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Protein-boosted ready-to-drink beverages expand beyond shakes

Diets such as keto or Atkins may have paved the way to promote a higher protein intake. Now, the high-protein trend has gone mainstream, penetrating the ready-to-drink-beverage market.

This trend has led many consumers to look for options to give their protein intake a boost, and ready-to-drink beverage makers have been responding with increasingly innovative solutions.

A report by food giant Cargill points to the fact that a younger generation of consumers, namely Generation Z and Millennials, is the driving force behind the trend for higher protein intake. The report also emphasises how globally inspired flavours and convenience are at the top of the protein wish list.

Kerry Health and Nutrition Institute earmarked protein intake as being one of the top ten trends to drive the food industry during 2024, with increased demand likely to be met thanks to advancements in microbiology, bioprocessing, and artificial intelligence resulting in precision fermented and enzyme engineered proteins, not to mention lab grown meats.

The ready-to-drink protein beverage market is poised for growth

While the conventional form of protein beverages has been the popular shake format marketed toward the gym-goer or as a meal replacement product, manufacturers are looking to respond to increasing demand by giving consumers more choices, including consumers who are just looking to improve their daily protein intake as part of their busy daily routine.

According to Straits Research, consumers' continued interest and awareness of health means that protein offerings are branching out beyond the conventional protein shakes, to include plant-based protein drinks, as well as organic and clean label offerings.

The report finds that the global ready-to-drink protein beverage market was valued at $1.75 billion in 2023 and is forecast to record CAGR of 7.5% to reach an estimated $3.32 billion by 2032 – underlining market growth at well above the average industry growth rate.

“The ready-to-drink protein beverage market grew significantly due to consumers' increasingly hectic and fast-paced lifestyles, which prompted them to opt for quick and nutritious meal options. This has led to the proliferation of RTD shakes that provide nutrient-rich beverages and encourage active lifestyles,” the Straits Research report states.

While the market for protein ready-to-drink beverages has been dominated by both North America and Asia Pacific, consumers in other global markets, including Europe and Latin America, are also showing more interest in the category, reflected by increased launch activity.

Ready-to-drink category gets the protein treatment

While protein shakes have proven to be immensely popular in recent years, particularly with individuals who follow intensive exercise routines, adding proteins to a wider variety of other ready-to-drink beverages offers consumers a wider choice of products, which are often accompanied by health and wellness claims.

This has led to a flurry of protein-enriched beverage launches that include coffee, malt, and energy formats, all aimed at appealing to a wider selection of younger consumers.

This past summer Starbucks made a big splash by launching a ready-to-drink high-protein coffee range in partnership with dairy giant Arla. The range packs 20 g of protein per bottle, comes in three flavours, and contains a blend of Starbucks arabica coffee, Arla low-fat milk and no added sugar. It was launched in the UK initially and will be launched in the EMEA next year.

UK-based Biotiful Gut Health has recently launched a high-protein range of Kefir drinks that also boasts 20 g of natural protein. It comes in three flavours, with the addition of live cultures, B12, and calcium for immunity support. The company is marketing the drink as a pre-or post-work-out drink or as a power snack.

In Latin America, Chile-based NotCo has launched its range of Not Shake Protein beverages, which targets the sports nutrition category. While the range is dairy-free, it is also sugar-free and comes in interesting flavour options, including cinnamon and strawberry, dates, and banana pancake.