The global plant-based protein supplements market was valued at $6.27 billion in 2024 and is projected to reach $10.17 billion by 2032, growing at a CAGR of 6.37%. This growth is driven by increased demand for vegan-friendly nutrition, consumer interest in sustainable sourcing, and growing awareness of animal welfare.1Plant Based Protein Supplements Market Size, Share & Industry Analysis, By Type (Soy Protein, Pea Protein, and Wheat Protein), Distribution Channel (Mass Merchandisers, Pharmacies/Drugstores, Specialty Stores, Online Retail, and Others), and Regional Forecast, 2025-2032. Retrieved July 14, 2025 from https://www.fortunebusinessinsights.com/industry-reports/plant-based-protein-supplements-market-100082.
Despite its momentum, plant protein presents unique challenges, especially when it comes to flavoring. Unlike whey or casein, many plant-based proteins, such as pea, hemp, rice, and soy, plant-based proteins carry naturally occurring off-notes that can lead to bitter, grassy, or earthy flavors in the final product. Based on my experience working in the nutraceutical industry, I can confidently say that successful plant protein flavoring isn’t just about masking the taste; it’s about enhancing the full sensory experience for today’s consumers.
In this article, I’ll outline proven strategies for improving the taste and consumer acceptance of plant protein products, so your brand can stand out in an increasingly competitive market.
Why Does Flavor Matter in Plant-Based Protein?
While the popularity of plant protein continues to grow, consumer purchase decisions are still heavily influenced by taste and texture. Many plant-based proteins, such as pea, hemp, and rice, naturally carry earthy or bitter flavor notes that can be off-putting to some users. In addition, plant protein powders often have a gritty or chalky mouthfeel due to their particle size and how they interact with saliva.
Effective protein flavoring addresses both taste and mouthfeel. For example, a well-flavored protein shake not only improves palatability but also encourages consistent use, an important factor for consumers focused on meeting their daily nutritional goals. When the experience is enjoyable, supplementation feels less like a chore and more like a reward.
A positive flavor experience plays a critical role in building brand loyalty. Consumers are far more likely to reorder a plant protein product that not only tastes good but delivers a consistently enjoyable experience. Offering a diverse range of flavor options enhances consumer satisfaction, supports personalization, and makes plant protein products more approachable and appealing to a broader audience.
How to Flavor Plant-Based Protein Supplements
Successfully flavoring plant-based protein supplements is both a science and an art. It begins with a deep understanding of the protein’s inherent flavor profile, followed by the strategic selection of flavoring systems, masking agents, sweeteners, and mouthfeel enhancers. Each element plays a role in balancing off-notes, optimizing texture, and delivering a clean, enjoyable sensory experience.
Understanding Flavor Profile
A flavor profile refers to the complete sensory experience created by the combination of taste, aroma, and texture in a finished product, such as a protein shake. It involves the nuanced interplay of:
- Basic tastes like sweet, sour, salty, bitter, and umami (though umami is less common in protein beverages)
- Aromatic compounds contributed by flavoring agents such as vanilla, chocolate, coffee, or fruit
- Texture or mouthfeel, which influences how flavor is perceived. For instance, creamy, smooth, and rich textures can enhance sweetness or mask bitterness
Crafting a well-balanced flavor profile requires careful attention to how taste, aroma, and texture work together to create a cohesive and enjoyable experience. It also allows for strategic pairings, like sweet and salty (e.g., salted caramel) or fruity and creamy (e.g., strawberries and cream), that can elevate both flavor and consumer satisfaction.
Selecting Flavoring Ingredients: Natural and Artificial
Choosing the right flavoring ingredients is critical to the success of any plant protein formulation. In general, formulators have two primary options: natural flavors and artificial flavors. Each comes with its advantages, limitations, and regulatory considerations, and the right choice often depends on the target market, price point, and desired label claims.
