Protein has been all the rage this year, with companies from all corners of the consumer packaged goods industry infusing various foods and snacks with anywhere from a few grams of protein to muscle-building protein shake levels over 40g. The biggest surprise in the sports nutrition space has been ready-to-drink supplements, which is usually a format that’s not easy to get into and put into production, but there has been a massive uptick in 2025.
We went through all of the news we shared over the past couple of years, specifically relating to protein beverages, and the difference between 2024 and what is only half of 2025. We knew the frequency of innovation in the category was high, but didn’t expect this big of a gap. Simply put, we’ve seen around 15% more completely new protein RTD products this year than we did in the entirety of 2025, and we are, of course, only halfway through.
Equally important and impressive, we’ve seen 25% more general innovations in the first half of this year than we did in all of 2024, and by general, we mean things like flavor extensions, bigger sizes, and improved versions. We actually got a bit of momentum going in the category in the second half of last year, as compared to 2023, the action in the first six months of 2025 is up by 85%, so very close to double, which is another great sign.
There are still plenty of innovations coming in that ready-to-drink protein arena, meaning things are only going to heat up further. If you’re a brand, it’s usually a clear sign to get in the mix if this many companies are getting on board, and for consumers, it’s never been a better time to make your life more convenient with premixed protein shakes.
