On the YouTube channel “Tito Time,” in episode 6 titled “Tito and Mr. Humorous Study About Protein Meals,” Tito talks about how he hears grown-ups speak about protein on a regular basis, however doesn’t know what it’s. To be taught, he asks his smartwatch, which explains the significance of protein vitamins for constructing and repairing muscle groups, nails, pores and skin, hair, bones, and organs, and the way protein can come from animals in addition to vegetation.
With protein popping up in additional locations, together with youngsters’s programming, it might be exhausting to disclaim the ability of protein in at the moment’s new product improvement.
“Protein continues to carry out exceptionally nicely, and the previous yr was no exception. Demand is broad-based, with customers persistently rating protein because the nutrient they attempt to eat,” says Emily Berg, advertising supervisor for drinks at Cargill, Minneapolis, citing IFI Meals & Well being Survey, 2025. “We’ve additionally seen robust innovation throughout classes, from conventional shakes to refreshing new codecs, which has helped gasoline development.”
Pierre Battu, managing director for Asia at OSF Flavors, Windsor, Conn., highlights how protein’s standing has developed to change into a prevailing ingredient for formulators.
“The protein market has remained robust, evolving from a distinct segment efficiency driver right into a mainstream wellness expectation,” he says. “Whereas conventional sports activities drinks are nonetheless the spine, the quickest development has come from ready-to-drink (RTD) protein drinks positioned for vitality, restoration, and satiety. Shoppers now anticipate protein not solely within the health club context but in addition in handy codecs that match their day by day routine.”
Niki Kennedy, director of insights and content material at Glanbia Nutritionals, Chicago, echoes related ideas on the nutrient’s mainstream standing, whereas calling consideration to its rising focus as weight administration options like GLP-1s having gained standing.
“The demand for dairy protein, specifically whey protein isolate, has pushed dairy markets to traditionally excessive locations,” she says. “A rising tide for protein has been supported by the proliferation of protein in additional mainstream merchandise, augmented by the significance of nutrient density as GLP-1 anti-obesity drugs impression many customers.
“Protein continues to shine because the one macronutrient with a constant, constructive picture,” Kennedy continues. “All of those components have contributed to development in ready-to-drink and ready-to-mix protein beverage codecs.”
These components all are contributing to customers rising curiosity in protein-fortified drinks.
“Curiosity in protein-fortified drinks is rising for a couple of key causes,” says QiQi Peng, supervisor of functions for cheese and elements at Hilmar, Hilmar, Calif. “Whereas among the buzz is tied to folks utilizing drugs that have an effect on urge for food — a lot of whom are growing their protein consumption to assist keep full and keep muscle — this pattern is way broader.
“An increasing number of customers are paying shut consideration to their protein consumption,” she continues. “The truth is, many individuals now say protein is without doubt one of the most necessary vitamins of their eating regimen. Within the U.S., over half of customers monitor how a lot protein they’re getting — simply as fastidiously as they watch sugar, and much more than energy.”
Peng provides that buyers are in search of handy methods to include protein to assist fullness, muscle well being, and weight reduction.
“That’s why we’re seeing extra innovation in drinks that make it simple to get a protein enhance — whether or not it’s in a smoothie, a espresso drink, or a refreshing clear beverage,” she says.
Glanbia’s Kennedy echoes related sentiments on protein’s profit in addition to how drinks are supporting these wants.
“As customers assist more healthy existence, high-sugar, nutrient-poor drinks proceed to get replaced by extra nourishing choices,” she says. “Protein-fortified drinks are filling this house and can seemingly increase as ingredient expertise helps new varieties of protein beverage fortification exterior conventional impartial choices.”
Cargill’s Berg explains that within the firm’s 2025 Protein Profile report it discovered that 61% of customers indicated they elevated their protein consumption in 2024, which is up from 48% indicating as such in 2019. The research additionally discovered that 57% of those that learn diet labels examine protein content material.
“Right this moment’s shakes, smoothies, and RTDs make it simple to get that protein on the go. It’s not simply athletes reaching for protein-powered drinks,” Berg says. “From mother and father to Gen Z, everybody sees protein’s necessary position in general well being and wellness. This increasing viewers is creating alternatives for manufacturers to carry protein into extra beverage events.”