Natural Flavors
Natural flavors are derived from real food sources such as fruits, vegetables, herbs, and spices. Examples include vanilla extract from vanilla beans, citrus oils from citrus peels, and strawberry essence from strawberries. These flavors are typically more complex and nuanced due to the broader range of naturally occurring flavor compounds they contain.
Consumer demand for natural flavors continues to rise, largely driven by the growing preference for clean-label products that emphasize simplicity, transparency, and perceived health benefits. The clean label movement favors ingredients that are recognizable, minimally processed, and free from synthetic additives. At Vitaquest, we’ve found that most brand owners prefer a natural flavor system, as plant-based proteins tend to attract highly health-conscious consumers who expect clean-label formulations.
While natural flavors can be more expensive than their artificial counterparts, they are often seen as a worthwhile investment, particularly in the plant-based protein space. Naturally flavored protein products are gaining traction as consumers seek high-quality, plant-based options with trusted ingredient profiles.
Artificial Flavors
Artificial flavors are synthetically produced compounds designed to replicate the taste of natural flavors. For example, vanillin, the primary component of vanilla flavor, can be synthesized from sources like wood pulp or other petrochemical derivatives to mimic natural vanilla.
These flavors are typically more cost-effective and deliver consistent results across production runs, making them an attractive option for protein powder manufacturers. However, the perception of artificial flavors among consumers can be mixed. Some individuals associate them with synthetic ingredients and overly processed products.
That said, all artificial flavors used in dietary supplements are regulated by the FDA and must meet safety standards. When used within established limits, these compounds are classified as Generally Recognized as Safe (GRAS), ensuring they are suitable for consumption under normal use conditions.
Masking Plant Protein Taste
Beyond selecting the right flavoring agents, improving the palatability of plant-based protein powders also involves strategic use of sweeteners, flavor masking agents, and texture enhancers. These elements help neutralize or balance the bitter, grassy, or earthy notes commonly associated with certain plant proteins, enhancing the overall sensory experience without compromising nutritional integrity.
Sweeteners
There are various natural and artificial sweetening options that can be used in plant protein powders. Let’s start with natural sweeteners:
- Sugar – Pure crystalline sugar tastes good but can have an undesirable impact on health (e.g., weight gain). If using sugar for sweetening, it is best to keep the concentration low and combine it with another non-caloric sweetener.
- Stevia – Stevia leaves contain steviol glycosides, which provide up to 300 times the sweetness of sugar. The major steviol glycosides are stevioside and rebaudioside A (RebA). Rebaudioside M (RebM) is a more recent option that doesn’t have the same bitter notes as RebA. Stevia is a non-caloric sweetener.
- Monk fruit is non-caloric and is 300 times sweeter than sugar. The sweet taste of this fruit is primarily a result of a group of triterpene glycosides called mogrosides.
- Sugar alcohols are compounds that occur naturally and can be found in many fruits, vegetables, and other plant sources. Examples of sugar alcohols include erythritol, mannitol, sorbitol, and xylitol. They do not contribute to tooth decay, and they offer more sweetness for fewer calories. However, sugar alcohol may cause bloating and diarrhea when consumed in excessive amounts.
Some artificial sweeteners include:
- Sucralose is a common artificial sweetener made by tweaking the sugar molecule, often found in products like Splenda, known for its sweetness, intensity, and stability.
- Aspartame is another artificial sweetener made from the amino acids phenylalanine and aspartic acid. It is used in products like NutraSweet, which is also known for its sweetness.
- Acesulfame Potassium is often paired with other sweeteners and offers a high degree of sweetness.
It’s important to note that artificial sweeteners are often viewed unfavorably by consumers in the natural products industry, particularly those purchasing plant protein supplements, due to perceived concerns around health, safety, and ingredient transparency.
Masking Agents
Flavor masking plays a critical role in improving the palatability of plant-based protein powders. Masking agents work by interacting with flavor compounds, making them less detectable by taste receptors, effectively reducing or neutralizing undesirable sensory attributes.
