Consumers want protein. It’s not so much a trend as a foundational part of what ‘health and wellness’ mean to today’s consumers. Neither is it a hot new fad, but something that’s proven to be consistently important to consumers year on year.
But what’s changing is where protein shows up. And it’s no longer about heavy, dairy whey-based drinks for fitness freaks.
Protein has had a refreshing and reinvigorating revival: in the form of soda.
Soda: a drink for the masses
Protein has expanded across categories and occasions: from protein coffee at Starbucks to protein fortification in chocolate.
And it’s reached soda. Soda is a particularly promising frontier: because it’s already an integral part of the lives of millions of people.
And it appeals to a mass audience of ordinary people with everyday health and wellness goals.
“The target consumer for protein-forward sodas isn’t someone who’s counting macros before a workout,” observes Betty Kaufman, strategy director at US food and beverage agency, The Culinary Edge.
“They’re seeking refreshment that doesn’t feel like a compromise.
“This repositioning unlocks a significantly larger audience, and we’re seeing brands build product portfolios with this in mind.”
So what is a protein soda? On shelf, it looks very much akin to a standard soda: usually packaged in standard sized cans.
But protein sodas typically come with a chunky dose of protein: usually around 10g.
To put that in context, depending on body weight, the average adult should eat around 55g protein a day.
And protein sodas often tie in with other key better-for-you trends to meet the demands from today’s health conscious consumers: frequently also promoting being low in calories, low in sugar and free from artificial ingredients.
Powering up protein
The soda market is huge and continues to define the US beverage shelf.
Despite concerns around sugar or sweeteners, it remains a drink that people have known and loved for decades.
And it’s a drink that, first and foremost, offers flavour and fun.
With the emergence of the ‘Modern Soda’ movement, better-for-you drinks are finding a new mass, audience.
And putting protein into that is almost just a natural next step of the protein craze, says Sean Harapko, EY Americas Beverage Leader.
But here’s what’s key: protein soda doesn’t require consumers to spend hours searching out specialised options or protein supplements.
“Protein is showing up where the consumer is,” he said.
“If it’s in a can, and it’s pre-packaged, people are going to like that. And I think you’re going to see people take on more protein where their beverage preferences are.”
The protein craze
Dubbed the ‘proteinification of everything’, protein is now showing up across food and beverage.
It’s something that consumers have been after for years: and a nutrient they’re very conscious of needing.
But now, GLP-1 drugs are amplifying that need. And while heavier protein drinks might not be something that GLP-1 consumers search out, lighter, flavourful variations offer both protein and hydration.
“Protein diets have been around less carbs, more protein,” notes Harapko. “But GLP-1 is amplifying it here because of all the muscle loss that a lot of GLP-1 consumers experience.
“So protein is now being amplified a lot in the media.”
Carving out a space between traditional soda and gym protein
While the potential of protein soda comes from its ability to tap into the mass market soda movement, there are some distinctions.
Like other modern soda drinks, protein sodas tap into a more positive, aspirational, better-for-you image than traditional soda.
But it’s a path that needs to be carefully navigated. On the one hand, protein sodas have a lot to be gained from better-for-you positioning: setting themselves as a positive alternative to traditional sugary sodas.
But on the other hand, they’re keen not to become too aligned to fitness fanatics. The answer, instead, is to focus more on lifestyle branding.
It’s about doing protein differently than before. Protein has made its way across the food and beverage space: but protein soda offers a new uplift into a permissive, indulgent space.
Here, flavours and fun remain centre-stage: and protein is a key selling point but one that isn’t necessarily shouted out at consumers.
“The brands gaining traction in this space are deliberately distancing themselves from the performance-focused culture that has long defined the protein shake category,” said Kaufman of The Culinary Edge.
“Success in this space looks like fruit-forward flavors, bright packaging, and a deliberate step back from the bold front-of-pack protein claims that define the bars and shakes category.”
