Restaurants: Protein Power Up: Starbucks Brews Up Health Trend with Protein Coffee Test

Why it is the topic trending:

• Growing demand for protein-packed drinks as consumers prioritize health and wellness.

• The "protein is hot" trend extends beyond social media order hacks.

• Restaurant brands like Dutch Bros Coffee and Smoothie King have already added more protein to their products.

• High-protein diets are important for maintaining muscle, especially for people taking appetite-suppressing injectable treatments like Ozempic and Wegovy.

• A significant number of Americans are expected to be taking versions of GLP-1 drugs in the coming years, further driving demand for protein.

Overview: Starbucks, the world's largest coffee chain, is responding to the increasing consumer demand for protein by testing protein in its cold foam. This initiative is part of their "Back to Starbucks" plan aimed at reversing a decline in foot traffic and sales by focusing on core offerings and relevant trends. The test targets various consumer groups, including young adults, older individuals, and those using GLP-1 medications.

Detailed Findings:

• Product: Starbucks is testing protein in its cold foam.

• Motivation: To tap into the growing demand for protein-packed drinks for health and wellness.

• Target Consumers: 20-year-old males, 50-year-old females, and people taking GLP-1 drugs.

• Reasoning: Starbucks observed customers adding their own protein powder or protein drinks to their espresso over ice.

• Past Attempts: Starbucks previously offered protein smoothies (Vivanno shakes) but discontinued them in 2018. They also launched a protein drink in the UK last year.

• Flexibility: The protein powder being tested can likely be added to any of Starbucks' cold foam flavors.

• Testing Phase: The protein cold foam is currently being tested in five locations in the U.S. under Starbucks' "Starting Five" model.

• Timeline: Starbucks anticipates launching the protein cold foam relatively soon, within months, not years.

Key success factors of product (trend):

• Alignment with Health Trends: The product directly caters to the growing consumer focus on protein intake for health and wellness.

• Convenience: Offers a convenient way for consumers to add protein to their existing Starbucks coffee orders.

• Meeting Existing Consumer Behavior: Addresses the current practice of customers adding their own protein to Starbucks drinks.

• Broad Appeal: Targets multiple consumer demographics with varying motivations for increasing protein intake.

• Leveraging Existing Product Platform: Integrates protein into the popular cold foam, potentially allowing for flavor customization.

• Potential for "Better-For-You" Image: Could enhance Starbucks' image as a brand that caters to health-conscious consumers.

Key Takeaway: Starbucks is strategically tapping into the significant and growing health trend surrounding protein consumption by testing protein-infused cold foam. This move aims to improve the customer experience, cater to a wider range of consumers, and potentially reverse recent declines in foot traffic and sales by aligning with current dietary and wellness trends.

Main Trend: The main trend is the increasing consumer demand for protein-enhanced food and beverages driven by health and wellness goals, weight management trends (like GLP-1 drugs), and a general focus on higher protein intake.

Description of the trend: Protein Power in Everyday Beverages

What is consumer motivation:

• Health and Wellness: Consumers are actively seeking ways to increase their protein intake to support muscle health, satiety, and overall well-being.

• Weight Management: The popularity of high-protein diets for weight management, including those related to medications like Ozempic and Wegovy, is a significant motivator.

• Convenience and Efficiency: Consumers are looking for convenient ways to incorporate more protein into their busy lifestyles, such as adding it to their regular coffee.

• Performance and Fitness: Individuals focused on fitness and athletic performance often prioritize protein intake for muscle recovery and growth.

What is driving trend:

• Growing Awareness of Protein Benefits: Increased education and media coverage have highlighted the importance of protein in a balanced diet.

• Popularity of High-Protein Diets: Various dietary trends and weight loss programs emphasizing protein have gained widespread traction.

• Influence of Social Media and Influencers: Fitness and wellness influencers often promote high-protein diets and products.

• Aging Population: Older adults are increasingly aware of the need for adequate protein to maintain muscle mass as they age.

• Impact of GLP-1 Medications: The rising use of appetite-suppressing drugs necessitates a focus on protein intake to prevent muscle loss.

What is motivation beyond the trend:

• Feeling Fuller for Longer: Protein is known for its satiating properties, helping consumers feel fuller and potentially reducing overall calorie intake.

