Data from 18 European countries show that plant-based ingredients are appealing to consumers interested in sports nutrition products. For instance, 18,000 Europeans are interested in: plant protein (71%), rice protein (60%), potato protein (59%), wheat protein (59%), pea protein (58%), soy protein (56%), algae protein (41%), and hemp protein (41%). Interestingly, the most common protein on the market – whey – was second in terms of favorability, chosen by 69% of respondents. Egg protein was even lower with 57%. The survey demonstrates that food producers that want to introduce new products or boost sales should continue educating consumers and focus on communicating the various benefits their ingredients and products may bring to their consumers. Ingredients and flavours Sports nutrition food and drink producers introducing new plant-based protein products may capture consumer interest based on their preferences. The following ingredients listed as proteins were selected as appealing: plant protein (71%), rice protein (60%), potato protein (59%), wheat protein (59%), pea protein (58%), soy protein (56%), algae protein (41%), and hemp protein (41%). Interestingly, the most common protein on the market – whey – was second in terms of favorability, chosen by 69% of respondents. Egg protein was even lower with 57%. The most appealing flavours for sports nutrition products were chocolate (77%), vanilla (73%), tropical fruit (57%), acai berry (56%), and lime (56%), whereas the least appealing flavours were blackcurrant (26%), blueberries (25%), cola (25%), lemon (25%), and lemonade (25%). Untapped potential “The message for food producers is clear. European consumers ...