European countries are embracing hybrid proteins – blending animal and non‑animal ingredients – more quickly than the US, though the “balanced protein” trend is gaining traction in both markets, according to a new report from nonprofit Food System Innovations (FSI).
The new report “Balanced Proteins: State of the Category 2025” defines balanced protein products as containing animal-based proteins (such as meat, poultry, dairy, egg or seafood) and at least 30% of non-animal proteins (including plants, cultivated animal cells or microbial fermentation).
European countries experienced the strongest retailer gains in the blended protein market in 2025, according to FSI. Comparatively, the US market is “slowly finding its footing,” according to the report.
Data analytics firm Research and Markets noted in a recent report that food and beverage manufacturers are using the blended format to their advantage to achieve new mouthfeel and taste profiles.
“By combining various protein sources, manufacturers can offer enhanced taste and texture profiles that are difficult to achieve with pure plant-based formulations, while also optimizing cost structures and nutritional density relative to fully cultivated alternatives,” the report noted.
Consumers are open to the hybrid format, Research and Markets noted, citing a July 2025 report from global food manufacturer ADM, which found that 75% of consumers are interested in trying hybrid protein products.
As the growth of the hybrid protein products gains a foothold in the market, its plant-based counterpart is experiencing a reset, as consumers shift back to animal-based protein options, according to data analytics and marketing firm Spins.
As the growth of the hybrid protein products gains a foothold in the market, its plant-based counterpart is experiencing a reset, as consumers shift back to animal-based protein options, according to data analytics and marketing firm Spins.
Europe leads in hybrid proteins
European retail and foodservice embraced hybrid protein sources in 2025, while the US remains an “underserved market compared to the estimated serviceable obtainable market size,” according to FSI.
Supermarket chain Lidl is leading the charge, with one in four burgers sold at Lidl stores in Belgium containing both animal and non-animal proteins. Lidl Netherlands has cut prices on its hybrid beef by 33%, which is driving trial and adoption, FSI said.
The Netherlands’ largest US supermarket chain, Ahold Delhaize-owned Albert Heijn, launched 15 blended protein products in 2025, according to the report.
The market is unfolding differently in the US, where hybrid protein sales are gaining traction with consumers mainly through “familiar, flavorful and family-oriented product positioning,” FSI noted.
“Family-oriented, balanced protein products like Perdue Chicken Plus and KidsFresh continue to resonate with parents looking for better-for-you options, garnering sustained retail placements despite their premium prices,” according to the report.
Winning in US foodservice
While US retail might still be playing catch up on hybrid protein products, foodservice operations are embracing the format more rapidly, FSI said.
Examples in the US include Disneyland’s adoption of 50/50 Foods’ Both Burger in 2024 and the adoption of blended proteins at universities such as UCLA and Vanderbilt University.
Outside the US, the UK National Health Service has partnered with Quorn and other catering providers to introduce hybrid meat products that blend conventional meat with Quorn’s mycoprotein in hospital meals.
Meanwhile, Compass Group Australia has been working with Fable Food Co to replace a portion of conventional minced beef with Fable’s shiitake mushroom-based protein in its menus, as part of a broader plant‑forward and emissions‑reduction strategy, FSI noted.
Blended proteins vs plant-based
The rise of blended proteins comes at a time of change for the plant-based market.
A recent report from Spins shows that the plant-based market is losing share to animal-based protein sources.
“Animal meat and dairy milk are seeing slight increases in repeat rates, while plant-based meat and milk are experiencing small declines. This divergence suggests that some consumers are reassessing their choices, reducing or replacing plant-based purchases rather than abandoning categories altogether,” Spins noted.
For plant-based foods, growth is concentrating in products such as gut health-oriented, protein-enhanced and refrigerated beverage products.
“On the flip side, products that lack clear functional benefits or fail to differentiate on nutrition, taste or usage occasion are struggling to maintain shelf presence,” Spins noted. “As retailers prioritize velocity and efficiency, products that once benefited from novelty alone are being phased out.”
Tim Dale, category innovation director at FSI’s Balanced Proteins, said that while hybrid proteins are not in direct competition with plant-based, they could serve as a pathway to scale ingredient manufacturing.
“Increased volume for plant inputs can help drive down costs and move fully plant-based products closer to price parity over time,” he said. “In that sense, balanced proteins represent a pragmatic, business-first way to scale protein diversification. They align business incentives with sustainability outcomes and allow meaningful progress within the food system as it exists today.”
