Brands are infusing coffee with protein to deliver a new kind of functional drink
Trend - A number of coffee brands have begun offering ready-to-drink products that combine coffee and protein. These functional beverages feature the performance-focused benefits of both ingredients and deliver them in a single format that prioritizes taste.
Insight - Fitness enthusiasts routinely turn to protein shakes and caffeine-based drinks when looking to enhance their exercise performance and recovery. However, these are traditionally offered as separate products, the latter of which tend to arrive in the form of extra-strong pre-workouts. As a result, several brands have begun releasing a milder two-in-one product that blends coffee's flavor and energizing effects with the muscle-building properties of a protein shake.
Insight - Fitness enthusiasts routinely turn to protein shakes and caffeine-based drinks when looking to enhance their exercise performance and recovery. However, these are traditionally offered as separate products, the latter of which tend to arrive in the form of extra-strong pre-workouts. As a result, several brands have begun releasing a milder two-in-one product that blends coffee's flavor and energizing effects with the muscle-building properties of a protein shake.
Workshop Question - How could your brand combine elements to create a more convenient product?
Trend Themes
1. Protein-infused Coffee - Brands are blending coffee and protein to create functional beverages with performance-focused benefits.
2. Cold Brew Beverages - Cold brew is becoming a popular base for innovative coffee drinks, including smoothies and churro-inspired beverages.
3. Direct Trading Partnerships - Companies are partnering with coffee growers for ethical and sustainable sourcing, offering opportunities for disruption in the coffee supply chain.
Industry Implications
1. Fitness and Sports Nutrition - Protein coffee products offer performance and recovery benefits for fitness enthusiasts and athletes.
2. Coffee and Beverages - The coffee industry is continually exploring new flavor profiles and functional ingredients for coffee-based beverages.
3. Sustainable Sourcing - Direct trading partnerships provide opportunities for ethical and sustainable sourcing in the coffee industry.
