Protein still king
The 2026 nutraceutical trends report flags protein as a top ingredient for active adults—alongside ashwagandha, colostrum and creatine—and Expo West launches included high‑protein energy drinks and functional beverages aimed at recovery and sustained energy Nutritional Outlook BevNET. For clinicians, that means more consumer demand for high‑protein, ready‑to‑drink options that can be used to meet per‑meal protein targets for weight and lean‑mass preservation Nutritional Outlook.
SPINS-tracked SKUs with 15+ grams of protein reached roughly $4.9 billion in sales and were growing about 9.3% year‑over‑year, signalling the scale of the high‑protein aisle shift. (progressivegrocer.com) The federal Dietary Guidelines for Americans 2025–2030 explicitly reprioritized “protein” and high‑quality protein sources in the new guidance released January 7, 2026. (odphp.health.gov) Expo West product launches provided concrete examples of how brands are meeting demand: Gym Soda’s clear protein cans list 15 g protein and 3 g sugar per 12 oz, Elmhurst’s new Clean Protein cartons contain 27 g protein per 11 oz and launched as a Sprouts exclusive, Lifeway’s Muscle Mate bottles deliver 20 g protein plus 5 g creatine, and Remedy Organics rolled a Pro Power RTD with 35 g protein and 6 g fiber per 12 oz. (bevnet.com) Clinical guidance and recent reviews point toward meal‑level targets that are driving product specs: higher‑protein diets of about 1.2–1.6 g/kg/day and per‑meal protein doses of roughly 25–30 g are associated with better weight and lean‑mass outcomes. (ajcn.nutrition.org) Manufacturing and retail moves reflect that demand: Edible Garden announced a Tetra Pak‑powered expansion aimed at scaling RTD production at Expo West, and multiple exhibitors showed retail‑ready RTD protein formats priced and positioned for mainstream grocery. (markets.businessinsider.com) Market analysts and SPINS insiders told Expo West attendees that protein innovation is not yet saturated — brands winning shelf space are combining protein with fiber, gut‑support, or lower sugar profiles to stand out. (spins.com)
