Boom in protein coffee industry fueled by muscle loss concerns

The latest functional beverage trend isn’t asking consumers to develop a new habit.It’s asking them to upgrade one they already have.As interest in protein consumption continues to grow, protein coffee has emerged as a popular way for consumers to combine two staples of their morning routine into a single drink.The concept has gained traction among fitness enthusiasts, busy professionals and older adults seeking convenient ways to increase their protein intake without overhauling their diets.For Darcy Haggith, a 58-year-old microbiologist, endurance athlete and founder of protein coffee brand Polar Joe, the appeal comes down to practicality.

Based in LaSalle, Ontario, just across the Detroit River from Michigan, Haggith began experimenting with ways to add protein to his morning coffee while trying to boost his own breakfast nutrition.“We have a population in North America that drinks coffee routinely in the morning,” Haggith said.“If you can couple that with protein and make it something truly enjoyable, that’s when I think healthy habits are formed.”Haggith said he originally mixed protein powder into espresso drinks at home, hoping to find a convenient alternative to a protein-heavy breakfast.

The idea eventually evolved into Polar Joe, one of a growing number of products targeting consumers interested in both nutrition and convenience. Its flagship blend contains 21 grams of protein and 9 grams of sugar per serving.Nutrition experts say the concept can make sense for consumers who struggle to eat a traditional breakfast.Jamie Lee McIntyre, a Florida-based registered dietitian and nutrition consultant, said protein coffee can be a convenient way “to support daily protein intake goals while still enjoying your morning cup of coffee.” She noted that the approach may be particularly beneficial for adults over 40, whose protein needs can increase to support muscle maintenance and healthy aging.Still, she cautioned against viewing prote...