Coke Is Leaning Into the Protein Craze as It Lands in More Drinks, Snacks—and Pet Foods

Core Insights - Coca-Cola is expanding its dairy processing capabilities by opening one of the largest dairy processing plants in the U.S. to meet the rising demand for protein-rich products, particularly Fairlife milk, which is lactose-free and lower in sugar [1][2] - The interest in protein-rich foods is increasing, partly due to the growing use of GLP-1 medications among American adults, with about 12% currently using these drugs [2][4] - Competitors across the food and beverage industry are also innovating to introduce protein-dense products, indicating a broader dietary shift among consumers [3][4] Company Strategies - Coca-Cola's CEO, James Quincey, acknowledges the competitive landscape as other companies release their own protein-focused products, emphasizing the need for innovation [2][3] - General Mills is actively launching high-protein versions of various products, including Cheerios and mac and cheese, and is also considering protein content in pet foods [4][5] - Other companies, such as Starbucks and PepsiCo, are also enhancing their product lines with high-protein options, indicating a trend towards protein fortification across the industry [6][7] Market Trends - The demand for protein-rich products is reflected in consumer purchasing behavior, with Premier Protein Shakes ranking among the top purchases during Amazon's Prime sales [4] - The trend is supported by a general consumer preference for protein, which is associated with feelings of fullness and muscle building, despite nutritionists noting that Americans typically consume enough protein [4][5] - Companies like Ingredion are experiencing significant demand increases for protein fortification products, highlighting the market's shift towards protein [5]