Protein or Bust! Starbucks Scrambles to Board a Boat That’s Already Set Sail

There are quite a few things that Starbucks does right. Cute little cups, friendly all-smiles baristas, day-brightening messages (though, unfortunately, these moments of humanity are a mandated part of the job per the new CEO1). One thing where they fall short – dramatically short, in fact – is their inability to innovate and really hear the voice of the general public.

Because what are consumers longing for? Protein, the complex molecule composed of a beautiful chain of amino acids, that helps repair and build body tissue, keeps the immune system strong, acts as an energy source, and so much more.2 This want aligns with the increasing desire for living a healthy lifestyle, which is evident across a wide variety of products now available on the market.

Yet, this brand behemoth has taken its sweet time and now, with its protein-driven menu, they are scrambling to ride a trend that frankly, at this point, has no room for them.

State of the Protein Product Market

Even a simple trip to the grocery store indicates just how powerful the protein focus has become, with ready-to-drink beverages, foods, snacks, and supplements – even candy – easily accessible. This can likely be attributed to consumer knowledge about the pathways to good health and understanding how beneficial protein can be for things like weight management, muscle support, and satiety (curbing intake on unnecessary calories).

Recent research is incredibly telling. According to sources, the global high-protein food market size is calculated at around $57 billion in 2025 with a projection to grow to about $118 billion by 2034, which indicates a healthy CAGR of 8.43%.3 North America notably is catapulting the market’s expansion with market share of 32%, with over 57% of households seeking out high protein foods, which influences purchasing decisions in grocery shopping.4

Consumer data also speaks volumes. The most recent IFIC Food & Health Survey reports that Americans actively consuming protein is increasing steadily: in 2022, 59% reported they try to consume protein, 67% in 2023, 71% in 2024, and 70% in 2025.5 The survey further revealed that a high protein diet was the most common diet in the past year, and that the presence of protein is a top criteria in the defining of a healthy food.6

If a single Starbucks executive had identified the need to pivot based on the uptick in interest, tracked the major movement in the food and beverage industry, they could be a leader in the transformation. Instead, they’re desperately trying to get a firm grip on what is no longer fresh and new, all due to the goal of boosting their revenue.

Protein, Yes… but There Are Concerns

The new protein-focused menu sounds appetizing enough, with a range of options that are touted to deliver up to 36 grams of protein per grande (16 oz.), with protein-boosted milk and a variety of Protein Cold Foams also available to add protein to nearly any beverage:7

  • Iced Banana Cream Protein Matcha
  • Iced Vanilla Cream Protein Latte
  • Chocolate Cream Protein Cold Brew
  • Sugar-Free Vanilla Protein Matcha
  • Sugar-Free Vanilla Protein Latte
  • Protein Matcha
  • Vanilla Protein Latte

However, a variety of voices in the nutrition industry are sharing crucial considerations before purchasing the items on this new menu – namely the presence of sugar in some drinks. One key callout is that while the added protein is a step in the right direction, the addition of sugary syrup can be an issue.8 In fact, just one grande vanilla protein latte includes 34 grams of sugar and about 310 calories, which is nearly 10 grams more than the recommended daily limit of 25 grams of added sugar.9 And with a 12 oz. can of Coke hitting an astonishing 39 grams of sugar, this latte is not far off from becoming a beverage of serious concern. 10

Moral of the Story

Sincerity is crucial for both establishing and maintaining brand loyalty. Customers expect more from brands, especially those with substantial name recognition. In this case, Starbucks has failed their customer base, shirking innovation and the desires of the ever-changing consumer and instead bending to trends that they don’t understand, just to squeeze out more revenue.

Nice try, Starbucks, but it’s too little, too late.

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References

  1. Starbucks baristas are already complaining about doodling on your cups. CNN website. https://www.cnn.com/2025/02/06/business/starbucks-cups-writing February 6, 2025.
  2. 9 Important Functions of Protein in Your Body. Healthline website. https://www.healthline.com/nutrition/functions-of-protein February 15, 2023.
  3. High-Protein Food Market Size to Hit USD 117.44 Billion by 2034, Fueled by U.S. and Asia Growth. Yahoo! Finance website. https://finance.yahoo.com/news/high-protein-food-market-size-140000724.html?guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAALJ_8E33ijburhYHYxOVt-ZvDiwB12bmHGIx3S8RPoSxctMJ2xKJpa7p1MpFa4uoCYgk9hRzhTX-wNv9S2yOv61vYNykaQ8vMWkEBQ6XN9rALGobzY055DJq2ZewPjog-34WoLd__5LMC88MAzyUpEPIz-8ysxus45rK-WzXHLBO&guccounter=2 July 17, 2025.
  4. Protein Market Size and Forecast 2025 to 2034. Precedence Research website. https://www.precedenceresearch.com/protein-market May 14, 2025.
  5. Americans’ Perception of Protein. International Food Information Council survey. https://ific.org/wp-content/uploads/2025/07/IFIC-Spotlight-Survey-Protein-Perceptions.pdf July 2025.
  6. Americans’ Perception of Protein. International Food Information Council survey. https://ific.org/wp-content/uploads/2025/07/IFIC-Spotlight-Survey-Protein-Perceptions.pdf July 2025.
  7. Starbucks new Protein Lattes and Cold Foam Drinks now available. Starbucks website. https://about.starbucks.com/stories/2025/starbucks-new-protein-lattes-and-cold-foam-drinks-now-available/ September 29, 2025.
  8. We Asked 3 Dietitians About the Starbucks Protein Drinks, And They All Said The Same Thing. Verywell Health website. https://www.verywellhealth.com/starbucks-protein-drinks-11823711 October 9, 2025.
  9. We Asked 3 Dietitians About the Starbucks Protein Drinks, And They All Said The Same Thing. Verywell Health website. https://www.verywellhealth.com/starbucks-protein-drinks-11823711 October 9, 2025.
  10. Ingredients (How much sugar is in Coca-Cola?) Coca-Cola website.  https://www.coca-colacompany.com/about-us/faq/ingredients#accordion-48d148dcfb-item-3b445d2be1