OSF Taste’s Battu explains that buyers’ curiosity in protein has helped the nutrient increase past conventional protein shakes. For example, purposeful coffees and teas like Bulletproof’s high-protein iced espresso, he says.
Battu additionally factors to smoothies and juice blends that layer protein with fruits and superfoods, hydration/vitality drinks that pair protein with electrolytes or adaptogens, dairy alternate options that ship on protein degree comparable with dairy, and snack-style drinks in dessert-like codecs.
Glanbia’s Kennedy additionally highlights the evolution of protein ingredient past conventional shakes.
“Even conventional fluid milk product extensions with extra protein fortification are getting into the market,” she says. “Protein-fortified water, espresso and carbonated mushy drinks are discovering niches that would evolve into sizable classes. Including protein to vitality and hydration, in each RTD and RTM codecs, is one other pattern.”
Cargill’s Berg particularly highlights the position that clear proteins are enjoying.
“Clear proteins are rewriting the principles, taking protein past the shake,” she says. “We’re now seeing launches in flavored waters, sodas and extra. At this level, there’s virtually no beverage class the place manufacturers aren’t exploring the best way to add protein.”
Hilmar’s Peng additionally denotes the advantages of incorporating protein into clear drinks.
“One notable space of development is in clear protein drinks, notably these using whey protein isolate,” she says. “These merchandise supply a lighter, extra hydrating various to opaque protein shakes and are sometimes formulated with fruit-forward or tart taste profiles. Their attraction lies within the mixture of excessive protein content material and sensory traits that align with client preferences for refreshment and comfort.”
Different choices
As curiosity in protein elements will increase, suppliers are tapping into rising options. Nevertheless, these options include extra variables that producers should consider.
“Each various protein supply has distinctive properties, so it’s necessary to match the protein to the appliance,” says Andrew Zumbusch, senior analysis scientist at Cargill. “Pea protein, specifically, has superior dramatically lately. By unlocking extra of its performance, we are able to now design proteins for particular functions, enabling us to create merchandise with larger protein ranges that also ship nice sensory experiences.”
Zumbusch explains that Cargill’s PURIS portfolio gives a variety of viscosities, impacting how the protein features in functions.
“Some PURIS proteins are designed to construct physique in drinks, whereas others — like PURIS 870H or ClearP hydrolyzed pea protein — received’t construct viscosity even underneath warmth,” he says. “As we get extra performance from these proteins, we’re additionally discovering alternatives to simplify labels. PURIS RTX is a superb instance. In our prototype work, we’ve used this pea protein focus to craft a plant-based dairy-alternative milk with out added stabilizers, one other step ahead for label-friendly formulation.”
When working with plant-based proteins, OSF Taste’s Battu explains that formulators ought to contemplate the variable in off-note intensities primarily based on the protein supply.
“For soy, which has a beany or legume taste, roasted, mocha, or cereal notes may help masks its style,” Battu says. “Oat/almond, cereal/nutty [like] toasted and cookie-like flavors improve heat. Grassy/earthy masks with citrus, berry, or nutty notes.”
Glanbia’s Kennedy additionally notes the significance of delivering clear style and clean texture when working with plant-based proteins, however shares extra issues.
“One other challenge is that many plant-protein sources don’t present full proteins, that means they lack some key amino acids, which is changing into extra necessary to discerning customers,” she says. “These challenges might be overcome with functionally optimized and blended plant-protein options, however expertise in each format and protein operate are very important to success. Scaling the quite a few potential plant protein sources is one other challenge.”
Developed for fulfillment
Whether or not working with animal- or plant-based protein, suppliers observe there are a number of necessary components that formulators ought to contemplate when growing ready-to-drink drinks.
“Whereas customers typically deal with complete protein content material — believing that ‘extra is healthier’ —not all proteins are created equal,” Hilmar’s Peng says. “From a meals science perspective, it’s important to know how totally different proteins behave within the physique post-consumption, as this instantly impacts their dietary impression.
“Milk and whey proteins are extensively used resulting from their excessive bioavailability, glorious solubility and good warmth stability,” she continues. “For customers with dairy sensitivities, plant-based proteins similar to pea, soy, rice, and oat supply viable alternate options. Moreover, hydrolyzed proteins are gaining reputation for his or her pre-digested kind, which permits for quicker absorption and simpler digestion.”