This approach is especially useful in addressing the off-notes found in common plant proteins, such as the earthy or bitter flavors of hemp and the beany or grassy notes associated with pea protein taste. For example, trehalose, a naturally occurring disaccharide, is frequently used to mask bitterness and minimize beany odors, while also contributing to improved texture and moisture retention.
High-intensity sweeteners like stevia and monk fruit can mask flavors by reducing bitterness, although care must be taken as some variants (e.g., certain steviol glycosides) may introduce their own aftertastes. Among these, Rebaudioside M (Reb M) is preferred for its cleaner, less bitter profile.
Ultimately, the strategic use of masking agents helps harmonize the flavor profile, enhancing the overall taste experience of plant protein supplements.
Texture Enhancers
While texture may not be the first factor considered in improving the flavor experience of plant-based protein powders, it plays a critical role in product acceptance.
- Coconut Oil/Milk Powder is commonly used to improve mouthfeel while enhancing palatability by adding a creamy quality without including allergens due to its refined nature.
- Oat Milk Powder/Creamers are becoming more popular as texture enhancers due to their clean label nature and uniqueness in the market. It may also contribute to a better, creamier flavor profile.
- Xanthan gum and guar gum are widely used to improve thickness and stability, reducing separation and giving shakes a smoother, more uniform consistency. When combined with starches, these gums also contribute to a more pleasant mouthfeel by reducing grittiness and enhancing creaminess.
- Medium chain triglycerides (MCTs), commonly sourced from coconuts, are valued for their neutral flavor and creamy mouthfeel. In powdered blends, MCTs can create a richer, smoother texture that enhances the overall sensory experience of the finished product.
By improving texture, formulators can elevate both taste and mouthfeel, contributing to greater product appeal and consumer satisfaction.
Flavoring Inspiration for Popular Plant Proteins
What is the best protein powder flavor? The answer depends largely on the type of plant protein used and how its unique sensory characteristics interact with different flavor profiles. Selecting the right flavor pairing can transform an ordinary product into one that consumers genuinely enjoy and come back for. Below are some common plant proteins and flavor combinations that help bring out their best qualities:
Pea Protein:
This high protein plant source is highly digestible and offers some significant advantages in helping to induce thermogenesis2Claessens M, Calame W, Siemensma AD, Saris WH, van Baak MA. The thermogenic and metabolic effects of protein hydrolysate with or without a carbohydrate load in healthy male subjects. Metabolism. 2007 Aug;56(8):1051-9., promote satiety3Smith CE, Mollard RC, Luhovyy BL, Anderson GH. The effect of yellow pea protein and fibre on short-term food intake, subjective appetite and glycaemic response in healthy young men. Br J Nutr. 2012 Aug;108 Suppl 1:S74-80., maintain healthy blood pressure levels already within normal ranges4Li H, Prairie N, Udenigwe CC, Adebiyi AP, Tappia PS, Aukema HM, Jones PJ, Aluko RE. Blood pressure lowering effect of a pea protein hydrolysate in hypertensive rats and humans. J Agric Food Chem. 2011 Sep 28;59(18):9854-60., and promote muscle growth5Babault N, Païzis C, Deley G. et al. Pea proteins oral supplementation promotes muscle thickness gains during resistance training: a double-blind, randomized, Placebo-controlled clinical trial vs. Whey protein. J Int Soc Sports Nutr. 2015; 12:3. https://doi.org/10.1186/s12970-014-0064-5.. Given its relatively neutral base, flavors that pair well with pea protein include chocolate and vanilla. Fruit flavored protein powder, such as berries, tropical fruits, and citrus blends also work well.
