highlight that over a third of global consumers are actively seeking ways to embrace a more environmentally sustainable way of life. This commitment highlights a willingness to boycott brands based on their ethical standing. As a result, this demonstrates a clear connection between environmental concerns and consumer actions. Additionally, consumers are scrutinizing ingredient lists and product assertions, particularly those related to environmental sustainability across their dietary, lifestyle, and purchasing patterns. There is a noticeable decline in trust in brand practices and policies. This is influenced by extensive coverage of greenwashing and exaggerated claims in the media. This skepticism also translates into a preference for avoiding environmentally harmful ingredients, underscoring a strong consumer inclination toward eco-friendliness in both dietary and lifestyle choices.

Food Waste

Consumers are becoming more aware of the magnitude of food waste, acknowledging its significant ethical, environmental, and financial implications. Media exposure of food service establishments and retailers disposing of perfectly edible food based on shape, size, or appearance has elicited an emotional reaction from consumers. Although there is an understanding that consumer behavior plays a role in food waste, such as purchasing items and forgetting about them until they spoil, consumers attribute a substantial portion of the waste to products with limited shelf lives. The food and beverage industry should tackle this issue through measures like streamlining supply chains and devising packaging innovations that extend product shelf life without the use of preservatives.

This article is based on FMCG Gurus: Top Trend 2 – Green Horizon – Global Reports 2024. For more information, please click here.

Opportunities for Protein Hybrids: Enhancing Nutrition and Appeal

Introduction

The trend of consumers adopting diets that involve avoiding or moderating animal-based products is spreading globally. These individuals look to align their dietary choices with their ethical, environmental, and health goals.

However, many consumers find it challenging to completely give up dairy and meat in the long run. Interestingly, the plant-based market has experienced a slowdown in sales over the past year. This presents an opportunity for brands to explore new possibilities within the plant-based market. By creating innovative products, they can attract late adopters to the market and assist consumers in adhering to alternative, flexitarian dietary plans.

In this blog, we will delve into consumer perceptions, various diet approaches, and the potential for protein hybrids. Examining the environmental concerns surrounding food production, we will explore how protein hybrids have the potential to address environmental issues and contribute to a more sustainable and eco-friendly food system.

What are Protein Hybrids?

Protein hybrids offer a range of advantages, including the ability to elevate nutritional value, facilitate the creation of plant-based alternatives for meat and dairy products, and align with diverse health and wellness trends. Plant proteins extend beyond food and beverages, but also encompass fields such as supplements, pharmaceuticals, agriculture, and biotechnology. Moreover, protein hybrids are gaining popularity due to their multitude of benefits. 

Health and the Environment

Consumer motivations around dietary choices are increasingly driven by health, environmental, and ethical considerations. As people become more aware of the challenges posed by animal agriculture, they are finding plant-based alternatives more appealing due to their perceived ethical and environmental benefits, with particular concerns surrounding dairy products. For instance, FMCG Gurus' consumer insights reveal that 45% of global consumers eat/drink dairy alternative products. Of these consumers, 70% do so because they deem plant-based alternatives as healthier than regular milk products.

Additionally, over half of consumers view plant-based products as more trustworthy in comparison to their traditional counterparts.

Food Shortages are Intensifying

The global food supply is facing the challenge of food scarcity and FMCG Gurus' market research highlights that 43% of global consumers are concerned about food shortages. Meat-based protein hybrids present promising solutions to address these shortages. By enabling increased protein production, these hybrids offer the potential for a more resource-efficient alternative to traditional animal agriculture. This can help alleviate the environmental and resource impact associated with livestock farming, leading to a more sustainable, environmentally conscious, and resilient food system.

Furthermore, meat-based protein hybrids can complement plant-based diets by providing a balanced intake of essential amino acids and nutrients. This ensures that consumers can meet their daily dietary requirements while minimizing the reliance on traditional animal-derived products.

