The Soy Protein segment of the North American Plant Protein Market is propelled by demand for sports and nutrition products by athletes, body builders, and recuperating patients. Additionally weight management category is also growing where protein is the main constituent ingredient. A huge lactose intolerant population that drives demand for alternate dairy substitutes, such as soy protein characterizes North America. Further, there is a substantial untapped potential for the GMO-free and clean-label based soy protein ingredients. Manufacturers are seeking eco-friendly ways of cultivating and/or sourcing soybeans in order to process into high quality and safe soy proteins.

The demand for plant proteins is growing at a fast rate, owing to change in lifestyle, lack of balanced dietary intake, and improved R&D, in order to develop new kinds of plant-protein enriched products. The United States continues to capture the largest market share for plant protein, followed by Canada and Mexico. The demand for processed and low cholesterol foods has paved the way for the plant-based protein market, in the region. Nowadays, consumers are switching to other alternative products, such as green label food products, coupled with raising awareness of healthy and plant-based products, due to an increase in the availability of counterfeit products in the market.