Soy Protein:
This is the original plant-based protein used in the dietary supplement industry. In addition to its protein content, it contains valuable isoflavones, which offer a range of benefits. These include helping to induce thermogenesis6Claessens M, Calame W, Siemensma AD, Saris WH, van Baak MA. The thermogenic and metabolic effects of protein hydrolysate with or without a carbohydrate load in healthy male subjects. Metabolism. 2007 Aug;56(8):1051-9., increase bone mineral content and density in postmenopausal women7Scheiber MD, Rebar RW. Isoflavones and postmenopausal bone health: a viable alternative to estrogen therapy? Menopause 1999; 6(3):233-41., promote healthy cholesterol levels already within a normal range8Baum J, Teng H, Erdman JW Jr, Weigel RM, Klein BP, Persky VW, Freels S, Surya P, Bakhit RM, Ramos E, Shay NF, Potter SM. Long-term intake of soy protein improves blood lipid profiles and increases mononuclear cell low-density-lipoprotein receptor messenger RNA in hypercholesterolemic, postmenopausal women. Am J Clin Nutr 1998; 68:545-551., and promote support, comfort, and well-being to women during midlife transitions (e.g., hot flashes and night sweats)9The American College of Obstetricians and Gynecologists. ACOG Practice bulletin: Use of botanicals for management of menopausal symptoms. 2001 June 20. Accessed March 29, 2006 from http://www.guideline.gov/summary/summary.aspx?ss=15&doc_id=3977&nbr=3116. 10Knight DC, Eden JA. A review of the clinical effects of phytoestrogens. Obstet Gynecol 1996; 87:897B904. 11Albertazzi P, Pansini F, Bonaccorsi G, Zanotti L, Forini E, De Aloysio D. The effect of dietary soy supplementation on hot flushes. Obstet Gynecol 1998; 91:6B11. 12Murkies AL, Lombard C, Strauss BJG, Wilcox G, Burger HG, Morton MS. Dietary flour supplementation decreases post-menopausal hot flushes: Effect of soy and wheat. Maturitas 1995; 21:189B95.. A robust flavor profile like chocolate, peanut butter, caramel, or coffee will stand up to soy protein’s nuttiness.
Brown Rice Protein:
This protein is generally considered to be hypoallergenic, reasonably complete for a plant-based protein, and has very good amino acid bioavailability. It also helps decrease fat mass, increase lean body mass, skeletal muscle hypertrophy, power, and strength.13Joy JM, Lowery RP, Wilson JM, et al. The effects of 8 weeks of whey or rice protein supplementation on body composition and exercise performance. Nutr J. 2013; 12: 86. Earthy and nutty flavor combinations will resonate with brown rice protein’s natural notes, such as cinnamon, almond, peanut butter, or toasted coconut. Classic chocolate and vanilla will also work well. Since rice protein may have a gritty texture, the use of gums or MCT is recommended to create a smoother mouthfeel.
Hemp Protein:
This protein comes from the cannabis plant, but doesn’t contain any THC, the psychoactive compound found in marijuana. It is a sustainable plant that grows in various climates, and different parts of the plant can be used in many ways. Helps maintain healthy blood pressure levels already within normal ranges14Samsamikor M, Mackay DS, Mollard RC, Alashi AM, Aluko RE. Hemp seed protein and its hydrolysate compared with casein protein consumption in adults with hypertension: a double-blind crossover study. Am J Clin Nutr. 2024;120(1):56-65. doi:10.1016/j.ajcnut.2024.05.001., and provides antioxidant protection against oxidative stress15Zhang J, Griffin J, Li Y, Wang D, Wang W. Antioxidant Properties of Hemp Proteins: From Functional Food to Phytotherapy and Beyond. Molecules. 2022 Nov 16;27(22):7924. doi: 10.3390/molecules27227924. PMID: 36432024; PMCID: PMC9693028.. Earthy and grassy flavor pairings, such as matcha green tea, will complement hemp protein’s unique taste profile. Berry and citrus flavors can likewise work well. Some masking agents might also be considered to address hemp protein’s potential bitterness.