• Improved Energy Levels: Adequate protein intake can contribute to stable energy levels throughout the day.

• Support for Metabolic Health: Protein plays a crucial role in various metabolic processes in the body.

• Taste and Texture Preferences: While health is a primary driver, the success of protein-enhanced products also depends on whether they taste and feel appealing to consumers.

Description of consumers article is referring to:

Best Description: The article primarily refers to Starbucks customers in the U.S. who are seeking to increase their protein intake for various health and wellness reasons. This includes individuals across different age groups and those specifically using GLP-1 medications for weight management.

• Protein-Seeking Starbucks Customers: Individuals who regularly visit Starbucks and are looking for convenient ways to add protein to their beverages.

• Cross-Generational Audience: The test specifically targets 20-year-old males and 50-year-old females, indicating a broad age appeal.

• Health-Conscious Consumers: Customers motivated by general health and wellness goals to increase their protein intake.

• Weight Management Focused: Individuals, including those using GLP-1 drugs, who are prioritizing protein intake as part of their weight management strategies.

• Convenience-Seeking Consumers: Those who appreciate the ease of adding protein to their existing Starbucks order rather than preparing it separately.

Who are the consumers implied by article:

• Who are them: Primarily Starbucks customers in the United States.

• What kind of products they like: Starbucks coffee and other beverages, and increasingly, options with added protein. They might also consume protein powders, protein drinks, and other high-protein foods.

• What is their age?: The article specifically mentions 20-year-old males and 50-year-old females, suggesting a focus across different adult age groups.

• What is their gender?: Both male and female consumers are mentioned as target groups.

• What is their income?: Starbucks generally caters to a broad income range, so the target consumers likely represent a similar spectrum.

• What is their lifestyle: Likely includes individuals who value convenience, are health-conscious to varying degrees, and may be influenced by current wellness trends. Some may be actively managing their weight or focused on fitness.

• What are their category article is referring shopping preferences: They are likely regular Starbucks customers who are open to trying new menu items, especially those aligning with health and wellness trends.

• Are they low, occasional or frequent category shoppers: Likely includes both frequent Starbucks customers who are looking for healthier options within their routine and occasional customers who might be drawn in by the protein offering.

• What are their general shopping preferences-how they shop products, shopping motivations): They likely appreciate convenience and are willing to incorporate products into their existing routines. Their motivations include health benefits, weight management, and possibly taste and enjoyment.

Conclusions: Starbucks' decision to test protein cold foam reflects a strategic move to capitalize on the strong and growing consumer demand for protein-enhanced products. By catering to health and wellness trends, including the increasing use of weight management medications, Starbucks aims to attract a broader customer base and potentially boost sales and foot traffic.

Implications for brands:

• Recognize the Power of Protein: Brands across the food and beverage industry should acknowledge the significant consumer interest in protein and explore opportunities to incorporate it into their offerings.

• Cater to Health and Wellness Trends: Aligning product innovation with prevalent health and wellness trends, such as increased protein intake, can lead to greater consumer appeal.

• Consider Diverse Consumer Needs: Recognize that the motivation for protein consumption varies across demographics, from fitness enthusiasts to individuals managing weight.

• Offer Convenient Solutions: Providing easy and accessible ways for consumers to increase their protein intake can be a key differentiator.

• Adapt Existing Product Lines: Explore opportunities to enhance existing popular products with added protein to attract health-conscious customers without drastically changing their habits.

Implication for society:

• Increased Availability of Protein-Enhanced Options: Consumers will have more choices for convenient protein sources in their everyday food and beverage selections.

• Potential for Improved Dietary Habits: Easier access to protein-rich options could contribute to better overall protein intake in the population.

• Normalization of Health-Focused Choices: The mainstream adoption of protein-enhanced products by large chains like Starbucks could further normalize health-conscious food and beverage choices.

Implications for consumers:

• More Convenient Ways to Increase Protein Intake: Consumers can easily add protein to their regular Starbucks coffee without needing to bring their own supplements.

• Options Tailored to Health and Wellness Goals: Individuals focused on weight management, muscle health, or general well-being will have more readily available choices.

