Core Insights - The article discusses the ongoing protein revolution led by international food giants, particularly focusing on PepsiCo's strategic shift towards multifunctional protein innovations in its product lineup by 2026 [1][10]. Group 1: Company Strategies - PepsiCo is expanding its protein product offerings, including brands like Propel and Muscle Milk, and collaborating with Starbucks to enhance its market presence [1][3]. - The company has a long-term vision for the protein market, having attempted to acquire CytoSport in 2007, which was a significant player in the protein beverage sector [3][5]. - After several strategic moves, including the acquisition of Muscle Milk and Health Warrior, PepsiCo is now fully engaged in the protein market, focusing on innovation and product development [5][6]. Group 2: Industry Trends - Major food companies, including Danone and Nestlé, are also entering the protein food sector, indicating a broader industry trend towards high-protein products [3][10]. - The Chinese protein market is evolving, with a growing variety of protein sources and products, as evidenced by the increasing percentage of new products featuring protein claims, which reached 15% this year [10][11]. - Consumer awareness of protein supplementation remains limited, with 45% of respondents in a survey indicating they do not consume enough protein, highlighting a gap in education and product offerings [11][14]. Group 3: Product Innovations - Innovative protein products are emerging across various categories, including beverages and snacks, with a focus on convenience and taste [14][22]. - Examples include high-protein drinks like protein-infused bubble water and solid snacks like high-protein nut cookies, which cater to consumer preferences for easy-to-consume protein sources [22][24]. - The rise of microbial protein is also noted, providing new opportunities for product innovation due to its superior amino acid profile and digestibility [31]. Group 4: Market Potential - The article suggests that the entry of international giants into China's protein market, projected to be worth 900 billion yuan, could significantly impact local companies, pushing them to diversify and innovate [32].