Best Practices for Plant-Protein Flavoring
To develop a successful plant-based protein supplement, it’s essential to follow best practices that align flavor, functionality, and consumer expectations. Key considerations include:
- Know Your Audience: Understand the preferences, dietary needs, and values of your target market. This includes vegans, vegetarians, individuals with dairy sensitivities, and health-conscious consumers focused on sustainability and clean-label products. Athletes and fitness enthusiasts are also increasingly choosing plant-based options for muscle recovery and performance. Use these insights to inform your flavor decisions, label claims, and marketing language.
- Collaborate with an Experienced CDMO: Partner with a contract development and manufacturing organization (CDMO) that has proven expertise in protein flavoring. A reputable CDMO can offer valuable insights into flavor innovation, support regulatory compliance, and streamline formulation and production, ensuring your finished product meets both sensory and quality standards.
- Prioritize Clean Label and Transparency: Choose natural flavors and sweeteners when possible and communicate your product’s ingredients and sourcing. Today’s consumers value transparency, especially when it comes to plant-based and functional nutrition. If your product aligns with sustainability or ethical sourcing, ensure that those benefits are reflected in your brand’s messaging.
- Stay Ahead of Flavor Trends: Flavor innovation is essential for brand differentiation. Regularly monitor market trends, emerging ingredient combinations, and evolving consumer preferences. Whether it’s global-inspired flavors, seasonal offerings, or indulgent pairings, continuous experimentation can keep your brand relevant and competitive. An experienced CDMO can help you identify what’s trending and translate it into a successful formula.
Key Challenges in Masking the Flavor of Plant-Based Protein Supplements
Effectively masking the flavor of plant-based protein supplements presents several formulation and compliance-related challenges. These include regulatory limitations/restrictions, allergen concerns, the rough texture of plant-based proteins, and balancing flavors with nutritional integrity.
Regulatory Limitations and Restrictions on Specific Flavors or Sweeteners
Flavors and sweeteners used in dietary supplements are subject to regulatory oversight. If classified as “food additives,” they may require pre-market approval from governing authorities. All ingredients must be deemed safe for consumption and accurately labeled. Natural flavors may be listed generically or specified by name, while certain synthetic agents may be subject to usage limitations based on toxicity data. For example, sweeteners such as cyclamates and crude stevia extracts are prohibited in some markets due to safety concerns. Working with a knowledgeable CDMO can help ensure all ingredients comply with current regulations.
Allergen Concerns Associated with Certain Flavoring Ingredients
While many plant proteins are hypoallergenic, soy remains one of the FDA’s “Big Nine” allergens and must be declared on product labels. Additionally, flavoring agents like peanut or almond may pose allergen risks, especially if cross-contact occurs during manufacturing. Even when allergens are not intentionally added, brand owners should verify with their CDMO that allergen controls are in place to avoid contamination. Some consumers may also react to specific artificial sweeteners or flavor enhancers, making ingredient transparency and careful selection essential.
Rough Texture of Plant-Based Proteins
Texture plays a critical role in shaping both the flavor perception and overall appeal of plant-based protein supplements. Compared to dairy-based proteins, plant proteins often have a coarse, gritty, or chalky mouthfeel, which can negatively impact the flavor experience and reduce consumer satisfaction. Achieving a smooth, creamy texture not only enhances flavor release across the palate but also contributes to a more premium, enjoyable product. As noted earlier in this article, incorporating texture enhancers such as gums, starches, or functional fats is essential to improving mouthfeel and encouraging product loyalty.
Balancing Flavors with Nutritional Integrity
When formulating a plant protein supplement, adding vitamins, minerals, or other nutraceutical ingredients can enhance nutritional value, but it also introduces flavor challenges. Some nutrients may impart bitter, metallic, or otherwise off-putting tastes that affect overall palatability.
To address this, effective flavor masking strategies must be implemented to ensure that the sensory experience remains appealing without compromising nutritional goals. With the right approach, it’s possible to maintain both great taste and functional integrity.
Partnering for Expertise
As emphasized throughout this article, selecting the right CDMO is a critical factor in the plant-based supplement development process, especially when it comes to developing protein powder flavors. Flavoring plant protein requires more than just technical skill; it demands deep sensory expertise, precision formulation, and an understanding of how ingredients interact across taste, texture, and nutrition.
