In the United States, rising demand for protein is boosting interest in pulses — including peas, lentils, and chickpeas — which are becoming one of the few profitable segments amid a prolonged agricultural downturn. Farmers are increasingly shifting acreage toward these crops in response to changing consumer trends.
Producers note that pulses offer better profitability compared to traditional grains, which have faced low or negative margins for several years. Rising input costs, including fertilizers and fuel, along with price pressure, are pushing farmers to seek alternatives.
An additional advantage is their agronomic role: pulses improve soil structure and enrich it with nitrogen, helping reduce fertilizer costs. This is particularly valuable amid ongoing volatility in agricultural input markets.
At the same time, domestic demand for pulses is growing. They are widely used as raw materials for high-protein products — from plant-based protein in beverages and snacks to flour for pasta and other processed foods.
Investment from major companies is also accelerating the segment’s development. The food industry is expanding production of protein-enriched products to meet evolving consumer preferences.
Another key driver is the growing use of GLP-1 weight-loss drugs in the U.S. Users of these medications tend to increase protein intake to preserve muscle mass, further supporting demand. At the same time, high-protein diets are gaining popularity on social media.
However, experts warn of potential market overheating, noting that protein consumption already exceeds basic dietary recommendations. Still, in the short term, pulses remain one of the most resilient segments of the U.S. agricultural market.
