CHICAGO — Clear and sparkling is gaining traction as one of the newest beverage formats satiating consumers' appetite for protein. It's whitespace in the ready-to-drink, better-for-you soda category, according to Chicago-based market researcher Mintel.
Some consumers are currently home-hacking protein soda. They are combining protein products with sodas to create homemade floats and dirty sodas that deliver on both protein and flavor.
"When consumers go out of their way to build their own version of a product, the signal is clear: the market hasn't caught up with demand yet," Mintel said.
Today's consumers want protein, but depending upon the daypart, many prefer a more refreshing format than shakes, smoothies and milk-based drinks, according to Mintel research.
"Amid the frenzy of the wellness drink boom, there's a reassuring quality to the emergence of clear protein," said Alex Beckett, principal analyst with Mintel. "Yes, electrolytes, collagen and prebiotics are enjoying their moment, but consumers' relationship with protein is special. It's rooted. Making protein clear is a technical leap. And adding it into carbonated soft drinks — a sector with joy in its DNA — is an ...