Protein Drinks Trend: Do You Really Need Protein Beer and Soda 2026

Protein drinks are having a moment, with everything from protein iced coffee to protein beer hitting the shelves. But do you actually need them? The trend is fueled by the rising popularity of weight-loss drugs and a cultural obsession with protein, but experts warn that most people don't need these enhanced products.

As someone who is not unlikely to be tasting wine at 10am on a Tuesday, I am clearly not best placed to offer health advice. But, for the purposes of this column, I can tell you that every day most adults need 0.75g protein for every kilogram of body weight. This is achievable through a wholefood diet (nuts, pulses, eggs), although some people, namely athletes, supplement that with protein powders to support really quite profound levels of exertion.

In case it has escaped your notice, protein is a big deal right now, and products reformulated with added protein are popping up all over the place; it’s a phenomenon linked to the rising popularity of weight-loss drugs. Trouble is, they’re marketed at everyone, and it could be very easy to feel that you’re cheating yourself if you don’t opt for these enhanced versions of ordinary products, which in drinks terms range from protein iced coffee to protein smoothies, protein sodas and even protein beers.

There aren’t many of us who really need protein drinks, though – “you’d really benefit from a non-alcoholic protein beer,” said no dietician ever. In September, however, the world’s largest brewer, AB InBev, announced that it would be piloting Spaten Pro, an alcohol-free beer enhanced with 10g protein per can (75% of which is hydrolysed whey protein and the rest hydrolysed collagen), in Brazil. Protein brews have so far stayed niche in most markets, but the move signals that big beverage companies see potential in the protein trend.

Why Protein Drinks Are Everywhere

The protein craze is not just about athletes and bodybuilders anymore. It has gone mainstream, driven by a combination of factors: the rise of weight-loss drugs like Ozempic, which can lead to muscle loss and thus increase protein needs, and a broader cultural shift toward optimizing health and fitness. Food and beverage companies are capitalizing on this by adding protein to products that never had it before.

But according to dietitians, most people can easily meet their protein needs through regular food. The average adult needs about 0.75g of protein per kilogram of body weight per day. For a 70kg person, that's around 52.5g of protein – roughly two chicken breasts or a few eggs and a serving of lentils. It's not hard to get from a balanced diet.

The Problem With Protein-Enhanced Products

The issue with protein-enhanced drinks is that they are marketed as a health upgrade, making consumers feel like they are missing out if they don't choose them. But these products often come with added sugars, artificial ingredients, and a higher price tag. Moreover, the protein added is often isolated and may not provide the same benefits as whole food sources.

For example, a protein soda might have 10g of protein, but it also has 20g of sugar. A protein beer might be alcohol-free, but it's still a processed beverage with questionable benefits. As one expert put it, "you'd really benefit from a non-alcoholic protein beer" is something no dietitian would ever say.

Who Actually Needs Protein Drinks?

There are some groups who might benefit from protein supplementation: athletes engaged in intense training, older adults at risk of muscle loss, and people on weight-loss drugs who may struggle to eat enough protein. But for the general population, protein drinks are unnecessary and can even be detrimental if they replace whole foods.

Excessive protein intake can strain the kidneys, especially in people with pre-existing kidney conditions. And relying on processed protein products may lead to missing out on other nutrients found in whole foods.

The Bottom Line: Whole Foods First

Instead of reaching for a protein-enhanced drink, focus on getting your protein from whole foods like eggs, fish, poultry, beans, and nuts. These foods provide not only protein but also a range of vitamins, minerals, and fiber that you won't find in a processed drink.

If you're considering protein drinks, ask yourself: are you actually deficient in protein? If you're eating a balanced diet, the answer is likely no. And if you're an athlete or have specific needs, consult a professional before turning to supplements.

• Most adults need 0.75g of protein per kg of body weight daily.
• Whole foods like eggs, nuts, and pulses can easily meet protein needs.
• Protein-enhanced drinks are often high in sugar and unnecessary for most people.
• Athletes and certain medical populations may benefit from protein supplements.
• Excessive protein can be harmful, especially for kidney health.

Protein Drinks vs. Whole Foods: A Comparison

As you can see, whole foods often provide more protein per serving at a lower cost, without the added sugar. So before you grab that protein beer, consider whether you're really getting a benefit.

The Future of Protein Drinks

Despite the skepticism, the protein trend shows no signs of slowing. AB InBev's pilot of Spaten Pro in Brazil is a test case. If successful, it could lead to more protein beers and other enhanced beverages. But whether consumers will embrace them remains to be seen.

For now, the best advice is to be a savvy consumer. Don't fall for the marketing hype. If you enjoy a protein drink occasionally, that's fine, but don't rely on them for your protein needs. And remember, as with most things in nutrition, whole foods are usually the best choice.

For those looking to understand the broader implications of high-protein diets, it's worth examining how protein obsession experts warn high-protein diets may backfire. The rush to add protein to everything may have unintended consequences for public health.

Meanwhile, the whey protein boom drives demand sky high, as supplement companies capitalize on the trend. But not all protein sources are created equal, and whole foods remain superior.

If you're looking for a high-protein meal that's actually healthy, try this egg white omelette recipe: light Spanish protein dish. It's a delicious way to get protein without the additives. The background to this story is set out in Costa Coffee Returns to Profit with Iced Drinks and Matcha Menu. A related thread runs through Iced Coffee at Job Interviews: Is It Ever Acceptable.

Finally, for a deeper dive into the science, read about high protein diets and longevity: what science says about muscle health. The evidence suggests that balance is key, not extreme protein loading. Earlier coverage in Roster Dating: Is Having Five Partners the Key to Finding Love? shows how the argument developed. A closer look at the same subject appears in Iced Tea Alternatives: Cool Summer Drinks to Beat the Heat.