Protein is becoming increasingly popular in various food and beverage products, including snacks, sides, and now even beverages. The latest trend, known as “proffee,” which stands for protein-added coffee, has gained significant traction, especially on social media platforms like TikTok, where it has inspired over 20.2 million related posts.
Proffee involves health-conscious coffee drinkers blending protein powder, milk, coffee, and sweeteners to create indulgent, wellness-inspired drinks. Major businesses have also joined the proffee movement, with Peet’s Coffee introducing a Vitality Menu featuring protein-infused lattes made with Bob’s Red Mill Whey Protein Powder. Varieties include Vanilla Latte, Golden Latte with turmeric-ginger-honey, and Matcha Latte, all offering 20 grams of protein or more per serving.
Kristina Roach, senior director of brand marketing at Peet’s Coffee, emphasized the impact of trends like proffee on consumer preferences, stating that the Vitality Menu is a game-changer for fueling the new year. Starbucks has also entered the proffee market by launching a protein-infused ready-to-drink coffee beverage in the U.K., with plans to expand into other regions in the near future.
While Gen Z has played a significant role in driving the proffee craze, older generations are also showing interest in protein-enhanced products. Consumer research indicates that around 60% of Americans are actively seeking to increase their protein intake, driven by a desire for more nutrient-dense foods and beverages. Additionally, the trend aligns with weight loss goals, as higher protein intake can aid in blood sugar balance and promote satiety.
Nutritionists view the proffee trend positively, as it encourages consumers to consider their nutritional needs more carefully. However, they advise individuals to assess their protein requirements before incorporating proffee into their diets. Athletes, individuals aiming to maintain muscle mass, and those following plant-based diets may benefit most from protein-enhanced beverages like proffee.
On the consumer packaged goods (CPG) side, coffee-flavored protein isolates are gaining popularity, with brands like Icon Protein Coffee and Joyburst offering protein coffee beverages in various flavors. EverGrain by AB InBev showcased an innovative 20G Proffee Latte at a recent expo, incorporating Upcycled Barley Protein to align with the growing trend of upcycling food byproducts.
The protein movement extends beyond proffee, impacting various snack products designed to cater to American consumers’ wellness goals. A webinar on healthy snacking revealed that a majority of consumers seek snacks to manage energy levels and support wellness objectives.
In conclusion, the proffee trend reflects a broader shift towards protein-enhanced beverages and snacks, driven by consumer demand for healthier and more functional products. As the trend continues to evolve, it is essential for individuals to assess their protein needs and consult with healthcare professionals before making significant dietary changes.