An experienced CDMO can:
- Offer access to a comprehensive ingredient and flavoring library
- Navigate complex flavor masking and formulation challenges
- Ensure consistency across production runs
- Accelerate time-to-market while upholding regulatory and quality standards
When evaluating a partner, ask pointed questions about their track record in flavoring plant-based proteins. Look for third-party certifications such as NSF or USP-GMP, and FSSC 22000 Certification, which signal excellence in manufacturing and food safety practices.
You may also want to consider asking these additional questions to help your find the right supplement manufacturer for your business.
Wrapping Up the Discussion of Flavoring Plant Protein Dietary Supplements
This blog article explored the critical role that flavoring plays in the success of plant-protein powders, from why flavor matters and how to approach protein flavoring, to formulation best practices, popular pairings, and key challenges in masking off-notes. As a brand owner, leveraging the power of taste is essential to creating a standout product that appeals to today’s health-conscious consumers.
Partnering with an experienced powder supplement manufacturer is essential to bringing your vision to life. The right manufacturing partner can help you craft great-tasting, on-trend products that meet regulatory standards and stand out in a crowded market.
Are you ready to manufacture a great-tasting plant protein supplement? If so, call 800-526-9095 to speak with one of our knowledgeable production specialists or request a nutraceutical manufacturing price quote if you’ve already finalized your project requirements!
Frequently Asked Questions About Flavoring Plant Protein Supplements
Are there any common flavoring mistakes to avoid in plant protein supplements?
Yes. Don’t forget to include texture as part of your flavoring strategy. Many plant proteins can have a gritty or chalky texture. This can have a negative impact on flavor. The use of plant gums and/or MCT can help to smooth out the texture and make it creamier, thereby improving the overall taste profile of the product.
Can plant protein flavors be customized for different consumer preferences?
Absolutely! First, certain flavors lend themselves to being more complementary to specific plant proteins. Second, certain generations have certain flavor preferences. Baby Boomers prefer classic flavors like chocolate and vanilla. Members of Gen X value nostalgic flavors but are also open to more exotic flavors. Millennials prefer “clean” flavors, prioritizing natural and minimally processed ingredients. Gen Z embraces bold and multicultural flavors, including both sweet and spicy combinations like mango habanero and chili chocolate. Make sure to find an experienced CDMO who can work with you in developing great flavoring for your plant-based protein supplements.
What quality control steps are needed for flavored plant protein products?
The same quality control steps are needed for flavored plant-based protein products as well as dairy-based protein products. These include physical measurements of bulk density, particle size, and moisture content. It also includes chemical testing for potency and impurities using various techniques, including HPLC, ICP-MS, and Protein analysis. Additional tests should also be conducted after manufacturing, including identity, potency, microbial, and heavy metal tests. As part of the quality control process, it is important to ensure that your CDMO adheres to the regulations associated with the Dietary Supplement Health and Education Act and other laws that dietary supplement manufacturers are required to follow. Consequently, you should only work with a CDMO that follows current Good Manufacturing Practices (cGMPs), as verified by third-party GMP certification.
What are the most popular flavor trends for plant protein supplements?
Popular flavor trends in plant protein supplements include classic options like chocolate and vanilla, alongside emerging tastes like salted caramel, peanut butter, and various fruit combinations. Consumers are also showing interest in unique and exotic flavors like matcha, yuzu, and guava, as well as dessert-inspired choices such as tiramisu and chocolate-hazelnut.
Are there any sustainable flavoring options for plant protein supplements?
Yes, assuming that natural flavors (rather than artificial flavors) are being used. These may include strawberry, blueberry, acai, goji berry, pomegranate, and even classics like chocolate and vanilla. These natural, plant-derived flavors are generally shelf-stable, reducing the need for refrigeration and long-distance transport, which translates to a lower carbon footprint.
