Protein rules menus
Protein is the fastest‑growing ingredient in active nutrition this year — driving innovation in ready‑to‑drink beverages and high‑protein snacks across menus and retail. Nutraceutical trend watchers also flagged ashwagandha, colostrum and creatine as top ingredients to watch in 2026 product development How protein is shaping active nutrition in 2026 2026 Ingredients to Watch: Top Ingredients and Trends Driving Nutraceutical Product Development | Nutritional Outlook.
Global market estimates put the ready‑to‑drink protein beverages category at roughly USD 2.11–2.32 billion in 2026, with forecasts to reach about USD 3.06 billion by 2031 (7.7% CAGR) and as high as USD 4.56 billion by 2034 (8.8% CAGR). (mordorintelligence.com) PepsiCo moved mainstream snacking into protein with the Feb. 26, 2026 launch of Doritos® Protein (10 g protein per 1‑oz serving; a 17 g single‑serve bag due later in 2026). (pepsico.com) PepsiCo-backed retail innovation also includes a new Starbucks® Coffee & Protein RTD carrying 22 g of complete protein, 5 g prebiotic fiber and a March 23, 2026 grocery rollout, signaling mass‑market shelf placement for higher‑protein beverages. (pepsico.com) Plant‑forward brands are expanding RTD options too: Elmhurst 1925 launched Clean Protein on March 11, 2026 with 27 g of plant protein per bottle, and Beyond Meat debuted a Beyond Immerse protein drink on Jan. 15, 2026 as part of its move beyond center‑of‑plate. (prnewswire.com) Retail channel moves include Bloom Nutrition’s Clear Protein debut at Target in early January 2026 and Elmhurst’s planned Sprouts and online distribution in March 2026, illustrating both big‑box and specialty routes for protein launches. (foodbev.com) Market insight providers flagged protein alongside ashwagandha, colostrum and creatine as 2026 “Ingredients to Watch,” based on SPINS sales data and Nutritional Outlook’s Ingredients to Watch report. (nutritionaloutlook.com) Industry analysts note a shift from “grams of protein” to outcome‑led formulations in 2026, with Nutrition Integrated and PepsiCo describing moves toward science‑led, purpose‑driven protein products such as hydration‑plus and performance‑targeted RTDs. (nutritionintegrated.com)
