'Proffee' trend grows as functional beverage demand increases

Busy lifestyles are driving demand for convenient functional drinks.

The global coffee market is being reshaped by rising demand for convenient, high-protein drinks, with “proffee” (protein coffee) emerging as a fast-growing functional beverage trend, according to a GlobalData report.

About 66% of global consumers said health and wellbeing strongly influence their food and drink choices, whilst 61% cited time and budget pressures as key factors shaping purchasing decisions.

Initially driven by social media and fitness communities, proffee has moved from a niche habit to a mainstream product category. It is increasingly used by consumers seeking a simple way to combine caffeine intake with added protein for energy, satiety, and fitness support.

“Consumers are redefining coffee’s role in their daily routines, moving beyond caffeine toward beverages that support broader wellness and performance goals,” said Nishitha Ranga, consumer analyst at GlobalData. “The proffee trend reflects a growing preference for ‘all-in-one’ drinks that deliver energy, nutrition, and convenience, particularly amongst younger, health-conscious consumers balancing fast-paced schedules with fitness and wellbeing priorities.”

The trend reflects a wider shift toward functional beverages that combine coffee with protein and other nutritional ingredients. Demand is being driven by high-protein diets, fitness culture, and interest in weight management and recovery-focused nutrition.

Convenience is a key factor, with protein coffee increasingly used as a breakfast replacement, snack, or post-workout drink.

Influencers and fitness content on social platforms have also helped normalise protein coffee, expanding its use beyond athletes to office workers, students, and general consumers.

Major beverage companies are responding to the growing demand for protein coffee with a wave of new product launches. Starbucks has introduced protein lattes and cold foam options in North America, offering up to 36g of protein per drink.

Meanwhile, Bulletproof has released a High Protein Iced Coffee mix that provides 12g of protein per serving. Tim Hortons has also entered the space with protein lattes delivering up to 20g of protein per serving.Javy Coffee has also launched a protein coffee concentrate that contains 10g of protein per serving.

“Brands that successfully balance taste, texture, and credible protein delivery will be best placed to capitalise on this shift,” said Ranga. “As the functional beverage market continues to diversify, proffee is likely to remain a key driver of innovation within the global coffee industry.”