Post by AUSTRIA JUICE Group

Protein has gone mainstream – and consumers expect more. 🔝 Today’s protein consumers are more diverse than ever. Especially convenience‑health consumers are reshaping the market by choosing protein as a better‑for‑you addition to everyday products like beverages. For them, taste and enjoyment matter more than high protein dosages. This shift is reflected in the market: 60% of new global juice shot launches now feature functional claims such as protein (Mintel GNPD, Oct 2025). Key trends center on protein‑enriched products positioned for health and wellness, combined with convenient on‑the‑go formats such as juice shots. What consumers are looking for: ✅ No added sugars ✅ A source of protein ✅ 50% juice content ✅ Natural flavouring Protein is no longer just about performance – it’s about fitting seamlessly into everyday life.Protein has gone mainstream – and consumers expect more.