April 16, 2025 – Protein beverages are becoming more popular as people focus more on health, wellness, and convenience. The global demand for protein-rich drinks and powders that enhance performance and fit various lifestyles is driving innovation, with brands launching more high-protein functional products. Innova Market Insights research looks at the key trends in the global protein beverage market.
Category Drivers
Consumer awareness is driving the protein beverages category with 42% of consumers saying protein is the most important ingredient for them. Consumers recognize that protein helps with muscle growth and managing weight.
Many consumers seek convenient nutrition, influencing their food choices, while the trend of fitness and active lifestyles boosts this demand further. More sources of protein are now available, including many plant-based options, broadening the reach of the protein beverage category.
Online discussions about protein beverages are increasing. Most conversations focus on the nutritional and health benefits. Online, consumers often talk about protein shakes and drinks as important parts of breakfast, diet plans, and recovery after workouts.
Consumer Trends
Consumer demand for protein beverages is increasing due to interest in muscle building and health. From 2020 to 2024, the number of high protein drinks grew by 122%. Generation Z (ages 18-24) lead online discussions on protein beverages, focusing on natural ingredients. Women often talk about their daily routines, while men emphasize muscle maintenance.
Consumers prefer natural beverages without artificial additives. There is also consumer demand for protein beverages that offer benefits like better digestion and increased energy. Global consumers purchase different protein beverage formats, including ready-to-drink shakes and protein powders.
Protein Beverages Claim Trends
The protein beverage category has many health and lifestyle claims. There is a noticeable trend towards low, no, or reduced sugar options, reflecting the choices of health-conscious consumers regarding sugar intake. The number of lactose-free product launches is also on the rise, catering to individuals who are lactose intolerant or prefer to avoid dairy. Additionally, the popularity of plant-based protein beverages reflects a growing consumer preference for dairy alternatives, with key sources including pea, soy, and almond. Many protein beverage products also highlight functional benefits, such as improved digestion, increased energy, and enhanced recovery.
Flavor Trends in Protein Beverages
Flavor innovation is a key factor in the growth of the protein beverage market. Classic flavors like vanilla and chocolate continue to be popular, but there is a noticeable shift towards more innovative flavors. Flavors such as salted caramel, peanut butter, mango, and even unique combinations like matcha-coconut and saffron-cardamom are emerging, reflecting diverse consumer preferences and cultural influences.
Additionally, dessert-inspired flavors are becoming popular, striking a balance between nutrition and indulgence with options like chocolate-hazelnut, tiramisu, and salted caramel brownie.
Protein Beverage Product Launches
Several innovative protein beverages have been launched which cater to evolving consumer preferences.
Ripple Foods has launched a new line of plant-based shakes aimed at children and young people called “Shake Ups.” These shakes offer 13g of pea protein and 3g of fiber and come in two appealing flavors: Chocolotta and Viva Vanilla, catering to the increasing demand for plant-based options among families.
Additionally, Starbucks has launched a line of protein drinks in the UK, with 20g of protein per bottle in flavors such as caramel hazelnut and chocolate mocha. This move underscores the growing demand for convenient high-protein beverages that fit into consumers’ busy lifestyles and highlights the trend of established brands entering the protein beverage category.
What’s Next in Protein Beverages Trends?
The protein beverage market is growing fast and influenced by new technologies and trends reshaping the category. One notable development is precision fermentation protein, where microbes are used to produce lab-grown plant proteins. This innovation enhances functionality and taste, promotes sustainability, and offers highly digestible, allergen-free, and neutral-flavored options.
Another trend gaining traction is using upcycled protein sources, extracting protein from agricultural byproducts, such as sunflower and hemp. This approach reduces food waste, lowers environmental impact, and provides unique amino acid profiles that appeal to eco-conscious consumers.
Moreover, the blending of various plant proteins is helping create beverages with a smoother texture and more balanced mouthfeel. On the other hand, advances in whey protein formats, including clear and fermented whey, alongside fortifications with probiotics, collagen, or nootropics, are opening more space for innovation in this category. Overall, consumers are driving innovation, seeking products that offer functional benefits, diverse flavors, and convenient formats, all while prioritizing natural ingredients and sustainability.
This article is based on Innova’s Trending in Protein Beverages – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