• Potential for New Taste Experiences: Protein-infused cold foam could offer a different texture and potentially flavor profile to their favorite coffee drinks.

• Possible Increased Costs: Protein additions might lead to slightly higher prices for these beverages.

Implication for Future:

• Continued Growth of Protein-Enhanced Market: The demand for protein in various food and beverage categories is likely to continue its upward trend.

• Innovation in Protein Delivery: Expect to see more creative ways to incorporate protein into different types of products and formats.

• Personalized Nutrition Focus: Future trends might involve more personalized protein recommendations and product offerings based on individual needs and goals.

• Integration of Health Trends into Mainstream Offerings: Large food and beverage chains will likely continue to adapt their menus to align with evolving health and wellness consumer preferences.

Consumer Trend (name, detailed description): Mainstreaming of Protein: The integration of protein as a key nutritional component into everyday food and beverage products, moving beyond niche fitness markets to appeal to a wider range of health-conscious consumers.

Consumer Sub Trend (name, detailed description): Convenient Wellness: The increasing demand for easy and convenient ways for consumers to incorporate health and wellness practices into their daily routines, such as adding protein to their regular coffee.

Big Social Trend (name, detailed description): Health and Wellness Prioritization: A significant and growing societal focus on personal health and well-being, influencing consumer choices across various industries, including food and beverage.

Worldwide Social Trend (name, detailed description): Self-Optimization: A global trend where individuals actively seek ways to improve their physical and mental well-being through diet, exercise, and lifestyle choices, including optimizing their nutritional intake.

Social Drive (name, detailed description): Desire for Improved Health and Functionality: Consumers are driven by the desire to improve their physical health, maintain muscle mass, manage weight, and enhance their overall bodily functions through dietary choices like increased protein intake.

Learnings for brands to use in 2025:

• Protein is a Key Ingredient for Innovation: Recognizing the widespread consumer demand for protein is crucial for developing successful new products.

• Convenience is Paramount: Offering easy and integrated ways for consumers to increase their protein intake resonates strongly with busy lifestyles.

• Targeting Specific Needs Can Be Effective: Identifying and catering to specific consumer groups with distinct motivations for protein intake (e.g., weight management, fitness, general wellness) can lead to targeted and successful product launches.

• Leverage Existing Product Platforms: Integrating new trends into existing popular products can be a lower-risk way to attract health-conscious consumers.

Strategy Recommendations for brands to follow in 2025:

• Explore Protein Integration Across Categories: Evaluate opportunities to add protein to various food and beverage products, not just traditional protein-focused items.

• Highlight Protein Content Clearly: Ensure that the protein content of products is clearly communicated to consumers on packaging and in marketing materials.

• Offer Customizable Protein Options: Consider allowing consumers to customize the amount of protein they add to their beverages or meals.

• Educate Consumers on Protein Benefits: Provide information and resources to educate consumers on the benefits of adequate protein intake.

• Monitor Emerging Health Trends: Stay informed about evolving health and wellness trends, including the impact of medications like GLP-1 drugs, to identify future opportunities for innovation.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The Mainstreaming of Protein represents a significant opportunity for food and beverage brands in 2025, and to capitalize on this, companies should strategically integrate protein into their product offerings in convenient and appealing ways, catering to the growing health and wellness focus of consumers across various demographics.

Final Note:

• Core Trend: Mainstreaming of Protein: Protein is no longer a niche concern but a key nutritional focus for a broad consumer base.

• Core Strategy: Convenient Integration: Making it easy for consumers to add protein to their existing routines is crucial for success.

• Core Industry Trend: Health and Wellness Focus: The food and beverage industry is increasingly aligning its innovations with consumer health and wellness priorities.

• Core Consumer Motivation: Desire for Improved Health and Functionality: Consumers are actively seeking ways to improve their physical well-being through their dietary choices.

Final Conclusion: The trend of protein mainstreaming is reshaping the food and beverage landscape, and Starbucks' move to test protein coffee is a clear indicator of this shift. Brands that proactively respond to this consumer demand by offering convenient, appealing, and effective protein-enhanced options are poised for success in 2025 and beyond.

