Starbucks will soon follow Tim Hortons as the latest coffee chain to offer additional protein in its caffeinated drinks, a move experts say is likely to benefit profit margins more than customers’ health.

Coffee chains such as Starbucks and Tim Hortons are launching new high-protein drinks in response to increasing consumer interest in protein-enriched products. These drinks often come at a higher price, with Tim Hortons confirming an upcharge and Starbucks yet to disclose their pricing.

Retail experts note that the protein market is expanding rapidly, valued at around $2 billion and growing annually. However, dieticians caution that social media has led many consumers to overestimate their protein needs, and the health benefits of extra protein in coffee are likely minimal for most people. The trend is seen as part of a broader evolution in health-focused food marketing.

Coffee chains look to cash in on protein’s popularity

Whether it's Starbucks or Tim Hortons. New protein drinks are grabbing customers interest. If I'm getting a coffee anyways, I would always go for the protein choice, always. Oh my God, this is like the best thing ever because 20 grams of protein's a lot, especially in a latte. I think they're probably good, but they're probably like upcharging for protein lattes. At Tim Hortons, that high protein drink does cost more. At Starbucks, they won't say yet. They're gonna get potentially some higher margin. This retail expert says it's a way to make more money. I think marketers have done their research. They've realized there's a big market there. Supposedly the market's about a $2 billion market and it's growing about 7% a year. So, you know, there is a big demand for it. That demand means protein is no longer stuck in the meat aisle. And it's not just in new coffees. Some milks have higher protein. Pasta too. With high protein. Even cereal. What people actually need and what people think they need. But this dietician and researcher says social media has people overestimating what they need. Whether it's to gain muscle or lose weight. We see the food companies creating products and responding to consumer demand for protein. But at the source of the consumer demand is often a lot of misinformation. Can I get one of the protein ice? That consumer demand could also be driven by trends, which can change. We looked 20 years ago and it was all about low carbs. Protein, this is a bit of an evolution of that. A bit of an evolution of keto. So it's maybe protein is just the next in the evolution of the healthy eating trend. Health-wise, that extra protein may not hurt or help. For most people, it's benign. Whether you're gonna drink a latte that has 28 grams of protein or you're gonna drink a latte that has eight grams of protein, that's not gonna have a huge overall impact on your health. So a little extra protein in your coffee might only mean a little less money in your wallet. Anis Heidari, CBC News, Calgary.

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