Extra components for producers to think about are protein elements’ impression on style and texture.
“Style and mouthfeel is the No. 1 consideration that beverage-makers can not sacrifice on so as to get repeat buy,” Glanbia’s Kennedy says. “Comfort is one other consideration, notably for ready-to-mix codecs. Shoppers now demand a dispersible powder that goes simply into resolution. Particular person stick packs are additionally a format driver on this house.”
Cargill’s Zumbusch echoes related ideas, emphasizing the significance of solubility.
“With drinks, solubility is essential,” he says. “Nobody desires grit or sludge on the backside of the bottle. Shoppers anticipate clean, creamy mouthfeels, however some proteins simply aren’t very soluble. Our three way partnership accomplice PURIS tackled this head on, formulating PURIS 2.0 particularly for drinks. It gives superior solubility and improved style in comparison with most different pea protein choices, enabling larger protein concentrations with out compromising product high quality.”
Zumbusch additional particulars the impression that acidity and processing temperatures can have on protein elements.
“Acidity is one other problem, as many plant proteins break down in low-pH environments. PURIS HiLo helps clear up that drawback, bringing extra stability and smoothness to low-pH drinks,” he says. “Processing provides additional complexity. At larger inclusion ranges (20-plus grams of protein per serving), some plant proteins could clog ultra-high temperature (UHT) machines. Sustaining mouthfeel over shelf life is one other concern as some plant proteins could trigger high-protein drinks to change into extra viscous over time, yielding a ultimate product that’s extra akin to pudding than a drink.”
OSF Taste’s Battu additionally explains that processing stability needs to be thought of with protein fortification.
“Warmth remedy, pH, and protein sort have an effect on solubility, sedimentation, and texture. Clean mouthfeel and no clumping are essential for on-the-go consumption,” he says.
Battu additional factors to flavors’ capacity to assist protein drinks.
“Excessive protein hundreds carry bitterness, chalkiness, and cereal or grassy notes,” he says. “A novel multi-layered method is utilized in Maskers developed by OSF FLAVORS. This layered technique not solely masks undesirable notes but in addition improves mouthfeel, permitting high-protein drinks to style balanced and indulgent.”
What’s to return
As innovators look to face out with their new releases, consultants spotlight that it will likely be essential to take a look at the methods they will differentiate.
“Extra tailor-made or goal options are on the horizon for protein and drinks,” Glanbia’s Kennedy says. “Personalization of particular optimum beverage options looms on the horizon. Many methods can be utilized to create protein drinks that align with client curiosity and timing preferences. Examples embrace refueling drinks from pre- or post-workout to extra lively life-style sustenance.
“Drinks for on-the-go consumption, sustained vitality gaming drinks, mid-morning protein photographs, refueling and late-night calm and restful sleep drinks, amongst others,” she continues. “We suspect that beverage classes fulfilling core wants of hydration and vitality are going to increase into the protein house as customers search for multi-benefit merchandise that work more durable in attaining their well being targets.”
Cargill’s Berg echoes related sentiments in regards to the significance of differentiation in at the moment’s beverage market.
“Because the high-protein beverage market matures, differentiation is changing into essential,” Berg says. “The following wave is ‘Protein Plus’ — pairing protein with different purposeful advantages like vitality, rest or nutritional vitamins to create multifunctional drinks. On the similar time, as cabinets change into extra crowded, manufacturers must be crystal clear in regards to the client ‘job to be carried out’ — whether or not it’s post-workout restoration, all-day hydration, or a satiating snack — and design their protein choices accordingly.
“Readability advances are additionally increasing alternatives, making it attainable to formulate protein drinks in classes like juices and flavored waters,” she continues. “Nonetheless, whereas front-of-pack claims could encourage trial, repeat buy comes all the way down to style. That’s the place Cargill helps manufacturers win, with sweetener techniques to ship on the style.”
Past personalization, growth of pre- and post-workout options, OSF Taste’s Battu says that protein beverage improvements may take inspiration from subtle culinary profiles like “lighter sweets, toasted caramels, international fruits, or savory-sweet fusions (e.g., miso caramel) — that masks protein bitterness whereas interesting to adventurous, health-focused customers.”
Nevertheless, customers select to include protein into their diets, beverage-makers have the instruments to make them fascinating.
