All those fitness influencers telling everyone to eat protein may have more influence than you think.
What happened: Starbucks announced that on Sept. 29 it will roll out high-protein drinks and foam options throughout the U.S. and Canada, as it jumps on the latest food trend that’s sweeping across North America.
- Legacy companies like PepsiCo believe the protein category for their businesses will continue to grow, while new upstarts are rapidly growing, like David Protein Bars, which expects to generate US$100 million in revenue in its first year.
- The protein craze is reshaping other industries like dairy farms, with the market for whey protein is expected to double over the next decade.
Zoom out: Protein’s popularity has skyrocketed in recent years, with around a third of U.S. consumers saying they loved it last quarter, up from 24% three years ago, while 70% of consumers say they’re trying to eat more of it. Gen Z has led the charge, with 50% saying high protein is healthy.
Why it matters: The rise in GLP-1 drugs has caused people to seek out more protein in their diet to supplement muscle loss, a potential side effect of the medication. As more people take the drugs, and healthy eating habits continue growing, protein’s skyrocketing consumption is likely here to stay.—GS