The Economic Times

Protein boom: Chaayos, Tim Hortons, Starbucks launch protein drinks despite whey price surge

Consumer demand for protein in everyday staples is driving new product launches and supply deals. Food and beverage makers and cafe chains are actively forming collaborations to meet this growing need. Companies are investing in new products and manufacturing capacity to address the rising demand. The protein market is projected to reach 21,000 crore by 2031. Acquisitions and deals are also increasing as established players seek to expand their offerings.