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Insight of the Day: Brewing Gains: ‘Proffee’ Gains Momentum

Overview

The article explores the rising trend of "proffee" (protein coffee), a health-conscious beverage that combines coffee with protein powder, milk, and natural sweeteners. Initially popularized on social media, particularly TikTok, the trend has gained significant traction, with major coffee chains like Peet’s Coffee and Starbucks introducing protein-infused coffee products. The trend reflects a broader consumer shift toward nutrient-dense, functional foods and beverages, driven by health and wellness goals.

Detailed Findings

  1. The Rise of Proffee:

    • Originating as a social media trend in 2021, proffee has exploded in popularity, with over 20.2 million related posts on TikTok.

    • The beverage typically blends coffee, protein powder, milk, and health-conscious sweeteners, appealing to health-focused consumers.

  2. Commercial Adoption:

    • Peet’s Coffee: Launched a Vitality Menu featuring protein-infused lattes with 20g of protein per serving, including Vanilla, Golden (turmeric-ginger-honey), and Matcha varieties.

    • Starbucks: Introduced a ready-to-drink protein coffee in the U.K., with plans to expand to Europe, the Middle East, and Africa in 2025.

  3. Consumer Drivers:

    • Gen Z Influence: Younger consumers are driving the trend, but older generations are also adopting it for its health benefits.

    • Weight Management: Protein is increasingly sought after for its ability to promote satiety, balance blood sugar, and support weight loss, especially with the rise of GLP-1 agonists like Ozempic.

    • Nutritional Awareness: Consumers are becoming more critical of their dietary choices, seeking nutrient-dense options.

  4. Nutritional Considerations:

    • While proffee can benefit those with higher protein needs (e.g., athletes, plant-based dieters), it may not be necessary for the average consumer.

    • Nutritionists recommend consulting a doctor before making significant dietary changes.

  5. CPG Innovations:

    • Coffee-flavored protein products are gaining popularity, with brands like Icon Protein Coffee and Joyburst offering high-protein coffee beverages.

    • At the IFT First 2024 Expo, EverGrain by AB InBev showcased a 20G Proffee Latte made with upcycled barley protein, aligning with sustainability trends.

  6. Broader Protein Trend:

    • Protein is a key focus in the snacking category, with 61% of consumers seeking snacks for energy and wellness, and 39% for pleasure.

Key Takeaway

Proffee represents the intersection of indulgence and wellness, catering to consumers’ desire for functional, nutrient-dense beverages. While the trend is driven by Gen Z, its appeal spans generations, reflecting broader shifts toward health-conscious eating and sustainable food practices.

Main Trend

Trend Name: Functional IndulgenceDescription: The blending of indulgent flavors with functional ingredients (e.g., protein) to create products that satisfy both taste and health goals.

Consumer Motivation

  • Primary Motivation: To enjoy indulgent beverages while meeting health and wellness goals, such as weight management and muscle maintenance.

  • Secondary Motivation: To align with social media-driven trends and explore innovative food and beverage options.

Driving the Trend

  • Social Media Influence: Platforms like TikTok have amplified the trend, making proffee a viral sensation.

  • Health and Wellness Movement: Growing consumer interest in nutrient-dense, functional foods and beverages.

  • Weight Management: The rise of GLP-1 agonists and a focus on satiety and blood sugar control.

Motivation Beyond the Trend

  • Deeper Motivation: A desire for balance—enjoying indulgent treats without compromising health goals.

Description of Consumers

  • Age: Primarily Gen Z (18-26) and Millennials (27-42), with growing interest from older generations.

  • Gender: Balanced, with a slight skew toward female consumers.

  • Income: Middle to upper-middle class, with disposable income for premium health products.

  • Lifestyle: Health-conscious, tech-savvy, and active, with an interest in fitness and wellness.

Conclusions

Proffee is more than a passing trend—it reflects a broader shift toward functional, health-focused indulgence. As consumers seek nutrient-dense options that align with their wellness goals, the trend is likely to continue growing, with innovations in sustainability and flavor variety.

Implications

  • For Brands: Develop protein-infused coffee products that cater to health-conscious consumers while emphasizing taste and sustainability.

  • For Society: Promote balanced nutrition and educate consumers on the benefits and limitations of high-protein diets.

  • For Consumers: Evaluate individual protein needs and consult healthcare professionals before adopting trends like proffee.

  • For the Future: Expect continued growth in functional beverages, with a focus on sustainability and innovative ingredients.

Consumer Trend

Name: Health-Conscious IndulgenceDescription: Consumers seek indulgent products that also offer functional health benefits, such as protein coffee.

Consumer Sub-Trend

Name: Protein-Powered SnackingDescription: A growing preference for snacks and beverages that provide high protein content to support energy and wellness goals.

Big Social Trend

Name: Social Media-Driven Food TrendsDescription: The rapid spread of food and beverage trends through platforms like TikTok, influencing consumer behavior and product development.

Worldwide Social Trend

Name: Global Wellness MovementDescription: The increasing global focus on health, wellness, and functional nutrition, driving demand for nutrient-dense products.

Social Drive

Name: Digital Food CultureDescription: The influence of social media in shaping food trends and consumer preferences, particularly among younger generations.

Learnings for Brands in 2025

  1. Leverage social media to amplify trends and engage with health-conscious consumers.

  2. Focus on functional ingredients that align with wellness goals, such as protein and upcycled materials.

  3. Emphasize sustainability and ethical practices to appeal to conscious consumers.

Strategy Recommendations for Brands in 2025

  1. Innovate with Functional Ingredients: Develop products that combine indulgence with health benefits, like proffee.

  2. Collaborate with Influencers: Partner with social media influencers to promote new products and trends.

  3. Highlight Sustainability: Use upcycled ingredients and eco-friendly packaging to align with consumer values.

  4. Educate Consumers: Provide clear information on the benefits and appropriate use of high-protein products.

  5. Expand Product Lines: Offer a variety of flavors and formats to cater to diverse consumer preferences.

Final Sentence

The Functional Indulgence trend, exemplified by proffee, is reshaping the beverage industry in 2025, blending indulgence with health benefits, and brands must innovate with functional ingredients, sustainability, and consumer education to thrive.

Final Note

  • Core Trend: Functional Indulgence – The merging of indulgent flavors with functional ingredients to meet health and wellness goals.

  • Core Strategy: Innovation and Sustainability – Brands should focus on creating nutrient-dense, sustainable products that cater to health-conscious consumers.

  • Core Industry Trend: Protein-Powered Beverages – The growing demand for high-protein, functional beverages like proffee.

  • Core Consumer Motivation: Health-Conscious Indulgence – Consumers seek indulgent products that also support their wellness goals.

Final Conclusion

Proffee is a testament to the evolving consumer demand for products that balance indulgence and health. As the trend continues to grow, brands that prioritize innovation, sustainability, and consumer education will lead the way in 2025 and beyond. The future of beverages lies in functional, nutrient-dense options that cater to both taste and wellness.

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