Consumers’ priorities are changing. They want a healthy body, a healthy mind and a healthy planet. Although price and taste are the main drivers for food choice, sustainability is a key consideration. In fact, 46% of Europeans are influenced by sustainability when buying food.
EIT Food Consumer Observatory, 2025.
Increased eco-consciousness means that shoppers are checking labels before they buy. Research shows that 80% of consumers are also willing to pay a premium for sustainably produced or sourced goods.
PwC Voice of the Consumer Survey, 2024.
Across key categories such as performance & active nutrition and active ageing, consumers are making more environmentally friendly food and drink choices to help them get the most out of life, always.
This shift is most clearly seen in the rising popularity of sustainable protein sources. Let’s look at why athletes and active agers want more from their protein. And how to make it happen with sustainable protein ingredients that stand the test of time.
So, just how important is sustainability compared to nutrition? Sustainable protein ingredients are increasingly important in the performance and active nutrition market.
At the highest level of sport, bodies like the International Olympic Committee (IOC) promote sustainable diets for athletes as part of wider efforts to make a positive impact on the world. The IOC’s 2020 consensus statement encourages athletes and sports organisations to “consider environmental impacts” in food choices alongside performance outcomes. Additionally, the Paris 2024 Olympics met its ambitious target to halve the carbon footprint of the meals served to its athletes during the games.
Paris 2024 Sustainability and Legacy Report: https://www.olympics.com/ioc/news/paris-2024-report-confirms-over-50-carbon-emissions-reduction
Team Great Britain (GB) recently shared a motto that “food is mood”.
Team GB: https://www.teamgb.com/video/fuelling-the-future-athlete-nutrition/5yDMyLM9XLXAJyX4E5akiK
This can mean many different things, including the psychological benefit from eating food that aligns with your values to nutrition that activates the gut -brain axis to influence factors like mood and sleep.
Y Hattori et al., 2021. The gut brain axis. Annals of Nutrition and Metabolism.
Team GB’s nutritionists found that younger athletes especially want to diversify their protein sources to be more sustainable while also reaching their performance goals.6 Which helps towards their vision of achieving net-zero greenhouse gas emissions by 2040, as part of the United Nations’ Sports for Climate Action Framework.
Team GB, Environmental Sustainability: https://www.teamgb.com/environmental-sustainability/2Ayvo0QKc5MiGeJO2Bt6Gm
Achieving peak athletic performance hinges on food – an area where marginal gains can have a big impact. Protein is a crucial part of a nutritious diet for athletes, helping them build and maintain muscle mass,
R Tagawa et al., 2020. Dose–response relationship between protein intake and muscle mass increase: a systematic review and meta-analysis of randomized controlled trials. Nutrition Reviews.
as well as support recovery.
H Cintineo et al., 2018. Effects of Protein Supplementation on Performance and Recovery in Resistance and Endurance Training. Frontiers in Nutrition.
And where elite athletes lead, others naturally follow, so expect to see more semi-professional and amateur athletes prioritise sustainable protein sources when looking to make greener choices.
Athletes aren’t the only ones embracing sustainable protein ingredients. Seniors represent another key market as they have increasing protein requirements as they age.
P. Morgan et al., 2024. Dietary protein considerations in a sustainable and ageing world: a narrative review with a focus on greenhouse gas emissions and skeletal muscle remodelling and maintenance. 25, 1030.
As such, seniors could be making sustainability mindful protein choices – potentially at the request of their grandkids.
Health and sustainability are undeniably linked. Research shows that a decrease in appetite and digestive issues in ageing individuals may discourage sustainable food choices.
M Gouela et al., 2024. The impact of sustainable diets on cognitive function in an ageing society: a mini-review. Maturitas, 184.
Luckily, there are plans in place to help address health and sustainability for seniors.
United Nations (UN) organisations have implemented the UN Decade of Healthy Ageing by promoting Sustainable Development Goals on health, nutrition and well-being for all age groups. These types of initiatives aim to inspire seniors to re-think their food choices, which means that sustainable protein ingredients are at the top of the menu.
Positive change can only happen if we all work together. It’s clear that the nutrition industry must adapt its sourcing and production practices to align with environmental and social priorities. Sustainable protein sources fit the bill – meeting growing consumer demand while making supply chains more reliable. It has never been more important to take care of our planet, to future proof food security and keep consumers coming back for more.
At FrieslandCampina Ingredients, we do this by providing sustainable protein ingredients with our wide range of dairy and plant-based proteins.
As a sustainable protein supplier, we’re leading the way in modern dairy production techniques for our dairy ingredients. We’re committed to sustainable dairy farming practices, and encourage our member farms to introduce regenerative agriculture, biodiversity monitors and environmentally friendly feed as part of our Foqus planet remuneration scheme. These are essential steps to meet our wider goal of producing climate neutral dairy by 2050 and nourishing the population for generations to come.
Get in touch with our team to find out how we can help you achieve your sustainability ambitions. Whether you want to partner on a bespoke solution or benefit from our leading at-farm initiatives, together we can bring sustainable nutrition to life.
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