For a host of reasons, protein is on consumers’ minds. In fact, a survey conducted by Numerator published in September 2025 found that of the more than 1,000 U.S. households that responded, 78% reported paying at least some attention to protein in their diets.

Although the survey found that whole foods were the dominant protein sources, beverages found favor with some respondents in the way of protein-based ready-to-drink (RTD) shakes or protein-fortified products. For instance, 29% of respondents listed RTD protein shakes as a regularly consumed protein source, while 24% noted protein powders. Of the fortified-protein products, both RTD coffee and coffee creamer recorded 9%, respectively, while water or sparkling water and carbonated drinks recorded 6%, respectively.

And when it comes to GLP-1 medicator users, Numerator found that these households outspend non-users by 25% on protein shakes as well as by 9% for protein water.

Whether it be GLP-1 users or non-users, the appetite for protein solutions is seeing consumers look beyond whole foods and beverage innovators are showing how they can support those demands.

For instance, specialty coffee outlet The Coffee Bean & Tea Leaf introduced its first-ever Protein Lattes, a fusion of espresso and protein. Available in Vanilla, Caramel and Hazelnut, each latte is made with rich espresso, steamed milk, and a protein boost with a minimum of 20 grams of protein in each serving.

In the packaged beverage space, wellness brand GORGIE kicked off the new year with its release of GORGIE Protein Energy drinks. Available in Strawberry Pop and Power Punch, GORGIE Protein Energy drinks deliver 8 grams of protein, 150 mg of green tea caffeine in each can, as well as functional wellness and beauty benefits from the additions of biotin, B vitamins and l-theanine.

“We created this after thousands of asks from our community,” said Michelle Cordeiro Grant, founder and CEO of GORGIE, in a statement. “People want protein in formats that feel fun, energizing and easy to incorporate into their everyday routines. Now, energy meets wellness in flavors that are nostalgic, celebratory and uniquely GORGIE, giving our community a new way to power their workouts, mornings and wellness goals with style.”

Image courtesy of GORGIE

Innovators also are delivering protein shot-sized formats. Also at the beginning of the year, Mel Robbins, host of The Mel Robbins Podcast and author of “The Let Them Theory,” announced the co-founding of Pure Genius Protein company and launch of its same-named product, a protein shot containing 23 grams of high-quality, complete protein in a 3.38-ounce bottle.

Available in Blueberry Lemonade, Strawberry Guava and Pineapple, Pure Genius Protein is a science-backed solution thanks to the founding scientific advisory team of world-class physicians specializing in nutrition, longevity, weight loss, hormonal health and innovation.

“Protein isn’t just for athletes. It’s for everyone,” Robbins stated. “I wish I had had Pure Genius Protein shots when our son was younger. He was a picky eater and it was impossible to get him to eat healthy. I wish it had been available when my daughters were in high school and couldn't find the right thing to eat after school before a sports practice. I wish I had had Pure Genius Protein shots when my dad was recovering from brain surgery and had trouble choking down the 16-ounce shakes he was being asked to drink.

“Now that it's available, I am so excited for everyone to have it, especially those who are working parents, first responders on 12-hour shifts with no time to stop and eat, those on GLP-1s who have no appetite and need protein to maintain muscle, caregivers with no time to cook, and anyone on the go who is trying to eat healthier and get more protein,” she continues.

With so many different reasons and avenues to consume protein, it seems likely that beverage-makers will find new ways to deliver this macro nutrient.