Core Trend Detailed: The core trend of the Mainstreaming of Protein describes the shift in consumer perception and consumption of protein. It's no longer solely associated with athletes or bodybuilders but has become a widely recognized and sought-after nutrient for general health, wellness, and weight management. This trend signifies a fundamental change in dietary priorities for a significant portion of the population, influencing their food and beverage choices across various categories and consumption occasions. Protein is now seen as a vital component for muscle maintenance, satiety, energy levels, and overall well-being, driving its integration into a wider array of everyday products.

Key Characteristics of the Core trend:

• Broad Consumer Appeal: Protein is no longer just for fitness enthusiasts; it appeals to a diverse range of consumers, including those focused on general health, weight management, and healthy aging.

• Integration into Everyday Foods and Beverages: Protein is increasingly being added to common products like coffee, snacks, yogurt, and even baked goods, making it more accessible to consumers.

• Focus on Convenience: Consumers are looking for easy and convenient ways to incorporate more protein into their busy lifestyles.

• Perceived Health Benefits: Protein is widely perceived as a healthy and beneficial nutrient, contributing to its popularity.

• Influence of Weight Management Trends: The effectiveness of high-protein diets for weight loss and management has significantly contributed to the mainstreaming of protein.

Market and Cultural Signals Supporting the Trend:

• Increased Media Coverage of Protein Benefits: Mainstream media and health publications frequently highlight the importance of protein intake.

• Proliferation of Protein-Enhanced Products: The market is flooded with new products touting high protein content, indicating strong industry investment and belief in the trend.

• Social Media Influence: Fitness and wellness influencers actively promote protein consumption and related products.

• Growing Awareness of Sarcopenia: Increased understanding of age-related muscle loss (sarcopenia) drives protein consumption among older adults.

• Impact of Medications Like GLP-1s: The growing use of weight management drugs that necessitate higher protein intake has further amplified the trend.

How the Trend Is Changing Consumer Behavior:

• Actively Seeking Protein Content: Consumers are now more likely to check nutrition labels for protein content when making purchasing decisions.

• Prioritizing Protein in Meal Planning: Individuals are consciously incorporating more protein-rich foods into their daily meals and snacks.

• Experimenting with Protein-Enhanced Products: Consumers are willing to try new products that offer convenient ways to increase their protein intake.

• Viewing Protein as a Functional Ingredient: Protein is increasingly seen as a functional ingredient that provides specific health benefits beyond basic nutrition.

Implications Across the Ecosystem:

• For Brands and CPGs: Significant opportunities exist to innovate and create new protein-enhanced products across various categories. Clear communication of protein content and benefits is crucial.

• For Retailers: Need to dedicate more shelf space to protein-rich and protein-enhanced products to meet consumer demand. Consider featuring these products in prominent locations within stores.

• For Consumers: Greater access to a wider variety of protein-rich options, offering more choices to meet their individual dietary needs and preferences.

Strategic Forecast:

• The mainstreaming of protein is expected to continue for the foreseeable future, with further integration of protein into unexpected product categories.

• Plant-based protein sources will likely gain even more prominence as consumers seek diverse and sustainable options.

• Expect to see more sophisticated protein formulations that focus on digestibility and specific health benefits.

• Personalized nutrition approaches might lead to protein recommendations tailored to individual needs based on factors like age, activity level, and health goals.

Areas of innovation (based on discovered trend):

• Protein-Infused Beverages: Beyond coffee, expect to see more protein added to teas, juices, and even water.

• Protein-Fortified Snacks: From chips to granola bars, a wider range of snacks will likely be enhanced with protein.

• Protein in Unexpected Categories: Think protein-enriched pasta, bread, or even condiments.

• Plant-Based Protein Innovations: Continued development of novel and appealing plant-based protein sources and products.

• Personalized Protein Solutions: Products or services that offer customized protein recommendations and delivery based on individual needs.

Final Thought (summary): The mainstreaming of protein is a powerful and enduring trend that presents significant opportunities for innovation across the food and beverage industry. By understanding the evolving consumer needs and motivations surrounding protein consumption, brands can strategically develop products that resonate with a health-conscious and increasingly protein-aware population.

Source: https://www.axios.com/2025/06/10/starbucks-coffee-protein-powder-cold-foam