In 2026, protein is no longer just a nutritional claim. It has become a cross-category innovation driver in foodservice, capable of reshaping traditionally indulgent segments such as gelato, pastry and bakery.

From high-protein bowls in quick service restaurants to functional beverages in coffee shops, and even desserts containing 20–30 grams of protein per serving, the proteinization of menus responds to a growing demand for satiety, nutrition and performance.

According to the Cargill 2025 Protein Profile, 61% of consumers say they have increased their protein intake, a significant rise from 48% in 2019. At the same time, 42% of global consumers consider protein the most important ingredient in food products, according to Innova Market Insights.
 

These figures explain why protein is increasingly entering categories historically dominated by indulgence.
 

From Fitness Food to Functional Desserts

The first phase of proteinization was driven by the fitness industry: protein bars, shakes and supplements. Today, a second phase is unfolding in mainstream foodservice, where the challenge is integrating protein without compromising taste and texture.

This shift is particularly visible in desserts, where consumers increasingly look for “permissible indulgence”—products that preserve a pleasurable eating experience while offering an improved nutritional profile.

Proteinization, however, is no longer limited to desserts. It is increasingly expanding into beverages, turning drinks into a new vehicle for nutritional value.

Case Study – Starbucks and Beverage Proteinization

A compelling example of this evolution comes from Starbucks, which in recent years has begun experimenting with different ways of incorporating nutritional components into its beverages.

Among the most notable innovations are:

• protein-enhanced cold foams, designed to add nutritional value to coffee beverages

• RTD coffee with nutrient enhancement, incorporating functional ingredients beyond caffeine

• new beverage formulations focused on energy, satiety and wellness

This direction reflects a broader transformation in the beverage market: coffee is no longer just a source of immediate energy, but is increasingly becoming a nutritional delivery vehicle.

This case is particularly relevant for foodservice because it shows how proteinization can enter everyday categories such as coffee, transforming beverages into a liquid nutrition platform.

More and more coffee concepts are experimenting with drinks that integrate:

• proteins

• fiber

• functional ingredients

• nutritional enrichment

USA, Europe and Asia: Three Different Approaches to Proteinization

The phenomenon is global, but it takes different forms depending on the geographic context.

United States

In the U.S., proteinization is often associated with:

• fitness culture

• meal replacement concepts

• high-protein products clearly highlighted on menus

According to the International Food Information Council (IFIC), 70% of Americans say they prioritize protein in their diet.

Europe

In Europe, the trend is more closely linked to:

• balanced nutrition

• sustainable ingredients

• “better-for-you” indulgence

In the bakery and pastry sectors, products such as the following are becoming increasingly common:

• protein brownies

• high-protein yogurt desserts

• functional bakery snacks

Asia

In Asia, proteinization often integrates local ingredients such as:

• soy

• azuki beans

• matcha

• plant-based proteins

The strategy is to adapt the nutritional concept to traditional formats and flavor profiles.

Implications for Gelato, Bakery and Pastry

For foodservice operators, proteinization opens new opportunities for innovation.
 

Gelato

• high-protein gelato

• protein frozen yogurt

• functional frozen desserts

Bakery and Pastry

• protein brownies and muffins

• nutritionally enhanced bakery snacks

• desserts with higher nutritional density

Coffee Shops

• protein lattes

• protein-enhanced cold foams

• functional RTD coffee beverages

The Real Challenge: Protein Without Sacrificing Pleasure

The success of proteinization does not depend solely on nutritional content. It depends on the ability to maintain the sensory promise of the product.

In desserts as in beverages, taste remains the decisive factor. For this reason, the next frontier of innovation will focus on:

• texture engineering

• blends of animal and plant proteins

• formulations that preserve creaminess, structure and flavor balance

In other words, the challenge for foodservice is not simply to add protein to the menu, but to integrate nutrition and indulgence seamlessly into the overall gastronomic experience.