In the ever-evolving world of beverages, Starbucks is setting the pace for new trends. This year, protein is taking center stage, signaling a shift in consumer preferences toward functional drinks.
Recently, the coffee powerhouse introduced ready-to-drink (RTD) Starbucks Coffee & Protein, which combines rich Starbucks coffee with 22g of complete protein, 5g of prebiotic fiber, and an assortment of vitamins and minerals.
The demand for functional beverages is on the rise; indeed, a significant 80% of American consumers prioritize protein in their daily diets.
However, protein isn’t limited to coffee. It is becoming increasingly popular across various beverage categories.
From meal replacement drinks loaded with protein to dairy beverages boasting their protein content, the market is diversifying.
Brands that are successfully reimagining protein offerings are capturing the most attention.
Protein: into everyday products
Protein has evolved beyond thick smoothies aimed at fitness enthusiasts. It is now being integrated into products that appeal to a broader audience.
For instance, protein coffee has made its way into morning routines, while protein-infused coffee creamers are transforming the landscape of the category.
Protein sodas are distancing themselves from the traditional gym-centric image associated with protein shakes.
“Barebells and Koia are great examples,” says Betty Kaufman, strategy director at US food and beverage agency The Culinary Edge.
“Both built credibility in protein bars and RTD protein beverages, respectively, and are now extending into soda, bringing their trusted brand equity to a new format for alternative protein occasions.”
With the emergence of GLP-1 drugs, consumers’ appetites may decrease, leading them to be more mindful of their protein sources and lean toward lighter beverage options.
Coca-Cola and PepsiCo move into protein
Major players in the industry have been quietly expanding their protein offerings for some time.
Coca-Cola has backed Fairlife, an ultra-filtered milk brand, since 2014, recognizing its potential in the high-protein market. This venture has also included Core Power, a high-protein nutrition shake.
In 2020, Coca-Cola acquired Fairlife for nearly $1 billion, further solidifying its stake in the protein sector.
Today, ultra-filtered milk has grown into a significant market segment, prompting Coca-Cola to invest $650 million to expand Fairlife production in response to its ‘significant growth’.
Meanwhile, PepsiCo has also entered the protein arena with its Muscle Milk product line. Last year, it announced a fresh initiative in protein with the Starbucks coffee protein drinks, a reformulated range of Muscle Milk shakes, and new Propel flavored waters that include protein, fiber, and electrolytes.
Protein has become a vast field for both established brands and beverage startups.
While giants like Coca-Cola and PepsiCo help to bring protein into the mainstream, innovative entrepreneurs are redefining opportunities for protein-infused beverages.
This dual approach is successfully transitioning protein into conventional retail spaces.
“Protein is a phenomenon,” states Danny Stepper, CEO of L.A. Libations and owner of The Beverage Forum, where protein will be a central theme this month.
“Protein sodas are gaining momentum in the US and are now placed alongside brands like Olipop and Poppi in the Modern Soda section.”
As the beverage landscape continues to evolve, expect to see protein emerging in innovative and unexpected categories, reshaping the entire market.
Key Takeaways
- Starbucks has introduced a protein coffee product aiming at everyday consumers.
- Protein is no longer limited to fitness drinks; it’s now found in various food categories.
- Major brands like Coca-Cola and PepsiCo are expanding their protein-focused offerings.
- Innovation in protein beverages is pushing traditional boundaries.
- Consumer interest in healthier options is driving protein demand.
FAQ
What is RTD Starbucks Coffee & Protein?
It is a ready-to-drink beverage that blends Starbucks coffee with protein and other nutrients.
Why is protein becoming popular in beverages?
The demand for functional drinks that offer nutritional benefits is increasing among consumers.
What kinds of products are incorporating protein?
Protein is being added to coffee, sodas, dairy drinks, and meal replacement options.
Are big brands also involved in the protein trend?
Yes, major companies like Coca-Cola and PepsiCo are actively investing in and expanding their protein portfolios.
The rise of protein in the beverage industry signifies a notable shift in consumer preferences and health trends. As both established and emerging brands explore new avenues for protein integration, the beverage aisle will likely continue to be revitalized with innovative options.
