These days, protein is finding its way into just about every snack, side, and now, even beverage. “Proffee,” protein-added coffee, began as a social media movement around late 2021 but has recently taken new heights. It has since inspired over 20.2 million related posts on TikTok alone.
The trend features health-conscious coffee drinkers blending protein powder, milk, coffee, and health-conscious sweeteners to make indulgent, wellness-inspired drinks.
Recently, businesses have even hopped on board: Peet’s Coffee’s latest Vitality Menu lineup includes protein-infused lattes made with Bob’s Red Mill Whey Protein Powder. The café chain offers a Vanilla Latte, a turmeric-ginger-honey-blended Golden Latte, and a green tea Matcha Latte, all boasting 20 grams of protein or more per serving.
“With Gen Z giving rise to trends like protein coffee or ‘proffee,’ our Vitality Menu is a game-changing way to fuel the new year,” said Kristina Roach, senior director of brand marketing at Peet’s Coffee, in a statement.
Last year, Starbucks, too, launched a protein-infused ready-to-drink coffee beverage for U.K. retailers, each offering 20g of protein per serving. There are plans to expand into Europe, the Middle East, and Africa regions in 2025.
Weight Loss Still Top-of-Mind
Although Gen Z culture has played a central role in the growth of the proffee craze, older generations are also likely to resonate with the movement.
Consumer research firm The Hartman Group found that roughly 60% of Americans are actively working to increase their protein intake. Moreover, the rise of GLP-1 agonists means consumers resolve to make the food and beverages they consume more nutrient-dense.
Even those not taking these weight-controlling drugs may seek to benefit from protein’s wellness effects.
“Increasing your protein intake is often recommended for weight loss. It can help balance your blood sugar and keep you feeling fuller for longer. This means you’re less likely to snack. But equally, eating any kind of protein before a meal could have this effect,” Dr. Daniel Atkinson, clinical lead at Treated.com, told The Food Institute in an article about Nestle’s Mocha-flavored high-protein Pre-Meal Hunger Support “Ozempic rival.”
Overall, nutritionists are optimistic about how the proffee trend is inspiring consumers to think critically about their nutrition needs, but it may not be necessary for the average consumer.
“Individuals should evaluate if they need the extra protein before jumping on the trend. … For those with increased protein needs, like athletes, those trying to maintain muscle mass, or people following plant-based diets, it may be beneficial,” UCSF Health registered dietician Bree Philips told Food & Wine.
When modifying a diet, one should consult a doctor to understand their health needs.
Protein Here, Protein There, Protein Everywhere
On the CPG side, coffee is becoming the preferred indulgent flavor for protein isolate users overall. Icon Protein Coffee Mocha Cappuccino and Protein Coffee French Vanilla are just two brands in a long list of CPGs in the niche.
Beverage maker Joyburst also recently revealed plans to release Light Roast and Dark Roast varieties of its protein coffee beverage, boasting 30 grams of protein per serving. The product will launch at H-E-B, Rite Aid, and HSN, according to a LinkedIn post from the founder.
The indulgent protein craze took center stage at last year’s IFT First 2024 Expo in Chicago, where EverGrain by AB InBev incorporated Upcycled Barley Protein into its 20G Proffee Latte. This innovation also demonstrates how the trend fits into other growing wellness-related movements, like upcycling, which concentrates on reintroducing food byproducts into the food system.
The protein movement is much larger than proffee – it plays a central role in catering to American snackers. An FI webinar on healthy snacking found that roughly 61% of consumers look for snacks to manage energy or support wellness goals, while 39% snack for pure “pleasure.”
The Food Institute Podcast
How does a coffee brand pivot into honey? The answer might make more sense than you originally believed. Jessica Padula, Nespresso USA’s vice president of marketing and head of sustainability, returns to discuss the company’s sustainability efforts and how her dual roles in marketing and sustainability inform each other and improve the company.
