Starbucks taps into health trends with protein coffee test
LAS VEGAS — Starbucks is tapping into the growing demand for protein-packed drinks as consumers seek to boost their intake for health and wellness.
Why it matters: The world's largest coffee chain unveiled Tuesday that it is testing protein in its cold foam as part of its "Back to Starbucks" plan.
CEO Brian Niccol is trying to reverse a decline in foot traffic and sales by returning to its roots.
The big picture: Protein is hot and having a moment beyond social media influencers sharing order hacks.
Restaurant brands like Dutch Bros Coffee and Smoothie King have added more protein to their products to cater to changing consumer appetites.
Eating a high-protein diet is important to maintain muscle for people taking appetite-suppressing injectable treatments like Ozempic and Wegovy, research shows.
Nearly 18 million Americans are expected to be taking versions of GLP-1 drugs by 2029, according to investment bank UBS.
Zoom in: Niccol told Axios in an interview Tuesday that the protein cold foam being tested is for a number of different consumer groups including 20-year-old males, 50-year-old females and people taking GLP-1s.
"I was watching people coming to our stores, they would get three shots of espresso over ice," Niccol said. "And in some cases, they pull their own protein powder out of their bag, or in other cases, they have a protein drink, like a Fair Life and they'd pour that into their drink."
"I'm like, well, wait a second, we can make this experience better for them," he said. "The good news is now I think we're right on trend, and we can do it I think arguably better than anybody else."
Flashback: Starbucks had protein smoothies in the past and launched its Vivanno shakes in 2008. They were discontinued in 2018.
The company also launched a protein drink in the U.K. last year.
The intrigue: Starbucks said the protein powder should be able to be added to any of its cold foam flavors.
What's next: Starbucks is testing protein cold foam in five locations in the U.S. under its Starting Five model.
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