# Protein Coffee Brands are infusing coffee with protein to deliver a new kind of functional drink. By [Niko Pajkovic](https://www.trendhunter.com/NikoPajkovic), Senior Editor & Research Writer | Published Sep 8, 2022 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/protein-coffee ## Key Figures - Trend score: 5.1/10 - Evidence articles: 9 ## 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. ## 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. ## At a Glance - Evidence: 9 featured examples - Articles from: Mar 17, 2021 to Mar 14, 2024 - Published: Sep 8, 2022 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Protein Coffee trend ### Protein-Infused Coffee Brands are blending coffee and protein to create functional beverages with performance-focused benefits. ### Cold Brew Beverages Cold brew is becoming a popular base for innovative coffee drinks, including smoothies and churro-inspired beverages. ### Direct Trading Partnerships Companies are partnering with coffee growers for ethical and sustainable sourcing, offering opportunities for disruption in the coffee supply chain. ## What the Protein Coffee trend means for industry ### For 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 for Protein Coffee Trend score 5.1 out of 10, from popularity 74%, activity 66%, freshness 13%. - Popularity: 74% - Activity: 66% - Freshness: 13% ## Examples of the Protein Coffee trend 9 featured examples from Mar 17, 2021 to Mar 14, 2024. - [Protein-Packed Cold Brews](https://www.trendhunter.com/trends/brust-1): 'brüst' Partnered with Denis Shapovalov to Grow its CPG Brand (Category: Lifestyle) Implication: Coffee and beverage companies can consider adding protein to their products to appeal to health-conscious consumers and disrupt the industry. - [Protein-Packed Cold Coffees](https://www.trendhunter.com/trends/protein-coffees): The Alani Nu Protein Coffees Come in Four Flavors (Category: Marketing) Implication: There is a growth opportunity for beverage makers for functional beverages that cater to different dietary and nutritional needs of the market. - [Protein-Enriched Coffee Drinks](https://www.trendhunter.com/trends/super-coffee): The Kitu Life Super Coffee Blueberry Latte has 10-Grams of Protein (Category: Marketing) Implication: Opportunity for manufacturers to create innovative protein-enriched drinks for health-conscious consumers. - [Cold Brew Smoothies](https://www.trendhunter.com/trends/cold-brew-smoothies): Pressed's Limited-Edition Smoothies are Enhanced with Maca & Reishi (Category: Lifestyle) Implication: Beverage companies can experiment with incorporating functional ingredients into their cold brews for added health benefits. - [Black Latte Drink Mixes](https://www.trendhunter.com/trends/black-latte-drink-mix): This Plant-Based Beverage Helps Increase Your Metabolic Rate (Category: Lifestyle) Implication: The black latte drink mix highlights a growing market for healthy food and beverage products. - [High-Protein Coffee Drinks](https://www.trendhunter.com/trends/thunder-coffee-milk): Thunder Coffee Milk Launches in 7-Eleven Locations Across the US (Category: Lifestyle) Implication: Coffee producers can expand their product lines by incorporating protein fortification to appeal to health-conscious consumers. - [Protein-Packed Cold Brews](https://www.trendhunter.com/trends/high-brew): High Brew's Creamy Cappuccino + Protein is Nutritious and Delicious (Category: Marketing) Implication: Incorporating protein and fiber into existing beverage products or developing new ones can open up a new market segment for companies. - [Canned Collaboration Protein Coffees](https://www.trendhunter.com/trends/jimmys-x-myprotein-iced-coffee): Jimmy’s x Myprotein Iced Coffee Has 5.6-Grams of Protein (Category: Lifestyle) Implication: The beverage industry can explore protein-enriched drinks to cater to health-conscious consumers seeking convenient nutrition options. - [Churro-Inspired Beverages](https://www.trendhunter.com/trends/churroinspired-beverages): The Winter Menu at Peet's Coffee Features New Handcrafted Drinks (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)