Animal proteins continue to play a leading role in the global consumer's diet, but they are being challenged to evolve. Pressure for sustainability, demographic changes, new food priorities, and technological advances are reshaping the future of meat, sausages, marinades, and the entire value chain surrounding animal protein.
What can we expect from the animal protein market in the coming years?
Even with the growth of plant-based proteins and alternative proteins, projections indicate that global meat consumption will continue to expand, especially in emerging markets. In Brazil, data from ABPA show that the country remains one of the world's largest exporters of chicken and pork, with a steady increase in exports and still significant domestic consumption.
Next, we will explore the trends and behaviors that are shaping animal protein consumption in Brazil:
More anxious and demanding consumers
Consumer behavior is also undergoing a complete transformation. Better informed and more connected, today's consumers don't just buy taste—they buy stories, values, and experiences. Research by Mintel (The Future of Meat, 2024) shows that consumers want healthier, more sustainable products that align with their lifestyles.
The search for transparency, clean labels, fewer additives, and traceable origins is shaping the reformulation of meat products in various markets. This opens up space for products with different positioning.
In addition, demand for convenience combined with healthiness is growing. Ready meals, portioned cold cuts, protein snacks, and quick-prep products are gaining ground, especially among young adults and families with little time to cook. But to become part of the daily diet, these products must meet criteria for quality, taste, and purpose.
Products driven by new trends
The current scenario in the animal protein market is marked by rapid changes that make innovation a strategic necessity for companies that want to stand out. Among the main trends driving this innovation, the following stand out:
- Clean label and naturalness: Recognizable ingredients, no artificial colors, use of natural flavorings, and reduced sodium. According to Innova Market Insights (2025), 62% of global consumers prefer products with short ingredient lists.
- Flavor as a competitive advantage: Flavor remains the main factor influencing consumer choice. There is strong demand for well-seasoned, convenient, and reliable products—products that deliver a tasty meal without the risk of preparation errors.
- Convenience: Easy-to-prepare products , such as breaded items, stand out for combining flavor, speed, and safety in preparation. They are everyday solutions that do not compromise on quality, which is why there has been a wave of new product launches.
- Premium and functional products: The value of animal protein as a noble source of nutrition gains strength when combined with functional ingredients. This adds value to the product by providing a wellness solution.
- Sustainability and production efficiency: The animal protein chain is investing in technological improvements, waste reduction, clean energy use, and raw materials with less environmental impact. According to a report by McKinsey (2024), brands that communicate their sustainable efforts well are up to three times more likely to retain Generation Z consumers.
Check out examples from the market that are aligned with these trends:
Product line focused on air fryers, chicken nuggets with a "high protein" appeal, seasoned product line for air fryers
How is New Max keeping pace with this transformation?
In New Max, we are attentive to rapid market changes and consumer needs in order to offer solutions that drive innovation in animal proteins. Our commitment goes beyond supplying ingredients—we seek to be strategic partners to our customers, supporting the development of new products.
In addition, we offer specialized technical support and consulting so that R&D teams can explore new formulations and meet end consumer demands safely and efficiently. By integrating innovation, technology, and sustainability, New Max New Max helps brands position themselves competitively in an ever-evolving market.
