Cereal, chips, ice cream, popcorn, and even candy seem to be incorporating protein more frequently, reflecting a growing trend.
Over the past few years, there has been a notable increase in protein-enriched food options available in stores. Beginning on September 29, Starbucks will join this trend by introducing protein-enhanced beverages to its morning menu.
In the upcoming weeks, both U.S. and Canadian Starbucks locations will introduce a selection of lattes made with “protein-boosted” milk and protein cold foam that can be added to any regular drink. These new offerings are expected to provide between 15 to 36 grams of protein per serving.
This move comes shortly after Tim Hortons launched its own protein-rich latte, featuring a lactose-free, high-protein dairy drink that delivers 17 to 20 grams of protein per cup.
With the rising interest in health and muscle-building endeavors, individuals are seeking convenient ways to consume ample protein, leading to a proliferation of high-protein products. Despite potential inaccuracies in the underlying information, experts highlight the lucrative opportunities in capitalizing on this current health trend.
A lucrative market
According to retail analyst Bruce Winder, the protein market is currently valued at billions of dollars, showing a consistent annual growth rate of approximately seven percent.
Winder emphasized the increasing demand for protein among individuals dedicated to health and fitness, stating that many are recognizing the importance of protein intake.
He anticipates that the introduction of protein-enhanced products by Starbucks and Tim Hortons will generate additional revenue, as such features typically come with a slight price premium. While Starbucks has not disclosed pricing for its new offerings, Tim Hortons’ protein drink is priced at $4.49, compared to $3.69 for a regular latte. Customers can also opt to add the dairy protein beverage to other drinks for an extra 80 cents.