Consumption of functional foods and dietary supplements containing protein forms an important and growing source of nutrition in consumers’ diets. Consumers use these products in their diet to achieve a healthy nutrition lifestyle. Plant-based protein sources are widening as consumers become more focused on nutrition and health expectations. Factors that influence purchase and consumption include sensory appeal, referral, brand, claim, convenience, price, and concerns for the environment. Interest in personal health, naturalness, organic, non-GMO, and clean-label is driving category growth. Providing premium plant-based protein supply that meets global growth and demand will continue to put pressures on agricultural production and the food industry to deliver safe, healthy, and sustainable protein. As consumers take on a more holistic approach to optimizing their own health, consumer education and awareness are recognized as playing important roles in guiding understanding, the choices, and trade-offs that consumers make. This chapter covers protein supplementation. Sources of information available to consumers are provided. Further, the challenges associated with design and development are briefly shared, followed by discussion on sensory cues and perceived fit, the compromise or trade-off of taste consumers are willing to make (or not) for their health, consumers growing awareness and changing attitudes that revolve around their understanding of health claims, and finally what can be done to influence consumers’ acceptance and adoption of protein functional foods and dietary supplements. The future of protein is moving through disruptive changes as consumers are becoming more comfortable with plant-based proteins.