Category
Lifestyle
Assisted Choices
Trend cluster
Category
Protein
Coffee
Brands are infusing coffee with protein to deliver a new kind of functional drink.
5.1
Trend score
Trend
What is the Protein Coffee trend?
Protein Coffee: A number of coffee brands have begun offering ready-to-drink products that combine coffee and protein. These functional beverages feature the performance-focused benefits of both ingredients and deliver them in a single format that prioritizes taste.
Insight
The consumer insight behind the Protein Coffee trend
Fitness enthusiasts routinely turn to protein shakes and caffeine-based drinks when looking to enhance their exercise performance and recovery. However, these are traditionally offered as separate products, the latter of which tend to arrive in the form of extra-strong pre-workouts. As a result, several brands have begun releasing a milder two-in-one product that blends coffee's flavor and energizing effects with the muscle-building properties of a protein shake.
Trend themes
Themes within the Protein Coffee trend
Three behaviours holding the trend together01
Protein-Infused Coffee
Brands are blending coffee and protein to create functional beverages with performance-focused benefits.
02
Cold Brew Beverages
Cold brew is becoming a popular base for innovative coffee drinks, including smoothies and churro-inspired beverages.
03
Direct Trading Partnerships
Companies are partnering with coffee growers for ethical and sustainable sourcing, offering opportunities for disruption in the coffee supply chain.
Industry implications
What the Protein Coffee trend means for industry
Where the trend changes the playbookFor
Fitness and Sports Nutrition
Protein coffee products offer performance and recovery benefits for fitness enthusiasts and athletes.
For
Coffee and Beverages
The coffee industry is continually exploring new flavor profiles and functional ingredients for coffee-based beverages.
For
Sustainable Sourcing
Direct trading partnerships provide opportunities for ethical and sustainable sourcing in the coffee industry.
Workshop question
How could your brand combine elements to create a more convenient product?
Trend signals
Trend signals for Protein Coffee
Trend score 5.1 out of 10, from popularity 74%, activity 66%, freshness 13%.
Popularity74%
Activity66%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Protein Coffee trend
9 featured examples from Mar 17, 2021 to Mar 14, 2024CategoryLifestyle
Protein-Packed Cold Brews
'brüst' Partnered with Denis Shapovalov to Grow its CPG Brand
Coffee and beverage companies can consider adding protein to their products to appeal to health-conscious consumers and disrupt the industry.
CategoryMarketing
Protein-Packed Cold Coffees
The Alani Nu Protein Coffees Come in Four Flavors
There is a growth opportunity for beverage makers for functional beverages that cater to different dietary and nutritional needs of the market.
CategoryMarketing
Protein-Enriched Coffee Drinks
The Kitu Life Super Coffee Blueberry Latte has 10-Grams of Protein
Opportunity for manufacturers to create innovative protein-enriched drinks for health-conscious consumers.
CategoryLifestyle
Cold Brew Smoothies
Pressed's Limited-Edition Smoothies are Enhanced with Maca & Reishi
Beverage companies can experiment with incorporating functional ingredients into their cold brews for added health benefits.
CategoryLifestyle
Black Latte Drink Mixes
This Plant-Based Beverage Helps Increase Your Metabolic Rate
The black latte drink mix highlights a growing market for healthy food and beverage products.
CategoryLifestyle
High-Protein Coffee Drinks
Thunder Coffee Milk Launches in 7-Eleven Locations Across the US
Coffee producers can expand their product lines by incorporating protein fortification to appeal to health-conscious consumers.
CategoryMarketing
Protein-Packed Cold Brews
High Brew's Creamy Cappuccino + Protein is Nutritious and Delicious
Incorporating protein and fiber into existing beverage products or developing new ones can open up a new market segment for companies.
CategoryLifestyle
Canned Collaboration Protein Coffees
Jimmy’s x Myprotein Iced Coffee Has 5.6-Grams of Protein
The beverage industry can explore protein-enriched drinks to cater to health-conscious consumers seeking convenient nutrition options.
CategoryLifestyle
Churro-Inspired Beverages
The Winter Menu at Peet's Coffee Features New Handcrafted Drinks
The winter menu offerings at Peet's Coffee present an opportunity for coffee shops to incorporate unique flavor profiles and seasonal drinks into their menus.
