Starbucks and Major Food Companies Ignite the "Everyday Protein" Trend: Search Trends Shift to Milk, Sales to Protein — The Current State of Food as the Tides Change

1. The Day "High Protein" Becomes an "Everyday Menu"

In the fall of 2025, Starbucks in the U.S. and Canada made "Protein Latte" and "Protein Cold Foam" a permanent fixture. With up to 36g of protein in a Grande (16oz), it symbolizes the shift from protein being something consumed before or after the gym to something that can be "added" with your morning cup. The announcement emphasizes that "protein can be added to almost all milk-based drinks." Similarly, Tim Hortons introduced a nationwide "Protein Latte" using lactose-free high-protein milk beverages, offering 20g of protein per medium-sized cup. The movement to make protein a norm in dining out is accelerating. About Starbucks

2. Reading the "Return to Dairy" and the Slowdown of Alternative Milks Through Data

Retail data also shows a shift. U.S. drinking milk sales turned upward in 2024, marking the first increase since 2009. Multiple industry sources reported a reversal of around +0.5% to 0.8%. Meanwhile, analyses indicate that plant-based milks like oat milk are starting to decline in the U.S. In a climate of price hikes, "high-function, high-price" alternatives are struggling, while "new milk" with features like lactose-free or high protein is being reevaluated. HighGround Dairy

3. Revolution on the Supply Side—How Precision Fermentation is Changing Dairy Protein

Verley, based in Lyon, France (formerly Bon Vivant), produces the main whey protein component "β-lactoglobulin (BLG)" through precision fermentation. It is lactose-free, quickly absorbed, and well-suited for sports nutrition. Verley aims to expand its applications by introducing a portfolio of "functionalized" BLG (adjusting properties like solubility and foaming). In the U.S. and Europe, self-affirmed GRAS cases involving BLG are increasing, bringing the implementation of "animal-free dairy protein" closer. AgFunderNews

4. The Twist Between Marketing and Nutrition

The simplistic notion that "high protein = health" is precarious. Federica Amati, a nutritionist at Imperial College London, has repeatedly warned against the health halo effect of "just adding protein to anything." She points out the risks of lowering the overall quality of meals due to "additives" from processing rather than overconsumption itself, and the delay in prioritizing fiber intake. Jack Bobo from the Resnick Food Institute at UCLA also notes that food decision-making is often influenced more by influencers than experts, stating that "what's lacking is not protein but information literacy." zoe.com

5. The Heat and Fatigue on the Ground—The "Pros and Cons" Seen on SNS

On X (formerly Twitter) and Reddit, there is simultaneous "welcome" and "confusion" surrounding Starbucks' protein menu.

• "Grande Protein Matcha Latte, 36g for 300kcal. Taste: 8/10" (Post on X, 9/30)

• "Hot drinks tend to clump," "Increased steps in preparation cause confusion on the ground," say baristas (multiple threads on Reddit)

• "Hits well in stores with yoga studios," "Welcome the normalization of protein," say consumers (Reddit)
  While some posts point out operational burdens and texture issues, there is also a visible trend of "loyal customers" who continue purchasing for health purposes. The "unfinished feel" and "potential" typical of a new category are intersecting. X (formerly Twitter)Reddit

6. Why "High Protein" Now—Three Drivers

(1) Redefining Price and Value: In an inflationary environment, "satiety" and "nutritional density" have become visible, spreading a new "cost-performance" metric of protein per yen.
(2) Reinvention of Dairy Products: The lineup of "dairy products with weaknesses eliminated," such as lactose-free and high-protein milk and precision fermentation BLG, is expanding. AgFunderNews
(3) Integration into Lifestyle Contexts: "Incidental intake" is now possible with coffee, snacks, and dining out, broadening the reach to those who don't go to the gym. People.com

7. Implications for the Market—Strategies to Conquer the "Protein Economy"

1. Design by Use: Tune functions like digestion speed, sweetness design, and foaming according to TPO (time, place, occasion) such as breakfast, snacks, or post-exercise. Functionalized BLG can be a weapon. FoodBev Media

2. Transparency in "Additions": Highlight the origin of protein (dairy/pea/soy/precision fermentation) and allergen information. Concerns about pea-derived ingredients are also seen on SNS. Reddit

3. Coexistence with Fiber: Create a "health halo" by responding to the nutritional side's "fiber priority" with formulations (like inulin). zoe.com

4. Experience Value: Refining extraction and emulsification processes to reduce "powderiness" and clumping will affect repeat rates. Voices from the field on Reddit are a treasure trove for R&D. Reddit

8. Conclusion—"Protein is the New Plain"

The minor resurgence of milk, the establishment in coffee chains, and the rise of precision fermentation. The food landscape of 2025 is transitioning protein from a "special category" to a "premise." The next challenge is to simultaneously satisfy health reality and taste/operability—only brands that master this can turn buzz into everyday life.