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Star protein drink
Courtesy: Starbucks
Restaurant networks join squirrel madnessHoping to encourage snack to pay more than additional macronutrients at a time when many consumers do not spend so much.
From the “gym” to users GLP-1 medicine Like Ozempic, many Americans try to add more protein to their diet to create or maintain their muscle mass and feel more saturated after eating. Moreover, the tendencies of diet that do not emphasize protein intake such as ketogenic diet have come out.
“A lot of young consumers are more active in their healthcare habits, so they are looking for ways to support health, but also maintain their health in the future,” said Julia Mills, a Mintel market and drink analyst. “Generation Alpha, Gen Z, Millennials – These consumers are very active in social media, so they constantly feed this message that you need more protein and protein will help you get your muscles and make you stronger.”
Approximately a third of the consumers said that in the second quarter of 2025, they like high protein, which compared to 24% three years ago, according to Datassential, which tracks the restaurant menu and consumer benefits.
The tendency fueled the absorption of protein in the passages of grocery stores: from waffles with proteins that are supplemented with protein, to popcorn protein chloe Kardashian.
But it also gets on the restaurant menu who are looking for ways to encourage snacks for premium and drinks.
Take StarbucksFor example. The Coffee -Giant said at the end of July that this year it would deploy cold foam with 15 grams of protein; A regular cold foam application usually costs customers an additional $ 1.25 per drink. New foam comes as Sales in the US in the US Over the last year, when coffee fans are brewing their Java at home or looking for fashionable options.
Rival Dutch Bras Launched protein coffee at the beginning of 2024 and charges customers an additional $ 1 per setup. The addition to the menu fueled a strong sales growth in the same store and profit for the network.
“Never been broken”
Snacks seek to attract snacks such as Jared Hatkowski, 42-year-old brokerage company in Harisburg, Pennsylvania. It works six days a week and tries to achieve its daily protein goal to improve your physique and overall health. When he plunges, he tries to increase his protein as much as possible, though sometimes he goes to pizza.
“The biggest factor is what I am in the mood on this day, and I usually try to choose a food that has at least a portion of some type of protein in it,” Khatkovsky said.
This year, 28.4% of the US restaurants call “protein” compared to 5.9% decades ago, Datassential reports. And the tendency looks like it remains power. Datassenict predicts that by 2029 more than 40% of the diner allocate protein from its menu.
“Protein is one of those things that have never been broken because no one has ever said that the use of too much protein may be bad for you,” Mills said.
In the short term, consumption is more protein than your body is most likely not causing health problems, but in the long run it can cause kidney problems, according to Diana Khan, a registered nutritionist based on San Francisco and Woking Balance Wellness.
The recommended daily consumption of protein varies depending on body weight, but approximately 46 grams for women and 56 grams for men, according to centers for control and prevention of the disease.
For restaurants, the change of protein step happened several years ago. In 2021, the protein only had a 11.5%penetration; By 2022, more than a quarter of the restaurant menu used this term based on the control data. In that year Lunch Brands’ For example, IHOP presented pancakes with 18 grams of protein on the tongue.
Fast random eateries-is the restaurant segment, most likely causing protein in its menu, thanks to the usual practice, please customer choose their protein or suggest double your part, Datassential reports.
Fast everyday salad network Sweet Introduced in the late 2023, the “protein plate” ruler as part of the effort to enter more heartfelt options for dinner. The application for the menu helped the company to develop its dining business with 35% of sales up to approximately 40%, the executives said in March.
Many restaurants are also leaning against US consumers to convenience. Availability can be why Datassenitic has found that consumers tend to prefer the drink that will pack into protein.
For Smoothie King Protein has been a menu that has been the main thing since its founding more than 50 years ago. But in October, the network took another step, running a menu aimed at consumers taking GLP-1 for weight loss or diabetes. Rapid weight loss that can occur from drugs can lead to a drop in muscle mass, so doctors often advise patients to increase protein intake to maintain their muscles.
“It’s convenient, on the road to enter your protein you are looking for in your diet,” said Laurie Primaver, Vice President on Research and Development and Marketing of Products.
Playing protein
The employee prepares a Burrito bowl at the Chipotle Mexican Grill Inc. restaurant. In Louisvili, Kentucky.
Luke Sharrett | Bloomberg | Gets the image
Many restaurants also choose to emphasize the existing options that will pack in protein rather than add new menu items that slow the kitchens or add to their work.
For example, Panda Express introduced its own protein plates earlier this year. The line created in partnership with a registered nutritionist includes the previous menu points, but packs them as a balanced food, emphasizing the protein and fiber content.
Mexican grill Chipotle In 2019, a similar strategy was used when it presented “lifestyle bowls” sold according to different dietary goals, such as the Paleo diet or offering a double protein.
Similarly, in July, Chick-Fil-A put attention to their own high-protein-in Blog CompanyPutting off their nuggets on the grill and cool film, which has chicken breast, cheese and salad in pancakes.
But for snacks that want to add new menu items, Nachos with a choice of protein, restaurant protein bars and egg dishes, which emphasize high protein content, are becoming more popular, reports dyatassent Trendology Claire Conaghan.
Eggs – it’s one of the reasons why breakfast, lunch and lunch The first hour There has always been “protein forward,” said CEO Chris Thomas CNBC. The network did not customize its menu specifically for the satisfaction of consumers on a larger protein but The point -for They put out how to order high protein food when visiting its restaurants.
“We hope that this is still a tendency because we are right in the middle of the fairway,” Tomas said.
Of course, protein is not the only way to defeat consumers who are aware of health. Hatkowski said his main problem with food in restaurants is that most of the food is cooked in oils, oils and strong greases that quickly add it to the consumption of fats a day.
“The restaurant, which finds cleaner ways to prepare, would be much more attractive to me than excessively loaded protein dishes,” he said.