Consumer Attitudes Toward Protein Hybrids

Protein hybrids have the potential to make the shift to plant-based alternatives more appealing for individuals who follow meat-based diets. For those who find it difficult to completely give up animal products, protein hybrids provide an opportunity for imitation. For instance, FMCG Gurus' consumer insights reveal that 58% of global consumers found the idea of protein hybrid products appealing or very appealing. Of these consumers, 44% said this appeal is because they struggle to give up animal-based products completely. This allows consumers to continue enjoying the familiar taste and nutritional qualities of certain products while incorporating plant-based and alternative ingredients.

By incorporating protein hybrids into their diets, individuals can make the transition to different dietary choices more manageable, especially for those who have specific preferences or habits related to animal-based products.

Additionally, protein hybrids offer the advantage of being more environmentally friendly. In fact, more than a third of consumers perceive them as such. This further emphasizes the potential benefits of protein hybrids in terms of sustainability. 

This article is based on FMCG Gurus: Opportunities and Challenges around Protein Hybrids – Global Report 2023. For more information, please click here.

Food Waste and Shortages: Alternative Protein Sources

Introduction

The climate crisis is impacting food production in several ways. Extreme weather events, such as droughts, floods, and heatwaves, can damage crops and disrupt supply chains. Changing weather patterns and temperatures can also affect the growth and productivity of agricultural crops. Additionally, the loss of biodiversity can impact crop yields.

Over the next decade, the inadequacy of food supply chains will be emphasized by food waste and shortages, population growth, and erratic weather conditions. To address these challenges, companies in the food and beverage industry must continue implementing sustainable practices, such as promoting regenerative farming and sourcing ingredients from sustainable and resilient supply chains. These efforts will lessen the impact of the climate crisis on food production and ensure a more sustainable and secure food system for the future.

Consumer Concerns

Consumers have become more attentive to the environmental credentials of food and drink brands. Some critical concerns among consumers include food wastage and shortages. For instance, FMCG Gurus’ consumer insights highlight that 68% of global consumers are concerned about food waste and 43% are concerned about food shortages. This highlights the direct impact of these environmental issues on health and the damage to natural resources. Additionally, consumers are aware that rising temperatures can have an effect on food supplies due to increasing temperatures.

As a result, more needs to be done to protect food sources. Companies must ensure corporate and social responsibility should be put at the forefront of brand philosophy and implemented along the supply chain.

Packaging Innovation

Consumers deem short shelf-life one of the biggest contributors to food waste. For example, FMCG Gurus’ market research reveals that 59% of global consumers state short shelf life of products is the main contributor to their food waste. This highlights the opportunity for packaging innovations by extending the shelf life of products without using preservatives. In doing so, brands must provide maximum reassurance over the safety and quality of such products to ensure appeal.

Alternative Protein Sources

With inadequate food supply chains, the plant-based market is more of a necessity than ever before. This creates an opportunity for the plant-based market to offer an alternative protein source amid these food shortages. It is important to note that over the last couple of decades, plant-based products have moved away from being a niche, but are part of a large proportion of consumers' diets. Many consumers incorporate plant-based products in their diets through an avoidance or moderation of animal-based products, due to health, sustainability, and ethical concerns.

As a result, brands must position plant proteins and hybrids as a necessity to help address the food crisis. FMCG Gurus’ consumer insights reveal that consumers find a variety of plant-based protein sources appealing. For instance, 60% of global consumers find nut protein appealing, followed by 56% who deem soy protein appealing. However, during today’s cost of living crisis, the plant-based market must address barriers of affordability in this market to enhance the value and appeal of protein sources and hybrids.

Upcycled Ingredients

Over the last couple of years, upcycled ingredients have become a growing trend from a new product development perspective. With excess food being put back into the supply chain as opposed to adding to food waste, consumers find this process appealing due to its ethical and environmental benefits. For example, FMCG Gurus’ market research reveals that 71% of global consumers say they find upcycled ingredients appealing. The reasons for this are due to associations with naturalness and tackling food waste.

Additionally, during a cost-of-living crisis, upcycled ingredients will have higher appeal, enabling these ingredients to be positioned as a win-win for the environment and the consumer.

The article is based on FMCG Gurus: Addressing Food Waste and Shortages – Global Report 2023. For more information, please click here.